...technology, and data. Industry leaders see Out-of-Home as a key medium for brand building and community engagement. By leveraging these elements, Out-of-Home is poised to play a major role in shaping the future of advertising.
Insightful perspectives from industry leaders
Joining the conversation were Rafaella Alves from BBDO Brazil and Keka Morelle from Ogilvy. Both brought forth a refreshing perspective on the evolving landscape of Out-of-Home advertising. Rafaella eloquently redefined Out-of-Home as more than just a format, describing it as a vibrant platform driven by creativity. “Out-of-Home is not just a format anymore—it’s a holistic platform that empowers long-term brand building,” she shared, emphasising the newfound spotlight on creativity. Meanwhile, Keka spoke about the need for campaigns to deeply engage with communities and respect public spaces, declaring, “Out-of-Home offers brands the chance to truly engage with communities, and it’s a privilege they must exercise responsibly.”
Rafaella AlvesOut-of-Home is more than just a format - it’s a platform for long-term brand building driven by creativity.
BBDO Brazil
Bridging Creativity
and Media
In Brazil, agencies thrive within a full-service ecosystem where media and creativity walk hand in hand from the start. Keka and Rafaella highlighted this partnership’s significance in creating interconnected campaigns rather than disjointed stories. “In an era of fragmentation, the magic lies in media and creativity starting the conversation together,” Keka observed, capturing the essence of cohesive storytelling.
Keka MorelleIn an era of fragmentation, the magic lies in media and creativity starting the conversation together.
Ogilvy
Bringing Campaigns
Centre Stage
Out-of-Home’s potential to take centre stage is becoming ever more evident, as it becomes a primary driver for campaigns, breaking free from being an auxiliary medium. Through Keka’s creative lens, Out-of-Home’s ability to impact neighbourhoods and tailor to local contexts was celebrated. “Out-of-Home has transformed from being secondary to a superstar medium capable of driving campaigns on its own,” Rafaella echoed, recognising its growing power.
Rafaella AlvesOut-of-Home has transformed from being secondary to a superstar medium capable of driving campaigns on its own.
BBDO Brazil
Embracing
Technology and Data
Integrating technology into Out-of-Home campaigns remains crucial for strategic execution. The digital realm allows for rapid implementation and cost-effective strategies, but the focus remains on delivering a connected consumer journey. Rafaella asserted, “Data is more than measurement—it’s a tool to envision better strategies,” underscoring the importance of involving media partners early in the process.
Adapting
to Future Trends
With AI and wearable technologies on the rise, the industry prepares for significant shifts. Continuous learning and adaptability are vital for leveraging these developments to create impactful creative strategies. Keka expressed this era as “an opportunity to send messages in innovative and meaningful ways, ensuring each piece resonates with the audience.”
