‘True effectiveness requires more than just being seen’: JCDecaux repositions via Howatson+Co
JCDecaux has unveiled a new brand positioning, developed in partnership with Howatson+Company, aimed at reinforcing the importance of effectiveness, beyond just being seen.
Off the back of research conducted via System1, which highlighted the importance of OOH creative effectiveness, JCDecaux’s new positioning — ‘Be Seen. Be Remembered.’ — reminds marketers than they need to rely on more than just reach.
The research found that 50% of OOH exposure results in no brand recognition, and among those that do, half do not create enough emotional engagement to influence behaviour.
True effectiveness comes from creative impact, planning precision, and accountability, according to recently-appointed co-CEO of the business, Max Eburne, and the research shows that when campaigns achieve clear branding and strong emotional connections, their commercial impact doubles.
“As out-of-home continues its strong growth, outperforming digital in a challenging market, ensuring effectiveness is more important than ever for our clients,” he said.
JCDecaux’s new positioning argues that with growing audiences and increasing demand for accountability, every ad needs to not only capture attention, but also be remembered in a way that influences audience behaviour.
“Out-of-home has always been recognised for its scale and visibility. The question is not whether out-of-home works – it does. But we know true effectiveness requires more than just being seen,” said Essie Wake, chief marketing officer at JCDecaux ANZ.
“Through our research and experience, we’ve identified four key drivers that transform campaign performance: portfolio quality, creative impact, sophisticated planning, and meaningful measurement. ‘Be Seen. Be Remembered.’ is our commitment to helping brands maximise all these elements to create lasting impact.”
JCDecaux’s other recently-appointed co-CEO, Dave Watkins, added: “Our focus is on helping brands unlock the full potential of out-of-home.
“By optimising every campaign through testing, learning, and collaboration, we’re ensuring campaigns don’t just exist in the public space but actively engage audiences and drive results.”
Watkins and Eburne replaced former CEO Steve O’Connor, who announced his departure late last year after 20 years with JCDecaux.
The positioning was developed in partnership with independent agency Howatson+Company, whose founder and CEO, Chris Howatson, argues that “the time has come to think of out-of-home as the foundation channel for some campaigns”.
“‘Be Seen. Be Remembered.’ captures this evolution with striking simplicity. It’s both a statement of intent and a clear framework for effectiveness,” Howatson continued.
“JCDecaux has always shaped public spaces with impactful advertising; now they’re shaping how we think about out-of-home’s role in the media mix.”
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Exactly what ooh should be saying Good work
Unexciting