This week marked the national launch of MOVE (Measurement of Outdoor Visibility and Exposure), an initiative of the Outdoor Media Association. MOVE is a new audience measurement system intended to make audience reach measures of out of home advertising more consistent and accurate. The MOVE system will provide media buyers with a more precise idea of how many people are likely to see the outdoor advertisement.

Getting creative with out of home advertising is a great way to touch base with your customers and prospects while they’re out and about. With the right location and a generous splash of creative, you have the opportunity to make a lasting impact on your audience and generate invaluable word of mouth. Out of home advertising is best as a part of an integrated strategic campaign.

There are some great examples out there of cleverly executed out of home advertising, including outdoor advertising channels such as bus stop advertising and billboard advertising. Here are just a few…

The “Rain Changes Everything” campaign for Papakura District Council, NZ featured a billboard that bleeds when it rains.

We love this is an attention grabbing piece for release of Patricia Cornwell’s The Scarpetta Factor.

An example of just one of the clever creative billboards for the True Blood series.

This enlightened billboard for The Economist uses motion-sensing technology to light up when someone walks under it.

As we continue to move from the information age to the conceptual age, I am a firm believer that creativity, and the creative industries, are becoming a more significant and even critical component of the emerging developed world economy.

It’s an argument championed by Daniel Pink a few years ago in his book A Whole New Mind: Why Right-brainers Will Rule the Future. With the future in its hands, the creative industries are certainly an exciting place to be, and the Creative3 forum is the place to learn, share and network with the industries best.

Creative3 is an exciting industry forum focusing on the point where creativity, investment and enterprise meet.

Hosted by QUT Creative Enterprise Australia, and taking place in Brisbane from 14-16 April 2010, this first of a kind event boasts an impressive range of keynote speakers providing their insight and support to creative businesses.

This is shaping up to be a must attend event for anyone connected to the creative industries, as well as those who realise the importance of investment into a significant part of the emerging Australian economy. From entrepreneurs to venture capitalists, this forum has much to offer, including Australia’s first investment pitching session with prices valued at more that $100,000 up for grabs.

Learn more about Creative3 at the creative 3 website: http://creative3.com.au

The Position

We are looking for a disciplined creative who can think strategically, and translate strategy into innovative creative visual communication pieces. Working for a variety of clients, across a variety of industries, you will need the ability to quickly understand communication objectives and target audience insights, and apply your strong conceptual and problem solving skills to arrive at creative and effective outcomes.

The flexibility of being able to work across different media (print, interactive, video) and different design styles is a must. An understanding of, and an ability to write copy would also be advantageous.

If you enjoy flexing your creative muscle on a daily basis in a dynamic, fast paced small agency environment, we’d love to hear from you.

Please address all correspondence to Michael Mottarelly, Managing Director (michael@enso.com.au).

The Position

We are looking for a bright spark who lives, breathes and eats web technologies, is versatile and adaptable, and loves to roll up their sleeves and make things happen.

This is a leadership role, working alongside the company directors, as well as designers and developers, to provide innovative solutions for clients, and assist in driving the business forward inline with strategic objectives.

A suitable candidate will have significant experience with:

• HTML, CSS, XML, Javascript
• PHP, MySQL
• CMS including Wordpress, Drupal and similar
• Actionscript and Flash authoring
• Interactive navigation and usability
• Working knowledge of SEO and online marketing strategies

The above technical skills need to be complemented with the following qualities:

• Demonstrated leadership potential
• Project management skills
• Business minded
• Commitment to continual professional development and improvement
• Understanding of fundamental design and marketing principles
• Client interfacing and presentation skills
• Creative problem solving
• Can do attitude

What we offer

In return for your dedicated, results-driven contribution, we offer you a supportive creative work environment in which to hone your problem solving skills and progress your career. Our variety of clients and work will provide you with exposure to a number of different industries, and ensurers that there is always something new and exciting to learn and do. Remuneration is negotiable inline with experience and capabilities.

Ready for the challenge?

Convince us that you have what it takes. Please send an application letter outlining your experience and qualities in relation to the requirements stated above, your resume, references and examples of your work. Please address all correspondence to Michael Mottarelly, Managing Director (michael@enso.com.au).

Whether you are reinvigorating an existing brand or starting from scratch, colour is a powerful influence on how your customers perceive your brand. Remember, your brand isn’t what you say it is – it’s what your customers say it is. So it’s really important to consider the emotional impression your colours will make.

Colour is a visual language that communicates with us on a subconscious level and can influence our moods and emotions. The impact of colour is based on learned associations that are a product of our experiences, tradition and culture. Therefore when selecting colours for your brand or corporate identity make sure you keep in mind who you want to talk to and how you want to be perceived.

Last year, the issue of colour as intellectual property reached a peak with Cadbury and Darrell Lea, and BP and Woolworths battling it out for rights to shades of purple and green, respectively. This just highlights the power of colour as a highly effective and valuable communication tool.

If you need a bit of inspiration take a look at Colourlovers, which is a great resource that matches your search terms or desired meanings with colour palette options.

Baxter is a leading supplier of pharmacy services and elastomeric infusion devices which help hospitals deliver efficient and cost effective Hospital In The Home services.

Baxter engaged Enso to assist in developing a communications program to support the growing number of Hospital In The Home wards.

STRATEGY/EXECUTION

Enso developed a brand positioning for Baxter’s offering, with support material delivered through video, online and print with a number of Health Care Professional and Patient resources developed.

A planned video series explores the challenges and benefits of Hospital In The Home.

http://thehomecalling.com.au

Moreton Bay Boys’ College engaged Enso to assist them in developing their brand platform and creative expression of their unique educational offering.

STRATEGY/EXECUTION

Enso worked with Moreton Bay Boys’ College to identify and define their brand platform and unique positioning, and then express it creatively in a refreshed visual identity. Logo work, brand advertising and website development followed the initial brand platform work.

Box and Lock Self Storage required a new website that was very simple, highly usable and provided distinct differentiation within the self storage industry.

Enso designed and developed an easy to use content managed website integrating google maps and a storage calculator.

As part of their commitment to sustainable business, CUNA Mutual Group Australia established a sustainability program consisting of 4 specific workgroups focusing on workplace, marketplace, environment and community. A visual identity was required to support the program its associated communications.

STRATEGY/EXECUTION

Enso developed a core logo for the program that represented the idea of sustainability and the human contribution of the workgroups towards it. This logo informed the visual direction of a series of 4 illustrations, each of which embodies the spirit of its associated workgroup. Workgroup t-shirts featuring the logos were manufactured from organic cotton and printed using an environmentally friendly digital printing process using vegetable based inks.

Baxter Healthcare Australia’s BioSurgery Heamostats Portfolio required a creative brand execution to raise the profile of their growing suite of leading surgical heamostats. The brand needed to engage the market, reflect the benefits and nature of the products, while also building on the ‘Modern Tools for Elegant Surgery’ tag line previously adopted.

STRATEGY/EXECUTION

Enso developed a targeted creative execution around ‘Modern Tools for Elegant Surgery’ that communicated the sophisticated nature and benefits of the products, and also allowed for a playful and engaging approach to be used at industry exhibitions and conferences. Product devices were accurately recreated in 3d and rendered and stylised to portray a modern tech feel.

Applications included medical journal advertising, product brochures, exhibition video and graphics, promotional giveaways and touch screen interfaces (click for case study).