David McEvoy, CMO at JCDecaux UK, explores why JCDecaux is shifting its marketing strategy to evolve in a digital-first world where people crave real-world experiences. David explains how Out-of-Home has become a channel that can be planned with the same rigour as digital online, while giving brands trusted, physical presence and what he calls “15 square metres of fame”. He also shares how JCDecaux is adapting its own marketing to connect more emotionally and grow real-world media.
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