Outdoor Media Centre rebrands as Outsmart

The new marketing body for the out-of-home (OOH) sector launched this week, replacing the Outdoor Media Centre.

Outsmart will now act as the first port of call for advertisers, planners and creative types to maximise the performance of the medium.

“This is a golden age for OOH and there has never been a better time for the advertising, media and creative industries to utilise the medium,” said CEO Alan Brydon.

“I am thrilled to be leading Outsmart and I am looking forward to helping agencies and brands make the most of the limitless opportunities the medium offers.”
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The rebrand follows what was a difficult period for the OMC after former CEO Mike Baker stepped down last year and JCDecaux pulled out of the company’s council shortly after.

However, in April the OMC welcomed new council members, Ocean Outdoor and Outdoor Plus, who joined existing members Primesight, Clear Channel and Exterion Media.

The new company starts life with three key appointments, including Tim Lumb as insight and effectiveness director, Katie Ingram as strategy planning director and Jo Scully as assistant strategy planning director. Mark Craze will transfer his duties as chairman to the new company.

Over the next 12 months Outsmart said it will roll out a series of initiatives including new research to help unlock the value and effectiveness of OOH.

Brydon added: “Technology and consumer behaviour is enhancing the power of OOH and as more people spend more time out and about, in an ever more connected way, there has never been such an exciting time for the medium.”