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Despite working for a worldwide media operator, one of the leaders of BBC Creative, the British broadcaster’s in-house advertising agency, believes that outdoor is a medium that should stand alone, away from television adverts, to drive awareness of its content.
James Cross, creative director for BBC Creative, spoke to Adweek as part of the Elevate Out of Home summit which saw him talk about the innovations that have been created to promote some of the more popular shows and sporting events it has broadcast in recent years.
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