Digital Infrastructure Support Analyst

The world's worst outdoor ads? Sea Cleaners and JCDecaux partner to pull them from rotation via Dentsu Creative. AUCKLAND, Today: Household name brands are running the worst outdoor ads in the world. They didn't brief them, nor approve them, but they're out there damaging their brand every day. A study published in the Journal of Business Research*, and validated for the local market by Nielsen, shows that when a brand appears as litter, people are willing to pay less for its products. 2% less. So every time a brand shows up as litter, they are running the most damaging outdoor ads imaginable. That's why Sea Cleaners and JCDecaux, the global leader in outdoor media, have teamed up to combat litter and take those ads out of rotation. Every discarded bottle, can or wrapper becomes an unintended brand impression. And unlike traditional outdoor media, these impressions can actively damage perception rather than build it. Today, Sea Cleaners and JCDecaux have launched Reverse Media Schedules, a new media product designed to help brands understand and respond to these negative impressions. It treats litter as a form of unplanned media and measures the value of removing it. Developed by Dentsu Creative and Carat, along with advisory partners Finch and audience data experts Nielsen - they have combined litter audits, audience data and media modelling to calculate where branded waste is appearing, how visible it is and the potential impact on consumer perception and purchasing behaviour. "The hardest part of the job isn't picking up the litter, it's the constant hustle required to raise funds and keep our boats in the water." - Hayden Smith, founding trustee of Sea Cleaners Research conducted by Nielsen surveying 1,000 people across 124 coastal destinations reinforces the impact. It found that 17.2% of people could recall specific brands they had seen as litter, days after visiting coastal areas, while 75% said they would view a brand more favourably if it supported clean-up efforts. Already gaining momentum, brands in New Zealand including Heineken, Export and Monteith's have invested in Reverse Media Schedules, committing a valuable financial contribution to help expand ocean clean-up efforts. The initiative introduces a new way for brands to think about sustainability. Rather than treating clean-up as a charitable activity, it reframes it as a media investment that can help protect brand value while delivering measurable environmental impact. The system also identifies hotspot locations, benchmarks brands against others in their category and estimates the value created by ongoing clean-up work. Businesses gain access to dashboards and reporting tools that track these insights and show the impact of supporting litter removal. Over the past 23 years, Sea Cleaners has removed more than 21 million litres of rubbish from New Zealand's beaches and waterways, growing from a single volunteer in a kayak into a full-time operation with a fleet of ten boats. Reverse Media Schedules is designed to help scale those efforts by connecting environmental action with a model businesses already understand. "Removing the worst outdoor ads allows us to deliver on our sustainability commitments, but also our commitment to iconic, impactful out of home advertising and making sure our clients are only seen in the right way, in the right places." - Kurt Malcolm, Head of Trading Platforms at JCDecaux Hayden Smith, founding trustee of Sea Cleaners, said: "The hardest part of the job isn't picking up the litter, it's the constant hustle required to raise funds and keep our boats in the water. This tool gives us a reason to talk to dozens of companies and a concrete business value that we are delivering for them." Kurt Malcolm, Head of Trading Platforms at JCDecaux said: "Removing the worst outdoor ads allows us to deliver on our sustainability commitments, but also our commitment to iconic, impactful out of home advertising and making sure our clients are only seen in the right way, in the right places." Brett Colliver, CCO of dentsu New Zealand, said: "Good for the planet and for business. It's unfortunate that those two things don't intersect more often, but that's why we feel that Sea Cleaners and JCDecaux have unlocked something powerful in 'Reverse Media Schedules'. And what's really exciting is that it's a model that can be scaled around the world." John Mescall, Global Chief Creative Partner Dentsu Creative, said: "The responsibility for litter lies not just with the public and companies creating packaging. It also lies with us, the advertisers who help those products become so popular. With media, creative and data being so intimately linked within our business, dentsu is uniquely positioned to create an innovation like this and it's a fantastic demonstration of a key dentsu philosophy, Sanpo Yoshi - good for people, good for business, good for society." "Good for the planet and for business. It's unfortunate that those two things don't intersect more often, but