Outdoor media company JCDecaux is launching a new, London-based ‘digital creative hub’, as it looks to “change the face” of digital OOH.

JCDecaux Dynamic will focus on developing the capabilities of OOH technology, with the aim of allowing clients to deliver contextually aware advertising and innovative creative.

The unit is being rolled out following the recruitment of Rick Burgess and Alex Matthews (pictured above, Burgess left, Matthews right) from ad agency BBH.

Matthews assumes the role of managing director, while Burgess becomes JCDecaux Dynamic’s CTO, and will lead its technical team. Both will take up their new positions on 1 February and report to JCDecaux co-chief executive Jean-François Decaux.

Decaux said: “The launch of our new London based digital creative hub, JCDecaux Dynamic follows the award of the largest bus shelter advertising contract in the world by TfL in 2015.

“Our showcase of 1,000 new digital screens on London’s bus shelters on top of assets across rail, malls, supermarkets, roadside and airport, along with the introduction of JCDecaux Dynamic, will hugely amplify our digital offering. We’re forecasting 50% of our UK advertising revenues coming from digital by 2017.” 

Matthews added: “Digital out-of-home hasn’t always been implemented to its full potential. JCDecaux Dynamic will work to change this and deliver new and exciting opportunities to advertisers.

“We believe in ‘Dynamic by Default’, because that’s the way all advertising should be. My goal is to change the face of digital out-of-home and I can’t wait to get stuck in working for the largest and most innovative outdoor advertising company in the world.”