Title: Marketing Manager, Global Head of Creatives and Digital OOH
Organization: The Times Group (Times OOH)
Timeframe: Sept 2018 to Oct 2020
Credits: Creatives executed by Ting Works (retainer agency) and my direct reports at Times OOH, under my direction.
My role
I set the creative direction on all campaigns and led a team of 12 creatives (3 in-house and 9 through retainer agency), who executed the work.
The situation
Times OOH sold out-of-home and digital out-of-home space to 300+ advertisers a year. Many arrived with no creative, or with artwork that did not fit the format. Our job was to make the space work for them.
What we built
1. Delhi Metro Pink Line (DMRC): a launch to sell advertising rights on a new metro line, with a brochure, targeted mailers, DOOH, and a website built around the line’s "U" shape
2. OnePlus "Adopt a Tree": a partnership with WWF India and Twitter, with airport screens showing tweets in real time
3. Mauritius Duty Free Paradise: a media bundle across the airport, placed where passengers wait longest before shopping
4. Raw Pressery and Take-off Bar
Results
- DMRC Pink Line: 14 advertisers signed in the first quarter.
- Adopt a Tree: 20,000+ tweets, with one tree planted for each.
- Mauritius Duty Free: store footfall rose 15% during the campaign.
