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Acknowledgements ... All books are a collective effort and this book is no exception, with myriad individuals and organisations making significant contributions. First and foremost, we would like to thank the OMA Board Members for their wisdom in encouraging, supporting and funding the development and production of this book. To our valuable members, we extend our gratitude for their generous assistance in seeking out the best creativity that our industry has to offer, and for sending us more amazing images and campaigns than we had available pages. Special thanks to all our contributing writers – some of the most formidable minds in Australian advertising – for taking time from their incredibly busy schedules to stop, pause and consider a response to our topics. In particular, our warmest thanks to Rob Atkinson of Adshel , Jane Caro, Luke Chess of MJW Australia, Ben Colman of 18 Feet & Rising, Ben Coulson of GPY&R Australia and New Zealand, Fiona Jolly of the Advertising Standards Bureau, Andy Lark of Group Lark, Nigel Marsh of The Leading Edge, John Purcell of oOh! Media, Leo Roberts of Coca-Cola and Ben Welsh of M&C Saatchi. We were also privileged to work with the very clever Dr Rebecca Huntley, Executive Director of the Ipsos Mind and Mood Report. A warm thanks to Rebecca for her insightful foreword and for her support on this project from the outset. No book on Out-of-Home advertising would be complete without contributing voices from within its own ranks. Thanks to the OMA project subcommittee: Matthew Byrne ROVA Media, Max Eburne JCDecaux, Nick Errey oOh! Media, Richard Herring APN Outdoor, Julie Jensen / 176 and Charmaine Moldrich Outdoor Media Association, Jane King Adshel, and Charles Parry-Okeden Executive Channel. Huge thanks to our design team, Thursday Design, for their unwavering commitment – proof of their hard work now sits in your hands. And our gratitude to our alert editor David Hely who did wonders with our words. Without a doubt it is the staff who have worked long and hard to deliver this book; they have painstakingly labored over it with precision, enthusiasm and dedication. Thank you Ti-Ahna Firth, Julie Jensen, Charmaine Moldrich and the rest of the team at the Outdoor Media Association. Getting this quality of publication is not an easy task but one made easier by the wonderful printing prowess of Imago Printing; in this fast-paced digital world there are some of us who still relish the joy of a book that is immaculately printed. A massive thank you to our friends at the Cannes Lions International Festival of Creativity, CLIO Awards, The International Andy Awards, OBIE Awards, our international counterparts and the local and international advertising agencies and clients for providing us with access to the many fantastic pieces of creative work in their possession. We were heartened by their generosity and willingness to collaborate. Without this support we simply would not have been able to show off the remarkable calibre and diversity of creative work in OOH the world over. And thanks to you, the reader, for turning each page. We hope this book inspires and encourages you to embrace the power of OOH with all your creative might. Remember: it’s big, it’s bold and it will get noticed, so make your Out-of-Home campaign count!