The Case for Doing Outdoor First

Ever notice how a condensed version of something isn’t quite as powerful as the full version? A trailer is no substitute for the full film. Cliff’s Notes don’t even come close to immersing yourself in a good book. A billboard created from a solid TV spot or decent print ad is usually completely ignorable.

When you’re creating an ad campaign in multiple media, try developing the outdoor first. Make it solid. Make it powerful. Make it the essence of what you’re trying to accomplish. Then expand upon that concept in other media.

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Todd Turner

Todd Turner has been an art director at Adams Outdoor Advertising in Charleston, SC since 2004. He has created award-winning campaigns for large brands like McDonald’s, Bojangle’s and Harley-Davidson but has spent most of his career working with small local businesses to create advertising that actually works.

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