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- China
- May 1, 2012
JCDecaux is the leading outdoor advertising specialist in the world.The inventor of the “street furniture” concept in 1964, the JCDecaux Group is the only company worldwide to focus exclusively on outdoor advertising and develop activities in all three segments: street furniture, transport advertising and billboard.
JCDecaux is leading worldwide for street furniture, leading in Europe for billboard advertising and leading worldwide for airport. The Group is present in more than 50 different countries and 3,600 cities with around 1,023,900 billboards, over 9,940 employees and generated revenues of €2,463 million in 2011.
In recent 40 years, JCDecaux Group has not only been famous for its quality service but is also a leading company in innovation (creative advertising, interactivity)
Today, a new concept of innovation is spreading in the outdoor media industry. “Advertisement”, is a format of media based on various needs to pass the information to the public and a tool to promote. The aim of advertising is to catch the attention of the public, creating sales through passing the products information. Traditional advertisement is:" I say, you listen.” Which is a one way information passing. Nevertheless, in today's commercial economy, with advertisements everywhere, how much information would the customers get?
“The nature of advertising is disseminating information; the soul of advertising is creativity.” Dissemination is a mutual process, creativity is essential to keep advertising refreshing. JCDecaux, the global leading runner in outdoor media, put the two elements smartly and created amazing products. We believe that with its outstanding creativity, JCDecaux will continue to be the leader in the industry.
This spring, we’re honored to meet the CEO of JCDecaux China Airport, Thierry Bardoux and the General Manager of JCDecaux Beijing Airport, Mr. Arnaud Redon to know more about JCDecaux from our interview.
LOOKWE: The business range of JCDecaux is creative production, advertising sales or a platform?
Thierry: JCDecaux is a historic partner of cities. Thanks to its design, innovation and service JCDecaux has been able to deliver a high quality of integrated advertising formats all over the world.
We can provide to our clients a wide range of media solutions worldwide from city centers bus shelters, street furniture for instance to subways and airports media.
At the same time, we’re devoted to help our clients to optimize their campaigns through accurate media strategy recommendation and working also with creative agencies for tailor made creative solutions to make the most of our media resources.
Lookwe: We’ve seen many new creative advertisements; it’s all very attractive and interactive. But would it be dangerous to traffic security to put attractive advertisement in the street and near traffic lines?
Thierry: While developing these medias, we would firstly have profound research on the governmental policy. Then we would find a matching point which not only meet the requirements of the government, but also to avoid to create any disturbances towards the traffic.
Lookwe: How did JCDecaux enter the Chinese market?
Thierry: End of the 90’s JCDecaux started its development in Asia. Entering Chinese market had always been a focus but we had to find the right way. China is a very attractive market for outdoor advertising operators.
Lookwe: When did you find the way? And what is it?
Thierry: In 2004 we signed a 15 years joint-venture contract with Shanghai Airports and the company was launched in march 2005 with the exclusive rights of operating advertising in both Shanghai airports. It’s now our 8th year of a successful partnership with Shanghai Airport teams. The same year, we acquired two outdoor media companies listed in HGKG mainly focusing on metro and bus advertising.
Lookwe: JCDecaux started its business by cooperating with Gehua, is that correct?
Arnaud Redon: We cooperate with Beijing government and work with Gehua on some projects. We have a partner in Beijing working on newspaper columns in street furniture. We could see our advertisements on the newspapers. We had around 400 columns. Based on the requirements of Beijing outdoor media regulations, we terminated these projects. In Beijing now it’s only transport advertisements business.
Lookwe: When I walked in just now, I saw two different names: one is JCDecaux Beijing and the other one is JCDecaux (Shanghai) Beijing Branch. What’s the difference between the two names?
Arnaud Redon: We have two names is because Shanghai is the headquarter of JCDecaux China , JCDecaux (Shanghai) Beijing Branch is a branch company specialized in Beijing Airport business development, while JCDecaux Beijing is in metro , bus and campus advertising business.
Lookwe: The headquarter of JCDecaux China is in Shanghai, maybe many people in Shanghai know about JCDecaux. But in Beijing, there’s not so well known. Which advertisements are made by JCDecaux ? Which are the most representative ones?
