the real world august 2015
TRANSCRIPT
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13/08/2015
The Real World August 2015
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The
Posters
Laptops
Tablets Duty Free /
Retail Media &
Assets
Owned OOH
(e.g. buildings
or jet bridges)
Networked
Video Screens Content
Physical
Experiences
(sampling)
Experiential
Stands / Zones
Platforms
Apps &
Games
Commerce
& Coupons
Mobile etc
Data
Technology
Ads
People
& Places
Services /
Utilities
(e.g. wifi)
Out-of-Home ecosystem
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Understanding The Connected Consumer
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OCS
Constantly
consumer-
centric
Constantly
consumer-
centric
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OCS in Numbers
6,765 Total sample in UK
7th Version
Release Date Feb 2015
100,000+ Global respondents
30 Countries OCS is run in
250 Brands now included on the
survey
41 Number of OOH formats
analysed within OCS
%
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Did you know…
OCS
59% of all respondents
agree that placing digital
screens in open places
is a good idea.
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TouchPoints
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Did you know…
TouchPoints
On a Friday
76% of males
spend time
travelling..
Source: Touchpoints 2014
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JCDecaux
Connected
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Clear Channel Tribes
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Clear Channel
Ngen
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Exterion Insight Tools
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Exterion Media
work.shop.play
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Primesight Primelife tools
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Latest summary of OOH Insight & Trends
Posterscope Media Digest
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Data Driven Targeting
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A pioneering new travel survey
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Measuring audiences whilst OOH
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Revolutionising the way we plan
OOH
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We Live in a Convergent World
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Driven by technology and consumer
expectation…
1.1bn Connected Things will
be used by smart
cities in 2015
370 contactless
transactions are
made every
minute in the UK
+8% Q1 2015 global
smartphone value
versus previous
period
+95% Have researched a
product
or service on their
device before/during
shopping
1bn Smartphone unit
sales in 2014
40% Of social media
users share a
purchase on social
media
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It’s a convergent World
Gateway to Mobile
content
Networked OOH:
Real Time
Experiential OOH
Owned OOH Interactive interfaces Live video streaming
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Index of tweets vs. the
norm in proximity to
posters in Nottingham
New Planning Data
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New Planning Data
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270yd
New Planning Data
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The Out-of-Home Marketplace
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1999-2014 Media Revenue
Media Revenue Growth
Source: Aegis Media & WARC
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Internet
Outdoor
Cinema
Radio
TV
Magazines
Newspapers
Media
Year
An
nu
al
tota
l m
ed
ia s
pen
d in
£m
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£0.0
£50.0
£100.0
£150.0
£200.0
£250.0
£300.0
£350.0
Q1 Q2 Q3 Q4
2012
2013
2014
2015
Media Revenue 2014 and Q1 2015 (est.)
Source: OMC / ** 2015 data is Posterscope estimate
Total 2014 - £1,019m (3.0% YOY)
+6%**
6.4%
0.6% 6.1% £m
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UK Digital OOH Revenue
0
50
100
150
200
250
300
350
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Source: OMC/Posterscope estimates
3.8% of OOH spend
27% of OOH spend
Forecast
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0
10
20
30
40
50
60
70
80
90
2011 2012 2013 2014
Q1
Q2
Q3
Q4
UK Digital Outdoor Revenue by Quarter
Source: OMC
Total 2014 - £271.2m (27% YOY)
£m
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The top OOH spending categories: January – June 2015
Top 10 Categories
Entertainment
and leisure
Cosmetics &
Personal care
Telecoms
Motors
Finance
Travel &
Transport
Drink
Media Govt, social,
political
£74.8m
14.1%
£45.9m
-0.3%
£33.0m
-20.%
£32.2m
-2.1%
£29.0m
-5.0%
£10.5m
-16.6%
£14.7m
-1.8%
£17.2m
27.4%
£25.7m
15.4%
£27.7m
0.2%
Food
Total market £362m (+3.7%)
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The top OOH spending categories: June 2015
Top 10 Categories
Entertainment
and leisure
Cosmetics &
Personal care
Telecoms
Motors
Finance
Travel &
Transport
Drink
Media Retail
£16.4m
20.7%
£11.8m
64.9%
£7.8m
-11.6%
£7.2m
53.5%
£5.5m
-24.4%
£2.9m
25.2%
£2.9m
52.3%
£4.2m
-24.4%
£5.0m
30.6%
£5.3m
32.1%
Food
Total market £79.3m (+17%)
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The top OOH spending advertisers: January – June 2015
Who’s Spending?
