Kinetic Worldwide, the global leader in planning and buying out-of-home (OOH) media, announced today the formation of Kinetic Active, a technology division created to develop enhanced digital and creative activations in out-of-home media.
Recognizing out-of-home media as a platform in which mobile, digital, local and social channels converge, Kinetic Active's mission is to integrate these components into modern out-of-home media, devising solutions that deliver on additional objectives such as driving engagement, conversions and sales. Kinetic Active's unique approach to creativity uses innovative technology as a tool rather than a strategy. The group's areas of expertise include digital out-of-home production, creative development, special builds, experiential, proximity media strategy and buying, mobile activation and social engagement.
Kinetic Active has already worked on several high-profile creative OOH activations for many of Kinetic's leading clients.
Kinetic Active is being launched to provide in-house support globally. Managing Director Mike Gamaroff leads the US team. "Since the way consumers interact with the world while on-the-go is evolving, so too is Kinetic. We're already incorporating these changes into our campaigns to continue delivering the value that our clients have enjoyed since the early days of the industry", said Gamaroff.
In the UK, Kinetic Active is led by Roshan Singh, Director of Digital Innovation. Singh, who will be joined by the former Kinetic Fuel team and talent from the tenthavenue network, said: "We believe that out-of-home involves more than posters – a multitude of converging platforms is necessary for engaging and communicating with active and mobile audiences. Kinetic Active sits at the epicentre of this media convergence."
About Kinetic Worldwide:
Kinetic is the global leader in planning and buying out-of-home media and its mission is to pull forward, and make real, the future possibilities of the world of out of home communications.
Kinetic is a WPP company and part of the tenthavenue performance marketing division. Kinetic's expertise and insight helps deliver solutions for clients that achieve ambitious brand and marketing goals.
In addition to its core business, Kinetic provides wide-ranging specialist expertise through its complementary service divisions including Aureus, Aviator, Kinetic Active, Kinetic Futures, Meta, Zone and Hi Rezz. Kinetic employs over 900 professionals across 38 offices worldwide.