Arnaud Redon:: In Shanghai our logo appears in advertising medias, but as the regulations in Beijing are different from Shanghai, JCDecaux logo hasn’t appeared in the advertisements. We need to look at which part we’re operating as well. For instance, the international part of Beijing T3, we’re in charge of the international advertisements and it’s been 4 years. Most of the metro lines in Beijing are operated by the joint-venture of JCDecaux, including line 1, 2, 5, 8, 10 and 11.
Lookwe: JCDecaux is developing campus advertisements in Chinese universities. What kind of advertisements they are? And in which universities?
Arnaud Redon: We have campus medias in famous top universities in Beijing, for example, Beijing University and Tsinghua University. We work with Red Cross, it’s similar with street furniture advertising, service orientated. When you look at the advertisements you will find a box which could be opened and it has first- aid appliance, it has service and advertisement. JCDecaux has always been service orientated, it’s very important for us.
Lookwe: What do you think of the reasons of the success of JCDecaux in terms of sales?
Thierry: First the quality of the media is key. Clients appreciate our outstanding media design strategically located in the main traffic areas of the city. Second, our teams are proud of our medias and are committed to deliver the best services to the brands. This is very important. It can inspire everyone’s passion. At the same time, brand positioning is essential. When entering airport Chinese market , our priority was to bring for the first time luxury brands within the airport media environment. At that time many luxury brands were struggling to find the right outdoor media in China due to their high quality expectations. When we brought these brands into the airports , not only the operators in the airports but also the passengers and our teams were amazed. To create a favorable media environment to welcome leading brands was a key step. In fact, there’s no secret in sales, a very important universal rule is to be creative and reactive to offer the best solutions to our clients and then build a trustful relationship on the long term.
Lookwe: Recently, JCDecaux got a medal of “ One Foundation Red Ribbon Volunteer” which was to express the gratitude of your contribution in charity. What’s the next step for JCDecaux in terms of charity activities?
Thierry Bardoux: It was indeed an honor to get the medal and it’s the acknowledgement of JCDecaux. From the past, we’ve been involved in many charity activities, except for providing traditional media platform; we also worked on projects like environment protection, durable developments and wild animal protection. We have a lot of projects at the moment. While being in a country, we hope to be part of it. When this country is facing challenges , we hope to overcome them together. We will continue to participate in various charity activities.
JCDecaux is leading worldwide for street furniture, leading in Europe for billboard advertising and leading worldwide for airport. The Group is present in more than 50 different countries and 3,600 cities with around 1,023,900 billboards, over 9,940 employees and generated revenues of €2,463 million in 2011.
In recent 40 years, JCDecaux Group has not only been famous for its quality service but is also a leading company in innovation (creative advertising, interactivity)
Today, a new concept of innovation is spreading in the outdoor media industry. “Advertisement”, is a format of media based on various needs to pass the information to the public and a tool to promote. The aim of advertising is to catch the attention of the public, creating sales through passing the products information. Traditional advertisement is:" I say, you listen.” Which is a one way information passing. Nevertheless, in today's commercial economy, with advertisements everywhere, how much information would the customers get?
“The nature of advertising is disseminating information; the soul of advertising is creativity.” Dissemination is a mutual process, creativity is essential to keep advertising refreshing. JCDecaux, the global leading runner in outdoor media, put the two elements smartly and created amazing products. We believe that with its outstanding creativity, JCDecaux will continue to be the leader in the industry.
This spring, we’re honored to meet the CEO of JCDecaux China Airport, Thierry Bardoux and the General Manager of JCDecaux Beijing Airport, Mr. Arnaud Redon to know more about JCDecaux from our interview.
LOOKWE: The business range of JCDecaux is creative production, advertising sales or a platform?
Thierry: JCDecaux is a historic partner of cities. Thanks to its design, innovation and service JCDecaux has been able to deliver a high quality of integrated advertising formats all over the world.
We can provide to our clients a wide range of media solutions worldwide from city centers bus shelters, street furniture for instance to subways and airports media.
At the same time, we’re devoted to help our clients to optimize their campaigns through accurate media strategy recommendation and working also with creative agencies for tailor made creative solutions to make the most of our media resources.
Lookwe: We’ve seen many new creative advertisements; it’s all very attractive and interactive. But would it be dangerous to traffic security to put attractive advertisement in the street and near traffic lines?
