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Why are FMCG brands increasingly embracing special builds?
Creativity in Out of Home advertising shines through in every detail, from Powerful Poster designs to innovative, data-driven campaigns. But nothing captures attention quite like special builds, where advertisers' wildest imaginations come to life.
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Bauer Media Outdoor empowers learning and diversity through partnership with PROPS
Bauer Media Outdoor has partnered with PROPS, a Bristol-based charity that supports people with learning difficulties into meaningful employment, as part of an initiative to provide hands-on experience within the Out of Home advertising industry.
The partnership began with two creative workshops held at Bauer Media Outdoor’s Bristol depot, where participants were introduced to the operational side of the business and took part in poster design activities. These sessions gave trainees the opportunity to develop creative skills while gaining real-life work experience, producing designs that represent PROPS and its mission.
An outside view on creativity
Out of Home (OOH) advertising is becoming an essential brand-building channel for FMCG marketers, especially amid TV fragmentation, HFSS restrictions, and rising costs. Combining mass reach with tactical retail proximity, OOH offers unique opportunities to drive mental availability and connect with consumers during key category entry points. While special builds and creative executions dominate headlines, the poster remains the backbone of effective campaigns - now supercharged by Digital OOH innovations like dynamic data triggers and contextual targeting. By leveraging distinctive brand assets and creativity at scale, advertisers can boost attention, recall, and long-term impact, ensuring OOH delivers more than awareness - it drives purchase intent.
