Latch Digital, a New Zealand digital out-of-home production company, has launched in Australia, opening an office in Sydney with experienced new hire James Poole named the first Australian based employee.
Latch was founded 10 years ago in Auckland and for the last five years has been working with media owners, agencies and direct clients in New Zealand to produce real time, data driven digital out of home campaigns.
Combining data and technology to create bespoke messaging and targeting, Latch provides agencies and advertisers with a full suite of creative services ranging from concept ideation and creative production through to execution and delivery.
Latch founder and CEO, Dave Roper, said Latch’s launch in Australia will push the possibilities of what DOOH can do, which are severely underutilised at the moment.
“Despite its proven impact, effectiveness and success, plus being relatively simple to execute, dynamic creative in DOOH is only used in a fraction of campaigns” he said.
“Our launch in Australia, along with James’ appointment, will allow Latch to be at the forefront of the uptake of dynamic campaigns in DOOH. Our goal is to inspire our clients to use DOOH to its full potential, unlocking the data driven, relevant and unique messaging that it can offer."
Poole - who has previously worked at JCDecaux, Adshel and Shopper - said since he's started working in DOOH, he's always been passionate about where the possibilities of dynamic creative can go.
"Despite often being talked about, the uptake of dynamic executions is low, I’m excited to be bringing Latch’s proven track record of success to Australia and together inspiring the industry to increase that number," said Poole.
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