£15.6m
24.3%
£7.5m
51.0%
£7.3m
8.2%
£5.8m
648.7%
£5.7m
130.4%
£4.5m
217.9%
£3.9m
124.9%
£4.7m
21.7%
£5.5m
10.1%
£5.7m
-3.2%
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The top OOH spending advertisers: June 2015
Who’s Spending?
£3.7m
53.0%
£2.3m
44.8%
£1.8m
527.0%
£1.7m
3991%
£1.6m
3277%
£1.3m
0%
£1.3m
-10.3%
£1.5m
2713%
£1.5m
304.2%
£1.5m
344.5%
£1.5m
2713%
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Spend by OOH format: January – June 2015
Spend Trends- Roadside
£53.3m
90.1%
Large Digital 6s
£118.7m
-10.1%
48s
£48.5m
6.9%
96s
£15.7m
-2.8%
Specials
£6.4m
51.5%
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Spend by OOH format: January – June 2015
Spend Trends- Transport
£47.9m
11.4 %
£24.0m
4.4%
£21.9m
-3.1%
£20.6m
-31.4%
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31%
23%
21%
8%
17%
Consolidated Market Place
Others Est. Market share based on revenue
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In the UK JCDecaux provides opportunities on multiple formats
across roadside, rail, retail, airports and the experiential
landscape.
Nationwide across environments in all the key cities across
the UK.
Roadside: Continued investment in digital across the
country. Key new digital locations include The Salford Arch
and first ever 84” D6’s in Edinburgh.
Rail: Digital expansion continues across D6 and
Transvision networks
Retail: M-Vision expansion to further premium malls, and
portfolio moves towards 100% digital with D6 development.
Continued digital investment at Tesco
Airport: Ongoing development in digital inventory at major
UK airports. New iVision screens and increasing focus on
dynamic content and live updates
Experiential: JCDecaux Live is expanding the multi-
environment portfolio further
Connected Commuter and Connected Consumer, Power of
Big ‘3’ from JCDecaux Insight.
‘Business Traveller 2’ Insight, Audience Typology, Luxury &
Motors category presentations and Perceived Value
Research from JCDecaux Airport.
JCDecaux is a privately owned French OOH advertising
company, founded in 1964 in Lyon when Jean-Claude
Decaux installed the first advertising bus shelter. This local
outdoor company is now a global media owner.
Reporting €2,813 million in revenue in 2014, JCDecaux is
present in more than 70 countries worldwide and is market-
leader in the UK.
JCDecaux has recently been awarded the £500m TfL Street
Furniture contract across a period of eight years.
jcdecaux.co.uk
About JCDecaux Key Areas For Investment
Key Formats
Geography Proprietary Research
+
Media where it matters
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Nationwide across environments in all the key cities
across the UK
Ngen
Our community of young, social and connected people
gives us deep and rich insight and allows for on-going
engagement for Clear Channel and our brand partners.
.
.
About Clear Channel Key Areas For Investment
Key Formats
Geography
Proprietary Research
+
clearchannel.co.uk
Clear Channel UK is part of Clear Channel Outdoor (CCO),
which in turn, is 89% owned by iHeart Media Inc. – the global media
and entertainment company. The remaining 11% of is traded on the
New York Stock Exchange (NYSE: CCO).
Clear Channel Outdoor is one of the world’s largest outdoor
advertising companies with more than 675,000 displays in over 40
countries across Asia, Australia, Europe, Latin America and North
America. Reaching nearly 600 million people monthly, including
consumers in 45 of the top 50 U.S. markets, Clear Channel Outdoor
enables advertisers to engage with consumers through innovative
advertising solutions. Clear Channel Outdoor has over 7,000
employees and a reported revenue of $3bn.
Adshel, Adshel Live, Storm, Billboards, Malls, Supermarkets, Socialite
Adshel Live national Roll-out
The national roll-out of Adshel Live will see us launch a network of
digital screens in premium locations across the 25 largest cities in
the UK - giving brands the opportunity to engage with audiences
using dynamic, interactive and real-time advertising creative.
