Advertising art too precious to frame

Advertising executives are fuming because they believe New Zealand's largest billboard company is ring-fencing their creative efforts.

Look Outdoor, which owns more than 500 sites, has put red frames 125mm wide around its 6m by 3m billboards.

Last week, a group of 10 to 15 agency staff pulled down a billboard in Parnell outside the offices of Young & Rubicam and inserted their own message: "Look - what an ugly frame!"

Their effort was pulled down by Look Outdoor shortly afterwards.

Y & R's creative director, Gordon Clarke, says creative directors were not consulted over the change.

"Look is playing the big-brother card. They believe we need them more than they need us ... They are just bullies," he said.

But Look Outdoor general manager Tim Simpkins says the framing of billboards is accepted practice throughout the world.

"We would liken it to the framing of fine art, which is precisely why we put borders on our New Zealand assets, which are fine creative art.

"This process is not new to New Zealand ... It represents a significant investment by Look, and most clients are very supportive of this initiative."

Oggi, the second-largest billboard player in New Zealand, says it will not be framing its billboards.