Clear Channel UK has launched Storm, a new brand designed to revolutionise premium digital Out of Home.
Storm, announced under the code name ‘Project X’ in July, offers a portfolio of stunning sites, state-of-the-art digital screens, high quality audiences and a unique approach to trading.
Storm launches with The Chiswick Towers and Cromwell Road Tower between Heathrow Airport and central London; The A40 Power Station; and Coventry House at Piccadilly Circus. Storm’s digital structures are state-of-the-art, iconic, and totally different to anything else in the market.
The portfolio will be further strengthened with the imposing North London Towers on the North Circular at Brent Cross.
Storm totally re-invents outdoor advertising’s traditional trading model with a radical shift from two-week in-charges and 30-second shared loops to completely bespoke solutions ranging from a targeted two-hour campaign hitting a commuter audience on a Friday evening to a year-long residency.
Storm sites have been designed to showcase brands brilliantly through the creative flexibility of full ownership. To provide the best possible showcase for advertisers, no Storm branding appears on the sites. Digital nameplates and customisable lighting complete the ownership story. The result is an offering that can be tailored to clients’ needs, built around maximising creative and media-planning potential for the brand.
Errol Baran, Managing Director of Storm, said: “Storm is the biggest and boldest launch in UK out-of-home this year. We want brands to ‘take ownership and play differently’. That means taking full control of some of the finest advertising structures anywhere in the world over a timescale that works for them.”
Matthew Dearden, Chief Executive of Clear Channel UK said: “Storm is a totally new kind of media owner. This isn’t just about beautiful, state-of-the-art sites – it’s about rethinking digital and fully embracing its inherent flexibility. We want to free clients from the constraints of shared loops and work in partnership with them to understand their challenges and connect them with the right audience at the right time.”
Clear Channel has been operating the Storm trading model at The Chiswick Towers since April with stunning campaigns from brands including Apple, Burberry, Coca-Cola, Google and Sky. HTC used the flexible trading model to run a campaign on the day of the Champions League Final at Wembley Stadium, while Virgin Holidays used the site with a targeted campaign on the Friday night before the May Bank Holiday.
Warburtons embraced the creative flexibility of Chiswick with an eye-catching campaign that split a loaf of bread across both towers.
Storm, which is based at new offices in central London, is to welcome Louise Stubbings to the team as Head of Brand Investment. In her new role, Louise will report to Darren McKay, Sales Director and will be responsible for end-to-end sales, working closely with the UK’s leading advertisers.
Louise joins Clear Channel from Primesight Outdoor where she has spent eight years, most recently as Agency Sales Director. Prior to this, she held sales positions at Carlton Screen Advertising and The Daily Telegraph.
Darren McKay, Sales Director of Storm, said: “Louise will be responsible for building long term relationships with the UK’s biggest advertisers. Louise’s passion for out-of-home and her desire to build our point of difference in the media marketplace makes her the perfect fit for this position.”