JCDecaux hosts Seen & Remembered 2025 Perth Upfront at The Maali at Perth Zoo

JCDecaux has recently launched its new brand positioning, Be Seen. Be Remembered., reinforcing its focus on making Out-of-Home advertising work harder for brands by driving real business outcomes. On March 27th, JCDecaux hosted their exclusive 2025 Perth Upfront at The Maali at Perth Zoo.

The presentation was led by Essie Wake, Chief Marketing Officer, JCDecaux Australia & New Zealand (Effectiveness), Sam Noble, National Product Director – Large Format, JCDecaux Australia & New Zealand (Portfolio), Scott Jenkins, Group Manager – Research, Strategy & Effectiveness, JCDecaux Australia & New Zealand (Creative), Abigail Holmes, Head of Client Strategy & Campaign Solutions, JCDecaux Australia & New Zealand (Planning), John Harris, General Manager – Sales, JCDecaux Australia & New Zealand (Measurement) and Damien Bodestyne, Sales Director WA.

Bodestyne said: “Every media investment, across all clients and markets, should work harder than the last. That’s why we’ve rebuilt our entire approach for 2025 around exploring four important drivers of effectiveness.

“The first effectiveness driver we’re focusing on this year is creative effectiveness. By partnering with System1 to analyse more than 85 Australian case studies, we’ve uncovered what separates advertising that simply exists – to advertising that truly performs. Drawing from these insights, we’ve developed our Complete Guide to Creative Effectiveness, featuring principles that brands can apply to make their campaign work harder. We’ve shared this report with WA clients to help them improve Out-of-Home campaign outcomes.

“We also have a proprietary tool, JCDecaux OPTIX, that estimates the saliency of a creative and produces a heatmap that highlights areas of viewer attention within an image or video. Any WA client can email us artwork to run through OPTIX and results and learnings can be used to enhance creative effectiveness.”

Wake said: “Out-of-Home has always been recognised for its scale and visibility. The question is not whether Out-of-Home 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 Out-of-Home creative effectiveness. Findings show that 50 percent of Out-of-Home exposure results in no brand recognition, and among those that do, half do not create enough emotional engagement to influence behaviour.

Max Eburne, co-CEO, said: “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 Out-of-Home continues its strong growth, outperforming digital in a challenging market, ensuring effectiveness is more important than ever for our clients.”

Dave Watkins co-CEO, JCDecaux Australia & New Zealand, added: “Our focus is on helping brands unlock the full potential of Out-of-Home. 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.”

Developed in partnership with Howatson+Co, Be Seen. Be Remembered. captures what makes Out-of-Home effective – visibility that leads to action.

Chris Howatson, Founder of Howatson+Co, said: “The time has come to think of Out-of-Home 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 Out-of-Home’s role in the media mix.”

With more people engaging with Out-of-Home 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 Out-of-Home effectiveness report including System1 findings is available here.