that's why we feel that Sea Cleaners and JCDecaux have unlocked something powerful in 'Reverse Media Schedules." - Brett Colliver, CCO of dentsu New Zealand The cost of littered media * Sea Cleaners has operated for 23 years, removing more than 21 million litres of rubbish from New Zealand waterways and coastlines * Reverse Media Schedules combines litter audits, audience data and media modelling to estimate the business impact of litter visibility * *Research from the University of Manchester found consumers are willing to spend 2% less on a product they have seen as litter. Source: Roper, S and Parker, C (2013) Doing well by doing good: a quantitative investigation of the litter effect. Journal of Business Research, 66 (11). pp. 2262-2268. ISSN 0148-2963 * Nielsen's branded litter study surveyed 1,026 people across 124 coastal destinations. * 75% of respondents said they would view a brand more favourably if it partnered with Sea Cleaners. * 17.2% of people could recall brands (unprompted) that they had seen as litter 7 days after visiting coastal areas. * The initiative was developed with Sea Cleaners, Dentsu Creative, JCDecaux and Nielsen * The ambition is for Reverse Media Schedules to expand internationally About Dentsu Dentsu is an integrated growth and transformation partner to the world's leading organizations. Operating across 120 countries it delivers end-to-end experience transformation by integrating its services across Media, CXM and Creative, while its business transformation mindset pushes the boundaries of transformation and sustainable growth for brands, people and society. Dentsu, Innovating to Impact. About Sea Cleaners Through sponsorship, Sea Cleaners educate and coordinate volunteers to remove debris from our marine and coastal environment. They are committed to preserving New Zealand's stunning coastline for the benefit of marine life and for the enjoyment of all. About JCDecaux JCDecaux is the global leader in out-of-home advertising, delivering innovative and sustainable media solutions across street furniture, transport and billboard environments. Operating in more than 80 countries, the company partners with cities and transport networks to create high-quality public infrastructure funded by advertising, enabling brands to connect with audiences at scale in premium, high-traffic locations.

Sea Cleaners, JCDecaux and dentsu launch Reverse Media Schedules. Charity Sea Cleaners and outdoor media company JCDecaux have teamed up to combat the worst out of home ads in the world - litter. These ads might not have briefed or approved, but they are out there doing damage to brands as well as the environment every day. A study published in the Journal of Business Research*, and validated for the local market by Nielsen, shows that when a brand appears as litter, people are willing to pay less for its products. 2% less. That's why Sea Cleaners and JCDecaux have teamed up to combat litter and take those ads out of rotation. Kurt Malcolm, head of trading platforms at JCDecaux, says: "Removing the worst outdoor ads allows us to deliver on our sustainability commitments, but also our commitment to iconic, impactful out of home advertising, and making sure our clients are only seen in the right way, in the right places." Help brands measure negative impressions. Every discarded bottle, can or wrapper becomes an unintended brand impression. And unlike traditional outdoor media, these impressions can actively damage perception rather than build it. On April 2, Sea Cleaners and JCDecaux have launched Reverse Media Schedules, a new media product designed to help brands understand and respond to these negative impressions. It treats litter as a form of unplanned media and measures the value of removing it. Developed by Dentsu Creative, along with advisory partners Finch and audience data experts Nielsen - they have combined litter audits, audience data and media modelling to calculate where branded waste is appearing, how visible it is and the potential impact on consumer perception and purchasing behaviour. Gaining momentum. Research conducted by Nielsen surveying 1,000 people across 124 coastal destinations reinforces the impact. It found that 17.2% of people could recall specific brands they had seen as litter, days after visiting coastal areas, while 75% said they would view a brand more favourably if it supported clean-up efforts. Already gaining momentum, brands in New Zealand including Heineken, Export and Monteith's have invested in Reverse Media Schedules, committing a valuable financial contribution to help expand ocean clean-up efforts. The initiative introduces a new way for brands to think about sustainability. Rather than treating clean-up as a charitable activity, it reframes it as a media investment that can help protect brand value while delivering measurable environmental impact. Dentsu New Zealand CCO Brett Colliver says: "Good for the planet and for business. It's unfortunate that those two things don't intersect more often, but that's why