Out Of Home Media Association launches Creative Awards programme

According to Les Holley, General Manager of OHMSA: "Out of home media has become an important element within the communication strategies of many marketers, therefore there is a definite need for this kind of advertising award to be instituted, which we hope will raise the standard of creativity within the sector."

"In addition, we hope to create an ongoing awareness of outdoor as well as other out-of-home media formats, by showcasing and rewarding effective creative."

The out of home medium is widely regarded as being the advertising medium which best illustrates the value of high-impact creativity, and this awards programme will serve as a platform to recognise the best in the industry.

"OHMSA invites all those who are in any way involved in the designing of creative work for out-of-home media to submit their entries. This includes advertising agencies, marketers, and out-of-home media owners. All executions flighted between 1 January 2003 and 31 December 2003 will be considered eligible, with a nominal entry fee of R250.00 levied for each entry," Holley says.

The OHMSA Creative Awards will recognise the best advertising campaigns within five primary out-of-home categories. These are:

• Billboards - all forms of static (and scrolling) billboards including grand format, campaign outdoor, store fascias, wall murals and building wraps

• Electronic - All forms of digital, electronic and plasma screens boards.

• Mobile Media - Airborne banner ads, buses, taxis, trains, trailers, branded vehicles and trucks.

• Retail/Street Furniture - Street pole ads, bus shelters, ad lites, bins and benches.

• Ambient Media - Airport /shopping centre displays, inflatable ads, washroom ads, pizza box advertising, skywriting as well as all other alternative forms of out-of-home advertising currently available.

Holley notes: "Entries will not only be judged on creativity, but also on the use of the optimal mix of key elements required to maximise visibility in the respective media formats. These include, among others, clear brand identification, simplicity, legible design, short copy, colour contrast, as well as the overall degree of creativity encapsulated in the central theme or idea."

"In addition to individual category awards, there will be a grand prize awarded to the overall winner of the year. The grand prize will be a trip for two to the OBIES, the American Outdoor Advertising Awards, and will be awarded solely to the creative person responsible for the design. The winning client will receive R250 000 worth of free out of home exposure for their brand, which will be donated by OHMSA member companies. Furthermore, the winning entry will be entered into the OBIES Awards in the international section," Holley says.

Entries are currently being accepted, and South Africa's best of the best outdoor and out-of-home advertising campaigns will be celebrated at the first annual Out of Home Media SA Creative Awards ceremony, to be held in April next year.

Entry forms, as well as guidelines for submission, will be available on the OHMSA website (www.ohmsa.co.za) and in media and marketing industry publications from August 2003. The first call for entries covers the period January to June 2003.

For further details or for a copy of the entry form watch the press, or contact Les Holley on: (011) 781 9367.