Storm expansion
We are continuing to invest in Storm, our premium digital portfolio.
With three new sites; Billingsgate, Shoreditch High Street and
Lambeth Palace Road launched in London along with the roll-out of
sites across the UK, the expansion of Storm demonstrates our
dedication to our next generation digital portfolio.
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Roadside, supermarkets, shopping malls, digital portfolio,
Pinnacle
Nationwide across environments in all the key cities
across the UK
Special builds, digital and interactivity:
Storm- Storm is designed to revolutionise premium digital out-
of-home. It launched with The Chiswick Towers and Cromwell
Road Tower, The A40 Power Station and Coventry House at
Piccadilly Circus. The portfolio is further strengthened with the
North London Towers
Mobile platform- Clear Channel UK and Metro have
announced a partnership that will bring free content to
commuters at mobile-enabled bus shelters with interactive
tags right across the UK
Ngen
Clear Channel UK is the British division of iHeartMedia,
Inc., a global media conglomerate based in San Antonio,
Texas, USA. It operates through a complex group
structure, with some 70 UK subsidiary companies.
companies.
Part of Clear Channel Communications Inc, the American-
based global media and entertainment company, CCO
was bought out by venture capitalists in 2008 and in 2013
posted revenues of $2.9bn worldwide.
Built on the foundations of a national network of bus stop 6
sheets, the UK business has since expanded via an
extensive portfolio of iconic, digital and mobile assets.
About Clear Channel Key Areas For Investment
Key Formats
Geography
Proprietary Research
+
clearchannel.co.uk
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Underground, bus, retail (Westfield Stratford, Westfield
London and One New Change), National Rail
Formats include, 96s, 48s, 16s, 6s, 4s, LEP’s, TCPs, DEPs,
LCDs, XTP’s, T-sides, Streetliners, Bus interiors, etc.)
National with a dominant presence in London
Increasing digital offering across Rail & London
Underground
Illuminated New Bus For London
Performance 48 sheets National Rail
Expansion of retail offering
Birmingham Express Roadside digital
work.shop.play and All eyes on London
Previously part of American-based CBS Corporation, CBS Outdoor
International was sold in the Autumn of 2013 to LA-based Platinum
Equity and rebranded to Exterion Media in January 2014.
Exterion are currently involved in pitching for the TfL pitch which
combine the ad sales for the Underground, the Overground, the
Tramlink, the Docklands Light Railway (DLR), Victoria Coach
Station and Crossrail, when it launches.
About Exterion Outdoor Key Areas For Investment
Key Formats
Geography
Proprietary Research
+
http://www.exterionmedia.co.uk/
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Roadside,Digital ‘Network’ cinema, Glasgow subway
National coverage with sites in all major cities across
the UK and Glasgow Underground.
Primesight has heavily invested in Digital by creating the
first national roadside digital ‘Network’ of 48 sheets. It
continues to expand as sites are rolled out across the
country.
Primemobile, Primedesign,, EPOS, Brain Works, Geofencing.
Primesight has also recently innovated ‘Primemobile live’ – a
real time marketing performance dashboard that allows you to
view campaign progress in the moment.
Jointly owned by GMT Communications Partners LLP and
the Primesight management team, Primesight is a UK-
based business which has a market share of 8% in
2014/15.
primesight.co.uk
About Primesight Key Areas For Investment
Key Formats
Geography
Proprietary Research
+
Results are our culture
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61 screens & displays across 42 locations in 9 cities.
Large-format digital, iconic landmark and super-premium
banner locations including The IMAX.
Ocean has a regional footprint that spans the following
UK cities: London, Birmingham, Liverpool, Manchester,
Leeds, Bristol and Glasgow
, , , , , and .
Ocean practices 'The Art of Outdoor', with every site in the
Ocean portfolio having a unique quality and personality.
Ocean’s strategy of developing iconic digital land premium
formats, is mirrored by its acquisition strategy. Areas of
investment include…
The Grid
Ocean Labs
Regional site expansion
Neuroscience Research projects
- The Science Behind the Art of Outdoor
- Beyond Out of Home
Ocean Outdoor, launched in 2005, is a boutique, UK-based
media company pioneering creativity in digital OOH via an
expanding portfolio of large-format, high profile sites
In May 2012 a management buyout, backed by LDC Capital,
purchased the business from Smedvig Capital for £35m
In 2014, Ocean Group acquired Signature Outdoor and in
2015 expanded further with the acquisition of MediaCo.
