JCDecaux launches new brand positioning ‘Be Seen. Be Remembered.’ via Howatson+Company

JCDecaux has launched its new brand positioning ‘Be Seen. Be Remembered.’ developed by Howatson+Company, which reinforces its focus on making out-of-home (OOH) advertising work harder for brands by driving real business outcomes.

Says Essie Wake, Chief Marketing Officer, JCDecaux Australia & New Zealand: “OOH has always been recognised for its scale and visibility. The question is not whether OOH works – it does. But we know true effectiveness requires more than just being seen. Through our research and experience, we’ve identified four key drivers that transform campaign performance: portfolio quality, creative impact, sophisticated planning, and meaningful measurement. ‘Be Seen. Be Remembered.’ is our commitment to helping brands maximise all these elements to create lasting impact.”

Marketers need reach and effectiveness. With growing audiences and increasing demand for accountability, every ad needs to capture attention and, more importantly, be remembered in a way that influences audience behaviour. ‘Be Seen. Be Remembered.’, is about ensuring campaigns aren’t just noticed, but drive measurable outcomes.

JCDecaux’s new research with System1 highlights the importance of OOH creative effectiveness. Findings show that 50 percent of OOH exposure results in no brand recognition, and among those that do, half do not create enough emotional engagement to influence behaviour.

Says Max Eburne, co-CEO, JCDecaux Australia & New Zealand: “True effectiveness comes from creative impact, planning precision, and accountability. Our new research with System1 shows that when campaigns achieve clear branding and strong emotional connections, their commercial impact doubles. As OOH continues its strong growth, outperforming digital in a challenging market, ensuring effectiveness is more important than ever for our clients.”

Says Dave Watkins, co-CEO, JCDecaux Australia & New Zealand: “Our focus is on helping brands unlock the full potential of OOH. By optimising every campaign through testing, learning, and collaboration, we’re ensuring campaigns don’t just exist in the public space but actively engage audiences and drive results.”

‘Be Seen. Be Remembered.’ captures what makes OOH effective – visibility that leads to action.

Says Chris Howatson, Founder of Howatson+Co: “The time has come to think of OOH as the foundation channel for some campaigns. Be Seen. Be Remembered. captures this evolution with striking simplicity. It’s both a statement of intent and a clear framework for effectiveness. JCDecaux has always shaped public spaces with impactful advertising; now they’re shaping how we think about OOH’s role in the media mix.”

With more people engaging with OOH than ever before, JCDecaux’s extensive network, category expertise, and advanced measurement and insights, help brands harness the full potential of the fastest growing media channel.

The complete guide to OOH effectiveness report including System1 findings is available here.