Kinetic, the lifestyle and environments communications agency is expanding its in-house digital, design and creative planning resources with the launch of a dedicated creative division, called Fuel.

The launch of Fuel is a response to the increasing scope of Out of Home advertising including opportunities to integrate digital interactivity, dynamic displays, experiential and bespoke design into client brand campaigns.

Fuel will form a creative hub within Kinetic and operate across the agency, bringing together experts from across a broad range of existing disciplines including digital, mobile, experiential and strategic planning. Working in collaboration with the Kinetic planning team, Fuel will keep clients ahead of the opportunity curve by providing insight and opinion on emerging technologies and identifying cross platform opportunities to amplify OOH campaigns.

Rebecca Bainbridge, who joined Kinetic in July, will lead the new division. Having worked for two leading international branding and design agencies – TDG Communications and Landor Associates in Geneva, Switzerland, managing Procter & Gamble accounts and also as a planner for Poster Publicity (now Kinetic), Rebecca combines creative expertise with a detailed knowledge of Out of Home media.

James Copley, Kinetic’s UK COO commented: “The launch of Fuel is an exciting change in the direction for Kinetic’s business. The proposition fits seamlessly with our existing business units and reflects the changing nature of Out of Home media and the huge opportunities that emerging technologies add to the established reach and impact of posters.”

Rebecca Bainbridge comments: “Creativity is inherent to the business of Out of Home and Fuel will enable us to craft meaningful and more relevant campaigns for our clients across the board.”

The launch of Fuel follows the predictions made by Kinetic in its report on the future of Out of Home media that new opportunities across digital and non-digital poster advertising would help grow the medium’s share of UK advertising spend up to 2020.

New York : Singer and provocateur Lady Gaga set the social media universe ablaze with high praise for her specially-wrapped NYC subway train by CBS Outdoor, which covered the inside and outside of the car in advertisements bearing her likeness. The subway advertising campaign, which launched last week to promote her new album, even elicited feedback from Gaga herself, who tweeted Thursday, "Absolute Fantasy Dream Come True. My Subway Unicorn! New York City, We were Born This Way!"

The Gaga train, as it's becoming known on the Internet, is actually New York City's 42nd Street Shuttle. The campaign was launched by Universal Music, which partnered with CBS Outdoor and the MTA to create a show-stopping spectacle in the world's busiest city. Within hours of unwrapping the car, fans of the singer began lighting up message boards and social media outlets with thoughts and photos of the train.

Temecula : Outdoor Channel, America's Leader in Outdoor TV, today announced the launch of the network on Charter systems in Texas, effective immediately. Outdoor Channel will be available in the Fort Worth, Park Cities, Denton, Duncanville, Rockwall and Spring, Texas systems, giving Charter subscribers access to the sights, sounds and thrills of the network's genre leading programming.

"Outdoor Channel recognizes the importance of expanding in key markets, such as Texas, where there are large, existing communities of hunters, anglers and shooting enthusiasts with a great affinity for the outdoors," said Tom Hornish, Chief Operating Officer, Outdoor Channel. "We're excited to deepen our affiliation with Charter."

"Texas, with its expansive terrain and picturesque views, serves as the backdrop for many of our programs," said Randy Brown, Executive Vice President, Affiliate Sales & Marketing, Outdoor Channel. "We are happy to broaden our availability to Texans by providing our premium outdoor lifestyle programming throughout the area."

Outdoor Channel will be available on Channel 293 as part of Charter Communications' Sports View Plus package.

Each season, Outdoor Channel airs the highest quality outdoor action adventure programming that captures the excitement of the great outdoors through the eyes of esteemed talent and renowned celebrities. The network's second quarter programming lineup includes "BASSMASTER Elite Series," "Fear No Evil," "Madfin Shark Series," "Tecomate Whitetail Nation" and "Wardens."

Washington : The Foundation for Biomedical Research (FBR) has announced they have launched a new, targeted out-of-home advertising campaign in five cities, as part of its national ResearchSaves campaign. New "Who would you rather see live?" billboards appear in Portland, Seattle, Los Angeles, Chicago and Baltimore. The ResearchSaves campaign is designed to increase public support for medical and scientific research with animal models. 

"Our new billboards ask people to consider an important ethical dilemma we face as a society: Would you rather do away with animal research or have the new medical cures, treatments and therapies for which so many people desperately wait?" said Frankie Trull, president of FBR. "Without research with animal models, especially rodents, we will not have cures for the many currently incurable diseases afflicting children today including leukemia, diabetes, paralysis, autism, congenital heart disease, cystic fibrosis, Duchenne muscular dystrophy and malaria."

ResearchSaves is an innovative national campaign with a simple message: animal research saves human and animal lives. With its television, outdoor, online and radio advertising, the ResearchSaves campaign educates people about how medical research with animal models leads to new cures and treatments for diseases. Animal research is vital for the future of both human and animal health.  The multi-million dollar ResearchSaves campaign is supported by the nation's leading academic institutions, nonprofit organizations, hospitals, patient advocacy groups and healthcare corporations, as well as thousands of individual donors.

Established in 1981, FBR is the nation's oldest and largest organization devoted to educating the public about the essential role of biomedical research in the quest for medical advancements, treatments, and cures for both humans and animals. 

New York : In April 2010, Unilever-Degree unleashed a refreshingly pleasant out-of-home campaign placed through the Chicago office of Kinetic Worldwide. The ads “bloomed” in multiple U.S. cities including Baltimore, Washington DC and New York and targeted active women by displaying their new line of scented deodorant and body spray.

The street advertising campaign blanketed Baltimore City with a brilliant bouquet of floral shelter concepts including three shelter dominations enveloped in eye-catching floral enhancements. One of the shelter displays featured a 3D showcase of flowers. The client also saturated the city with 12 lenticular (motion printing) shelter panels showing two different images of floral scents and the Degree deodorant brand. From the start of the campaign, pedestrians were interested in the springtime floral decor and stopped at the shelter to view the exhibit.

Degree has also posted various Station Dominations in other markets. Washington DC Ad Dominations were run in Government Station, as well as New York outdoor advertising campaigns in Grand Central Station and Penn Station. Their Penn Station domination featured a “street-team” who was on hand during the first few days of the campaign to hand out samples of the product to commuters.

New York : Titan, North America’s largest Transit Advertising company, has promoted Scott Goldsmith, its former General Counsel and Executive Vice President, to the role of President, Transit. Mr. Goldsmith has been with the company since its inception in 2001.

Based in Titan’s New York headquarters, Mr. Goldsmith will be charged with working along with Titan’s 25 Transit Authority partners to help secure new advertising opportunities for its clients. He will also be instrumental in driving new sales opportunities across North America for the company.

“Scott has a tremendous understanding of all aspects of the business and is looking forward to his new challenges,” said Don Allman, President and CEO of Titan. “He has played a significant part in our expansion since 2001, and already has close day-to-day relations with our Transit Authority partners. He understands our business from the ground up.”

In addition to Mr. Goldsmith, Titan has also promoted another senior executive. Craig Abolt EVP, CFO, has had his role in the company significantly expanded. Mr. Abolt becomes Executive Vice President, Chief Financial Officer and Chief Administrative Officer.  Mr. Abolt’s role now includes all financial and administrative functions of the company, including IT, Human Resources and Titan’s growing Digital OOH network.

“Since his arrival in 2006, Craig has been indispensable to Titan. The areas he is responsible for are at the very heart of the business, and the expansion of his role is a reflection of his hard work and commitment to the company,” said Mr. Allman.

New York:CBS Outdoor and N4D have teamed up to launch Grand Central Station’s first 3D digital signage campaign.  The centerpiece of the campaign is a 14 foot screen displaying commercials in 3D throughout February.  The physiologically correct 3D content created by N4D is a first in digital outdoor advertising and is expected to lead the way for this type of application.

“To bring high definition 3D content to a high profile location like Grand Central Station, we needed a partner with the experience and resources to meet our clients’ needs.  Our partner N4D created a custom 3D solution that exceeded our expectations and their team overcame every challenge we presented to them.  We look forward to a continued expansion of our 3D offering with N4D,” said David Lane, Vice President Digital Media CBS Outdoor.  

N4D estimates that over 1,000,000 viewers will see the 3D spots, which feature a voice-over performance by Academy Award-winning actor Morgan Freeman.  To develop the famous Manhattan terminal’s first 3D display, N4D partnered with digital projection experts Christie® and Lightspeed Design Inc’s DepthQ.  Christie is providing a true high definition 3D active stereo projector, the Christie Mirage HD6.  

CEO of N4D, Clif Parker explained “N4D’s goal is to change the way the world views information.  N4D’s 20 years of research offer a new paradigm – 3D for extended daily use.  This 3D technology provides CBS Outdoor with a definite edge in the signage industry. It also ensures that their customers and viewers of the 3D advertisements will enjoy the world’s most comfortable 3D experience.”

N4D President Lance Hilton noted, “N4D is pleased to be able to offer this unique opportunity to CBS Outdoor. We see this type of advertising approach becoming very popular with companies looking to reach viewers that have become desensitized to traditional media.”

Dallas : Reflect Systems, a leading provider of digital media software and services, has announced the expanded reach of ReflectView digital media networks, including the milestone of 175,000 active displays in use by retailers and businesses.

The ReflectView digital media platform is used to create deeper relationships with shoppers and out-of-home audiences by providing engaging digital media experiences with compelling media content and interactive solutions. Reflect Systems’ networks engage shoppers with in-store media content, merchandising messages and advertising that serve the unique needs of retailers and their shoppers while reaching an audience of over 145 million shoppers each month.

“We’re thrilled with the successes we’ve shared with our customers and with the increasing use of digital media in retail,” said Matthew Schmitt, CEO of Reflect Systems. “It’s now becoming strategically valuable to leverage rich media messaging to reach customers closer to the point of decision, where the message has the most impact and can achieve immediate results.”

Bill Collins, noted industry expert and Principal of DecisionPoint Media Insights, said, “175,000 active Digital Signage displays is quite an achievement for any company. What’s particularly noteworthy about Reflect Systems is its strong focus on retail. Even in this slow economy, Reflect’s key role in the Digital Signage deployments at Target, Best Buy, GameStop and Verizon Wireless is helping to point the way to a future where digital media is seamlessly woven into shoppers’ retail experience.”

Al Wittemen, Director of Retail Strategy for TracyLocke, said, “When retailers deploy in-store digital media networks, they have an opportunity to enhance the shopper experience by optimizing communication with the right message at the right time and right place. With over 175,000 displays now in use using Reflect software, Reflect is enabling many top brand retailers to enrich the shopper’s journey.” Mr. Collins and the TracyLocke agency have published a whitepaper on the growing importance of digital media in retail.

Schematic, a WPP company, has announced the launch of Schematic Touch, a new interactive out-of-home (IOH) division created to help brands and venues connect with consumers through interactive experiences in public spaces. Experiential marketing pioneers Eric Mauriello and Josiah Hobson have been tapped to lead the division, joining the firm as senior vice president, Schematic Touch and creative director, Schematic Touch, respectively. The new executives will be responsible for driving growth at the Touch division and guiding clients in implementing effective IOH programs.

The new division’s launch follows Schematic’s June debut of its interactive Touchwall, a massive 12-foot long by five-foot high intelligent, touch-controlled display, which served as the information hub of the 2009 Cannes Lions International Ad Festival. Developed in-house by Schematic with help from Mauriello and Hobson, the Touchwall initiative grew out of the firm’s deep experience in gestural and touch navigation, and desire to illustrate the potential of interactive out-of-home.

“There’s a huge and untapped potential to build brands and delight customers by creating useful and engaging experiences in public spaces,” said Trevor Kaufman CEO of Schematic. “Eric and Josiah are two of the most distinguished names in the category and we are extremely pleased to add them to our team. Their addition allows us to offer our clients access to the best thinking in the industry when it comes to developing and implementing successful interactive out of home programs.”

Mauriello and Hobson move to Schematic from interactive agency Operand where they developed interactive experiences for brands and cultural institutions including, Levi’s, Cisco, Mercedes-Benz, Ralph Lauren as well as New York Historical Society, The National Constitution Center, the Smithsonian and The Franklin Institute. Hitting the ground rolling, Hobson and Mauriellos’ first projects at Schematic Touch will include the launch of a multi-location, intelligent multi-touch kiosk initiative for a major retailer; a redesigned business center experience for a global B2B client; and an immersive interactive experience for one of the country’s most prestigious museums.

“Most agencies are still in the horse and buggy stage when it comes to fully grasping the huge marketing value that can be derived from the creation of fun and engaging interactive experiences,” said Mauriello. “Schematic has shown an impressive understanding of this world of opportunities beyond digital billboards and passive programming, and both Josiah and I look forward to helping grow the firm’s capabilities in this exciting market.”

A pioneering Microsoft Global Agency Partner, Schematic was the first Partner Agency to receive a Surface table in order to train teams on the new technology. They also partnered with Microsoft to launch Silverlight 2 in 2008 for NBCOlympics.com. In light of upcoming Microsoft product launches, including Windows 7, Mauriello and Hobson will work closely with teams at Microsoft to leverage their latest technologies for public space experiences.

“Schematic deeply understands the intersection of technology and user-centered design. Over the years they have consistently demonstrated their ability to create innovative solutions that transform the average consumer experience into something truly delightful. Schematic’s unique expertise in brand, design and technology across multiple channels has helped to push the boundaries of how people and companies communicate. We believe that Schematic’s commitment to innovation continues with their new Touch division and is a great step toward expanding the interactive marketing landscape through a variety of public space applications,” said Shauna Sampson Eves, Global Agency Partnership Development Manager at Microsoft. “We greatly look forward to our continued collaboration in this exciting area.”

Clear Channel Airports has introduced exciting changes to Oakland International Airport with a new advertising program featured in both terminals. The refreshed advertising program features a state-of-the-art Visitor Information Center in both baggage claim areas, several high-definition LCD Screens throughout both baggage claim areas and in the departure areas, spectacular large-format wall displays, as well as many lighted dioramas throughout both concourse areas.

“Frequent flyers are an upscale demographic that is very often difficult to reach. The airport is the best place to do this,” said Melissa Cleary, sales manager for Clear Channel Airports.

The new Visitor Information & Reservation Centers, which utilize the Digital Passenger Service System (DPASS), is the culmination of months of planning and design work. DPASS allows passengers to collect information, research hotels, restaurants, transportation companies and attractions, or even call different entities through the use of touch screens, direct dial phone lines, and mobile media. DPASS assists Bay Area visitors by providing the most comprehensive hotel sales and service support ever developed for airports. DPASS allows individual properties to better develop and maintain market share and serve their current and prospective customers.

“You can cost-effectively deliver a message to more than 10 million tourists, vacationers, and business leaders through the advertising program at a very low cost per thousand,” Cleary said.

The new custom-designed digital advertising network and static displays deliver unprecedented value to businesses seeking a way to reach the airport’s customers. In addition, digital technology allows custom programming and graphic design and the ability to change graphics quickly and with ease. The brand new large-format static wall displays offer local businesses the opportunity to make a large impact on the community by being able to develop the largest advertising space ever available inside the airport terminal.

Clear Channel Airports Group has been dedicated to producing the best airport advertising programs in the world for more than 30 years. Currently, the company is partnered with more than 200 airports internationally and has won numerous awards for its design, creativity and effectiveness in airport advertising.

Clear Channel Airports’ representatives are currently meeting individually with area businesses to review the new plans and opportunities at the terminal.