PML celebrates its 40th anniversary with the 4T campaign


PML Group has marked four decades of activity by carrying out its own national poster campaign through various formats and sites. The 4T initiative was developed in-house by the PML Create design team who deployed the Group Mind, Campaign Planning and Audience Optimization, Maps, and Inventory and specialist audience visualization.

The agency’s Innovate team built the 4T mobile platform and game. The content was dynamically broadcast and verified across multiple digital networks, via Liveposter, PML Group’s DOOH platform. Finally, post-campaign results were measured using attribution analysis and independent research via Ipsos. 4T’s goal is to highlight the power of OOH.

The campaign speaks to the scale and impact of classic OOH, its ability to create awareness, generate interest and elicit reactions. It embraces the flexibility and relevance of dynamic digital OOH and aims to show how OOH is the original and ultimate brand builder that is intrinsically linked to mobile and behavioral change.

Geoff Lyons, CEO of PML Group, said he plans to share campaign results using online engagement analytics and post-campaign survey data. “They say life begins at 40,” Lyons remarked. “OOH media has an exciting road ahead, but as we mark this time for our business, we must acknowledge and thank all of our customers for their incredible support.”

Lyons also thanked all of PML’s vendors.

“And, of course, to our own team, past and present,” Lyons added, “all of whom have dedicated themselves to creating stunning outdoor advertising. PML Group is relentless in its pursuit of excellence for our clients. This direction is based on the lasting impact of Jimmy Cashen and Gerry O’Donoghue, the architects of our company 40 years ago.

“We are proud to carry the torch into the exciting away future,” added Lyons.

PML Group CEO Geoff Lyons is pictured with group co-founder Jimmy Cashen


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