Captive message time: a new approach to planning

Steve Cox

Building on the theory suggested by Erwin Ephron in Admap (March 2006), Steve Cox, from Viacom Outdoor - the company responsible for marketing advertising space on the London Underground - discusses how his particular medium delivers both OTS and the four factors for 'engagement'.

Captive message time: a new approach to planning

Steve Cox

If you believe all you read in the advertising trade press, media planning has changed beyond all recognition in recent years. In fact, it's probably no longer even correct to refer to it as media planning. 'Strategy' or 'communications planning' are now far more in vogue than plain old 'planning', and apparently 'engagement' is the new deliverable for any self-respecting campaign.

Of course, to a degree, this has always been the case. Look at any decent advertising textbook from the last 40 years and you'll find words like 'involvement' or...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands