By Fouad Abdel Malek, ECD, TBWA/Raad
Part 1: The Potential
Outdoor is no longer a large poster, as most people would have you believe. It’s evolved in leaps and bounds, especially in the last decade. Not necessarily in our part of the world, but there are a few notable exceptions.
Outdoor can take on many guises, from a bus shelter to a pop-up store, from a data-driven digital screen to transit mediums like trains, planes and automobiles. Add to that the advent of immersive experiences, the street-art pieces, ambient structures, stunts and moving wall displays, and it suddenly becomes a much more engaging medium, often with stronger reach and recall than an intrusive online ad. And i
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