When Alban Communications was given the job of promoting football boots, it projected a laser image of David Beckham onto the white cliffs of Dover. In a “multi-channel world” where advertisers can no longer rely on TV to deliver access to mass audiences, Alban has exploited a growing market for outdoor campaigns, such as billboards, and advertisements on the sides of buses. The London-based company, which featured on last year’s Profit Track 100, has grown as key clients such as Nestle and Unilever devote less of their advertising budgets to TV advertising and more to “outdoor branding”. It has seen profits rise 25% per year, from £1.9m in 1996 to £3.8m in 1999, when sales reached £133.4m.
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