Outdoor media provider Goa has launched an in-house creative department, with veteran Brisbane creative Greg Crawford (pictured above) to head the division.
Chris Tyquin, joint managing director of Goa, the creative facility has been launched for smaller advertisers and media buying houses who lack the resources to produce highly-engaging advertisements or campaigns.
Tyquin said the appointment of Crawford – who was formerly the creative director of Publicis Mojo Brisbane and McCann Brisbane, and has 30 years’ experience in the Brisbane market – is a huge win for goa.
“His experience and creative nous will help us deliver the country’s best outdoor campaigns,” Tyquin said.
Crawford said the intention of Goa’s new creative team is to execute out-of-home (OOH) campaigns which have the potential to be dropped into other platforms such as social media.
“I like to think the campaigns we are producing at Goa are channel agnostic,” he said.
“With billboard advertising, you’ve got five words or so and an image to get your message across. Once you get that part right, it gives brands the opportunity to build on the core message and expand the campaign elements beyond out of home.
Crawford said OOH has always been, and always will be, a creative crucible.
“Both international and local brands and businesses have to reduce their offering into a quick visual and tagline, resulting in a highly competitive industry which often leaves those with the most money to spend on creative work at the top.
“I, and Goa, are looking to offer more than just media space over the coming years, especially when it comes to helping out smaller businesses in their campaign ideation and execution.”