we feel that Sea Cleaners and JCDecaux have unlocked something powerful in Reverse Media Schedules. And what's really exciting is that it's a model that can be scaled around the world." Connect environmental action with business models. The system also identifies hotspot locations, benchmarks brands against others in their category and estimates the value created by ongoing clean-up work. Businesses gain access to dashboards and reporting tools that track these insights and show the impact of supporting litter removal. Over the past 23 years, Sea Cleaners has removed more than 21 million litres of rubbish from New Zealand's beaches and waterways, growing from a single volunteer in a kayak into a full-time operation with a fleet of ten boats. Reverse Media Schedules is designed to help scale those efforts by connecting environmental action with a model businesses already understand. An innovative tool. Hayden Smith, founding trustee of Sea Cleaners, says: "The hardest part of the job isn't picking up the litter, it's the constant hustle required to raise funds and keep our boats in the water. "This tool gives us a reason to talk to dozens of companies and a concrete business value that we are delivering for them." John Mescall, global chief creative partner, Dentsu Creative, says: "The responsibility for litter lies not just with the public and companies creating packaging. It also lies with us, the advertisers who help those products become so popular. "With media, creative and data being so intimately linked within our business, dentsu is uniquely positioned to create an innovation like this and it's a fantastic demonstration of a key dentsu philosophy, Sanpo Yoshi - good for people, good for business, good for society." Credits. * Clients: Sea Cleaners, JC Decaux, DB Breweries Limited * Creative agency: Dentsu Creative Aotearoa (New Zealand) * Media agency: Dentsu Media Aotearoa (New Zealand) * Production company: The Post Office * Strategic advisors: Finch * Research & audience measurement: Nielsen *Research from the University of Manchester found consumers are willing to spend 2% less on a product they have seen as litter. Source: Roper, S and Parker, C (2013) Doing well by doing good: a quantitative investigation of the litter effect. Journal of Business Research, 66 (11). pp. 2262-2268. ISSN 0148-2963

Jean-Francois Decaux to headline the World Out of Home Organization 2026 Annual Congress in London on June 4th. March 30, 2026 Jean-François Decaux, Co-CEO and Chairman of JCDecaux, and eldest son of founder Jean-Claude Decaux, will be the keynote speaker at the World Out of Home Organization's 2026 Annual Congress in London from June 3-5. The Congress will be held at the London Hilton on Park Lane and is expected to attract a record number of delegates. JCDecaux is the world's biggest Out of Home media owner with an annual turnover of almost €4BN with major operations in Europe, Asia, the United States and across the world. WOO President Tom Goddard says: "Jean-François isn't just a major figure in Out of Home but one of the architects of the modern media world, playing a key role in growing the medium to where it is today and helping to transform cities and other localities for the better through his company's investment in street furniture and a range of other civic amenities. "This event promises to be WOO's biggest and best Annual Congress, which for the first time since 1990 is being held in the UK. "There is no one more knowledgeable and passionate about our industry than Jean- Francois, and I always come away from my meetings with him enthused and energised. We therefore eagerly await hearing his views on the future of OOH" Click here to register for the London Congress For further information: contact Richard Saturley at [email protected] About WOO The World Out of Home Organization is the only global Out of Home Association, working to promote and improve the OOH industry on behalf of its members. Board members include the major international company - JCDecaux - as well as blowUP media and Ocean Outdoor from Europe, OUTFRONT Media and Lamar from the US, Provantage from South Africa, oOh!media from Australia, Asiaray from Hong Kong and the Multiply Media Group from the UAE. In addition, the following OOH associations are represented on the Board, the OAAA in the US, Alooh from Latin America, the IOAA from India, FAW from Germany and the OMA in Australia. Membership is open to all companies who operate in the OOH sector and, as a non-profit Organization, funds are reinvested in industry issues such as research and the annual international congress. WOO is a member of EASA in Europe, as well as a founding member of ICAS, and actively works to help the membership with legislation issues within their own countries as well. It also aims to lobby for Out of Home advertising with authorities, international organizations, opinion formers and other elements of the communication media. More information is available at www.worldooh.org ID: 13 Share this Tasty content!