Kinetic and Grand Visual join forces to launch Accelerator
7 October, 2010
Lifestyle and environments network Kinetic Worldwide and digital production specialist Grand Visual, have joined forces to launch Accelerator – a dedicated online workflow tool for managing the copy production process and distribution of Digital Out of Home campaigns. Accelerator is designed to facilitate the entire creative and production process from campaign specification and copy validation, through to final delivery.
Digital Out of Home (OOH) media has grown exponentially in recent years both in terms of physical sites and format diversity. With no clear standards for copy specification digital OOH can be challenging when it comes to producing national cross-network campaigns. Accelerator is a media management and workflow platform designed to automate the process of receiving, ingesting, cataloguing, validating and distributing digital outdoor copy to media owners.
Accelerator simplifies this process by handling the workflow and communicating with all stakeholders involved at each stage in the digital OOH ad cycle. A centralised service with a single point of contact, it manages the initial communication of campaign formats and dates as well as the compliance process required by certain networks, and then validates the final copy against the format specifications for each scheduled network. If necessary, Accelerator is also capable of adjusting, reformatting and converting incorrectly submitted files.
Finally, Accelerator distributes the approved copy to the relevant media owners complete with detailed play out instructions whilst providing a full audit trail for clients and agencies.
James Copley, Kinetic’s UK Chief Operating Officer, said: “Accelerator is intended to replicate the processes that exist in other media where the creative parameters and procedures are widely understood and well-managed. Accelerator brings rigour to digital OOH campaign management, a sign of its increasing significance and potential.”
Neil Morris, Managing Director of Grand Visual added: “The proliferation of digital formats in the UK and abroad is a fantastic opportunity for brands to engage with outdoor audiences in a more dynamic manner. There has been a lot of investment in inventory by media owners – it is now time for investment in systems, functionality and process to optimise the effective usage of this medium. Accelerator is a signifier of a maturing medium.”
The infrastructure has attracted buy-in from both clients and media owners alike. Richard Brooke, communications and buying manager for Unilever UK and Ireland, said: “The current communication of booked media and format specification in digital OOH is not ideal. Accelerator provides a single point for copy distribution for digital OOH campaigns and so is a welcome development for clients and agencies alike.”
Matt Harris, CBS Alive, commented: “As the market is now, you have a very high level of late and incorrect copy delivered to media owners. For a reasonably sized campaign producers have multiple delivery points for the copy. Any move to drive efficiency in this area will help to protect the clients’ media value and is therefore a great step forward.”
Accelerator will be rolled out across Europe in 2010 and globally by 2012. Earlier this year Kinetic and Grand Visual collaborated on the UK’s second Digital OOH Handbook, providing comprehensive media, technical and creative information for UK networks. For further information please contact:
Sarah Crawley-Boevey +44 (0)7979 964107 firstname.lastname@example.org
Nick Mawditt +44 (0)20 7544 4635 email@example.com About Kinetic
Kinetic is the global leader in understanding how brands can connect with people’s lifestyles and the environments they engage with. A NewCo company, fully owned by WPP, Kinetic’s expertise and insight helps deliver solutions for clients that achieve ambitious brand and marketing goals.
Kinetic is traditionally an Out of Home media agency and in addition today delivers wide-ranging specialist expertise through its complementary service divisions including Joule, Aviator, Target Health, Destination Media Group, Kinetic People, Meta, ALCANCE, Zone and Hi Rezz.
Kinetic employs over 800 professionals across 42 offices. The agency has global billings of US$4.4bn. www.kineticww.com