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May 8, 2023

The Concrete Canvas: A Conversation with Benjamin Fishlock

The Concrete Canvas: A Conversation with Benjamin Fishlock

I'm your host, Tim Rowe, and today we have a fascinating conversation with Benjamin Fishlock, Head of Creative Strategy at Global Street Art. In this episode, we go deep on the compelling case for building a "real-world brand" and unpack the impact of hand-painted art - The Concrete Canvas.

Highlights and Key Concepts:

  1. Importance of Real-World Attention and Mental Availability:

    • The impact of bus advertising on brand visibility and share of search.
    • The concept of mental availability and the different levels of awareness.
    • The difficulty of achieving fame and being top of mind within a category.
    • The fascination with hand-painted advertising and its ability to create unforgettable impressions.
  2. The Role of OOH Advertising In The Marketing Funnel and How To Measure Effectiveness:

    • A discussion on the effectiveness of OOH advertising relative to current online advertising.
    • The importance of hyperlocal brand-building and ad targeting.
    • The need for creative considerations to ensure maximum impact.
  3. Excess Share of Voice and its Impact on Market Share:

    • Understanding the leverage of Excess Share of Voice (ESOV) in advertising.
    • The relationship between creativity, memorability, and market share gain.
    • The importance of format selection and playing different elements off of one another.

Why You Should Watch or Listen Now:

  • Actionable insights into the world of OOH advertising and its effectiveness.
  • Discover the power of creativity in driving fame and winning market share.
  • Learn about the impact of hand-painted art in elevating advertising campaigns.
  • Understand the importance of targeting and campaign size when using OOH marketing.
  • Explore the relationship between share of voice and share of market.

Watch or Listen Now - click the link below to watch or listen now!

Benjamin Fishlock and The Concrete Canvas