Outdoor advertising is an industry built on bold ideas and unforgettable moments. Don’t just take it from me, take it from Sir John Hegarty, who said on EP 26 of my Behind the Billboard podcast “Outdoor is the most powerful advertising medium because it’s unskippable”. He’s also previously discussed the importance of creativity and persuasion in advertising and how Outdoor stunts, experiences and events in the real world play a part in the art of persuasion.
For advertising and activations in the real world, it doesn’t matter if digital billboards or interactive pop-ups, the goal is always to create something that stops people in their tracks… and to involve them in the activation. When Neil Morris and I began Grand Visual in 2005 we launched with the mantra “Attention is Important but Involvement is Critical”. And we applied that to every campaign we created over the years be it linear, data driven, interactive or experiential…. And the mantra is still being used to this day by the team I’ve left behind.
While creativity and ideas are at the heart of every successful campaign, the technical side of bringing the ideas to life can often feel overwhelming, especially as it lands in the busy production department of an agency. Indeed often it’s too overwhelming. Campaigns, activations and events are the first to be cut if they look too tricky, risky or pricey to deliver. This is where outsourcing creative tech, direction and hardware rentals to specialists can make all the difference.
Partnering with experts in creative technology offers a way to streamline operations, elevate campaigns, and focus on what truly matters: delivering truly memorable experiences. I recently caught up with the #1 Creative Director in the world in The Drum’s Global Creative Rankings for 2024, and close friend, Alex Abrantes, who was clear on this subject when talking about his recent Budweiser campaign with me “Choose your partners carefully. There will be moments when things won’t go well. You’ll be faced with situations where you’ll either point fingers or hold hands. Luckily, we had the right partners and everybody was working towards the same goal”. Quite simply, the right partners, the right creative tech solutions and people can breathe life into campaigns, and turn the ordinary into extraordinary.
Of course, one of the most compelling reasons to outsource technical hardware is access to cutting-edge technology. The rapid evolution of creative tools means staying ahead often requires equipment that’s both sophisticated and expensive. For example, when EE looked through their agency team to have a large hologram of Fatboy Slim DJing over the London skyline, they relied on a specialist hardware rental provider to supply a high-resolution sky display system and advanced processors. This ensured the campaign’s footage looked flawless, without requiring the agency to invest heavily in technology they might not use again.
Cost efficiency is another huge advantage. Owning and maintaining specialised hardware isn’t just a significant financial commitment; it’s a logistical challenge. Outsourcing eliminates the need for upfront investment and ongoing maintenance. During a global game launch, for EA SPORTS, an agency looked for synchronized digital displays in major cities. Instead of purchasing and managing equipment for each location, they rented from a third-party provider. The result? A streamlined operation that delivered a consistent experience across all cities at a fraction of the cost…. With the experts doing what they have expertise at!
But it’s not just about saving money—it’s about working smarter. Technical hardware providers bring expertise to every project, ensuring that equipment is installed and operated seamlessly. A great example of this comes from a tech company’s outdoor activation, where passersby could use touchscreens to design avatars that were then displayed on a giant LED screen. The technical demands of this setup, from software integration to real-time processing, required specialised knowledge. By outsourcing to a dedicated provider, the campaign ran without a hitch, supported by on-site experts ready to troubleshoot at a moment’s notice.
Outsourcing creative tech isn’t just a convenience; it’s a strategic advantage. In an industry where the line between advertising and experiential entertainment continues to blur, having the right technical support can turn ambitious ideas into reality. Whether it’s accessing state-of-the-art equipment, reducing costs, or ensuring technical precision, outsourcing empowers agencies to push creative boundaries while staying focused on the big picture… and the omnichannel extensions to wonderful campaigns.
When creativity and technology come together seamlessly, the results can captivate audiences and leave a lasting impact. And with the right partners, the sky is no longer the limit—it’s just the beginning.