Thierry: While developing these medias, we would firstly have profound research on the governmental policy. Then we would find a matching point which not only meet the requirements of the government, but also to avoid to create any disturbances towards the traffic.
Lookwe: How did JCDecaux enter the Chinese market?
Thierry: End of the 90’s JCDecaux started its development in Asia. Entering Chinese market had always been a focus but we had to find the right way. China is a very attractive market for outdoor advertising operators.
Lookwe: When did you find the way? And what is it?
Thierry: In 2004 we signed a 15 years joint-venture contract with Shanghai Airports and the company was launched in march 2005 with the exclusive rights of operating advertising in both Shanghai airports. It’s now our 8th year of a successful partnership with Shanghai Airport teams. The same year, we acquired two outdoor media companies listed in HGKG mainly focusing on metro and bus advertising.
Lookwe: JCDecaux started its business by cooperating with Gehua, is that correct?
Arnaud Redon: We cooperate with Beijing government and work with Gehua on some projects. We have a partner in Beijing working on newspaper columns in street furniture. We could see our advertisements on the newspapers. We had around 400 columns. Based on the requirements of Beijing outdoor media regulations, we terminated these projects. In Beijing now it’s only transport advertisements business.
Lookwe: When I walked in just now, I saw two different names: one is JCDecaux Beijing and the other one is JCDecaux (Shanghai) Beijing Branch. What’s the difference between the two names?
Arnaud Redon: We have two names is because Shanghai is the headquarter of JCDecaux China , JCDecaux (Shanghai) Beijing Branch is a branch company specialized in Beijing Airport business development, while JCDecaux Beijing is in metro , bus and campus advertising business.
Lookwe: The headquarter of JCDecaux China is in Shanghai, maybe many people in Shanghai know about JCDecaux. But in Beijing, there’s not so well known. Which advertisements are made by JCDecaux ? Which are the most representative ones?
Arnaud Redon:: In Shanghai our logo appears in advertising medias, but as the regulations in Beijing are different from Shanghai, JCDecaux logo hasn’t appeared in the advertisements. We need to look at which part we’re operating as well. For instance, the international part of Beijing T3, we’re in charge of the international advertisements and it’s been 4 years. Most of the metro lines in Beijing are operated by the joint-venture of JCDecaux, including line 1, 2, 5, 8, 10 and 11.
Lookwe: JCDecaux is developing campus advertisements in Chinese universities. What kind of advertisements they are? And in which universities?
Arnaud Redon: We have campus medias in famous top universities in Beijing, for example, Beijing University and Tsinghua University. We work with Red Cross, it’s similar with street furniture advertising, service orientated. When you look at the advertisements you will find a box which could be opened and it has first- aid appliance, it has service and advertisement. JCDecaux has always been service orientated, it’s very important for us.
Lookwe: What do you think of the reasons of the success of JCDecaux in terms of sales?
Thierry: First the quality of the media is key. Clients appreciate our outstanding media design strategically located in the main traffic areas of the city. Second, our teams are proud of our medias and are committed to deliver the best services to the brands. This is very important. It can inspire everyone’s passion. At the same time, brand positioning is essential. When entering airport Chinese market , our priority was to bring for the first time luxury brands within the airport media environment. At that time many luxury brands were struggling to find the right outdoor media in China due to their high quality expectations. When we brought these brands into the airports , not only the operators in the airports but also the passengers and our teams were amazed. To create a favorable media environment to welcome leading brands was a key step. In fact, there’s no secret in sales, a very important universal rule is to be creative and reactive to offer the best solutions to our clients and then build a trustful relationship on the long term.
Lookwe: Recently, JCDecaux got a medal of “ One Foundation Red Ribbon Volunteer” which was to express the gratitude of your contribution in charity. What’s the next step for JCDecaux in terms of charity activities?
Thierry Bardoux: It was indeed an honor to get the medal and it’s the acknowledgement of JCDecaux. From the past, we’ve been involved in many charity activities, except for providing traditional media platform; we also worked on projects like environment protection, durable developments and wild animal protection. We have a lot of projects at the moment. While being in a country, we hope to be part of it. When this country is facing challenges , we hope to overcome them together. We will continue to participate in various charity activities.