Ocean Outdoor reported revenues of £23.4 million in 2012
About Ocean Outdoor Key Areas For Investment
Key Formats
Geography
Proprietary Research
+
oceanoutdoor.com
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Posterscope news, views and campaigns
www.pioneeringooh.com
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8/13/2015
Posterscope launches new office in Nigeria
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8/13/2015
Posterscope Brazil named official OOH agency
for the 2016 Olympic Games
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8/13/2015
Posterscope and British Gas Hive’s OOH campaign has
been shortlisted in Media Week awards
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psLIVE has been shortlisted for five awards
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psLIVE host Live Storytelling seminar
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It’s Pimm’s o’clock for outdoor advertising
by Glen Wilson, Posterscope UK
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Live storytelling and its growing importance
by Michael Brown, psLIVE
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M&C Saatchi, Posterscope and Clear Channel
unveil the first Artificial Intelligence poster
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Westfield unveils first UK airport campaign in
Arabic
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Adidas takes the spotlight on London’s IMAX
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8/13/2015
Stella Artois brings to life view of Wimbledon
perfectionist, Rufus the Hawk
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8/13/2015
Digital OOH show you’re never more than few
steps from Santander Cycles
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OOH Industry News
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13/08/2015
JCDecaux Wins Transport for London Bus Shelter
Advertising Contract
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13/08/2015
Ocean becomes official media provider to Team
GB in the run up to Rio 2016
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13/08/2015
Clear Channel UK becomes Official Media
Partner of the British Masters
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13/08/2015
Crowdfunder and Primesight partner to support
publicly funded projects
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The IMAX Just Got Even More Impactful
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Ocean launches digital out of home campaign to
help London’s Air Ambulance
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Outdoor Plus adds M4 London Gateway
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Outdoor Media Centre appoints Tim Lumb as
Insight and Effectiveness Director
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Storm kicks off intensive expansion with three
new London sites
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JCDecaux ATA wins Madinah airport advertising
contract
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Admedia commission in-depth study into SMEs
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Ocean Launches Search for the World’s Most
Creative Digital Out of Home Concepts
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Outdoor plus unveils landmark banner on
Shaftsbury Avenue
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Exterion Media introduces moments to connect
on London buses
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MOTO extends screen contract with Amscreen
Group
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AdGroup announces Primesight is the preferred
bidder for its UK airport specialist Eye Airports.
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Stuff we like
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JetBlue and Coca-Cola encourage people to
share a little liquid humanity
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Miniature ‘Ant Man’ scenes pop up around
London
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13/08/2015
Carlsberg’s latest stunt gives holidaymakers a
pick-me-up
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13/08/2015
Kellogg’s has planted people carrying a fridge in a
suitcase on the London tube
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13/08/2015
McDonald’s offered free McFlurry’s with heat-
activated billboard
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13/08/2015
100 ant-sized IMAX tickets were hidden around
UK cities
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13/08/2015
‘Nude’ Baristas Serve Up Coffee To Promote
Nestlé’s All-Natural Creame
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13/08/2015
Undress This ‘Dating Naked’ Billboard
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13/08/2015
Becks surprises passengers waiting for baggage
at Frankfurt Airport Becks surprises passengers waiting for baggage
at Frankfurt Airport
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13/08/2015
Turkish Airlines Launches the World’s First
Periscope Flight
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13/08/2015
You Need to Speak Emoji to Understand This
Anti-Drug Campaign
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13/08/2015
Chapman is calling…
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8/13/2015
Great Escape’ for Graubünden Ferien
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8/13/2015
Ocean broadcasts remarkable British film and TV
footage in Partnership with BFI
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8/13/2015
Nike celebrates the ‘Real Girls of Moscow’ with
empowering ads, murals and GIFs
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8/13/2015
TAM uses passengers facebooks to personalise
in-flight magazines
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8/13/2015
A giant human skull has appeared on London’s
South Bank
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8/13/2015
Nike Chin Up…
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Find Out More
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