CBS Outdoor: Look for Longer

This case study describes how CBS Outdoor, the outdoor advertising company, redefined its brand proposition to better differentiate it and its competitors in the UK.

CBS Outdoor: Look for Longer

Agency: ClinicClient: CBS OutdoorBrand: Look for LongerCategory: External Communication Design

Executive summary

In the autumn of 2011, CBS Outdoor redefined its brand proposition to better articulate the differences between it and its competitors. The brand proposition became 'engaging urban audiences' with an 'extended engagement' media offering.

'Extended engagement'refers to the prolonged average dwell time at its media locations, and the fact that often a campaign is seen at its source and then its message is acted upon at a later date (via a URL for...

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