Most people who see a wrapped bus moving through Boston never think about how it got that way, and that’s exactly the point. A great wrap looks effortless from the outside. But behind that finished look is a process with…
Out-of-home advertising has a branding problem, and it is entirely self-inflicted. For years, the category has been treated by many marketers as the medium you fall back on when the “real” strategy, meaning digital, is already funded, or as a…
One of the first questions we ask every advertiser who comes to us is not “what’s your budget” or “when do you want to launch.” It’s simpler than that: who are you actually trying to reach, and where do they…
Every advertiser eventually asks the same question in some form: where does this next dollar do the most work? For decades, that question had a fairly narrow set of answers: print, TV, radio, and outdoor. Today the options have multiplied,…
Boston is a city built for walking, for waiting at crosswalks, for sitting in traffic on Storrow Drive during rush hour. It is also, not coincidentally, a city where bus wrap advertising performs exceptionally well. Understanding why requires looking past…
