• Mark Tutssel says OOH should stop people in their tracks

    Mark Tutssel, Global Chief Creative Officer, Leo Burnett Worldwide

    “A study by Zenith Optimedia found that people are exposed to OOH for 107.2 minutes each day.  meanwhile a Microsoft Corp. study found that a goldfish has an attention span of nine seconds while a human’s is only eight!

    What does this mean for communicators?  To deliver a message effectively, we need potent graphic language, pure simplicity and a surprise element usually driven by technology, to compete for that attention.

    So what makes a brilliant powerful poster?  Posters are about distillation.  Every great campaign can be distilled to a poster; it is the barometer of the power of the idea.

    When done right, OOH grabs people by the eyeballs and stops them in their tracks; the message opens inside our minds, not in the space where it appears.”

    – Mark Tutssel, Global Chief Creative Officer, Leo Burnett Worldwide and Creative Chairman, Publicis Communications, quoted in Open3.

    OAAA has some copies of Open3 available for free plus shipping.  Contact Nancy Fletcher (Nfletcher@oaaa.org) if you’re interested.

    You can read the entire Open3 book online at this link.


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