Kinetic Worldwide Launches Kinetic Active
Kinetic Worldwide, the global leader in planning and buying out-of-home (OOH) media, announced this week the formation of Kinetic Active, a technology division created to develop enhanced digital and creative activations in out-of-home media.
Recognising 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.
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.”
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.
June 12th, 2014 at 15:55 @705
This sounds like great news. Smart move for Kinetic.