JCDecaux launches DOOH design service with double hire
JCDecaux is opening a London-based creative hub as part of a plan to complement its DOOH media site portfolio with in-house design services. JCDecaux Dynamic, as the new venture will be called, has hired Alex Matthews and Rick Burgess from Bartle Bogle Hegarty (BBH) to take on senior roles in this team.
Matthews, the former head of creative technology at BBH, becomes managing director of JCDecaux Dynamic, while Burgess moves into the chief technology officer role.
At BBH, Matthews and Burgess developed Beakle, a platform that allows passers-by to listen to sound from DOOH displays using their mobile phones. They have also orchestrated promotional campaigns for the likes of British Airways, NHS and Waitrose.
Jean-François Decaux, chairman of the executive board and co-chief executive of JCDecaux, predicts that '50 percent of [its] UK advertising revenues [will come] from digital by 2017' and that this new division will enable the company to achieve this by providing creative production services to its client base.
"Digital out-of-home hasn't always been implemented to its full potential," explains Matthews. "JCDecaux Dynamic will work to change this and deliver new and exciting opportunities to advertisers. We believe in 'dynamic by default', because that's the way all advertising should be. My goal is to change the face of digital out-of-home and I can't wait to get stuck in working for the largest and most innovative outdoor advertising company in the world."