‘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.