JCDecaux Launches In-House Creative Resource Foundry

Reflecting the crucial role of powerful creative in out-of-home campaign effectiveness, and the potential presented by digital out-of-home, JCDecaux has launched Foundry. 

Foundry is an in-house resource for brand support in devising the most effective out-of-home campaigns, and a centre of excellence for creative consultation and development. 

Foundry’s goal is to spark ideas about out-of-home’s possibilities through development of best practice creative work, so that brands can marry craft with purpose to maximise the potential of both digital and classic out-of-home media. 

The Foundry team is also charged with opening up the medium’s potential directly to brands who have not used out-of-home before. Through a network of skilled craftspeople, Foundry can realise conceptual ideas into fully-fledged out-of-home advertising campaigns. 

Foundry combines both guidance and practical support in the transformation of creative concepts into effective out-of-home advertising campaigns. The team will champion increasingly innovative, memorable, eye-catching outdoor copy which will provide greater value to advertisers investing in the medium. 

Dallas Wiles, chief commercial officer, JCDecaux UK said: “At JCDecaux we are dedicated to ensuring that all campaigns using our media channels are as effective and powerful as they can be. Strong creative executions are a core part of this success, and with out-of-home’s digital transformation continuing, it’s crucial for advertisers to maximise the vast potential this provides. Foundry’s launch as a dedicated resource for brands and creative agencies underpins our commitment in this field, and enables us to add creative strategy and execution to best practice out-of-home media planning as services we offer our clients.”

Foundry has already worked on campaigns from advertisers in diverse categories including Pandora, Starling Bank and Save the Children. 

The four-strong Foundry team is led by lead creative partner Antonietta Chioccarelli and creative partner Mike Brand.