The Digital Signage Expert

This week we speak to Alex Hughes who is the Strategic Director of Amigo Digital.

Amigo began in 2006 under the direction of Alex, Paul Williams and Chris Shields. Amigo produces content for digital signage and are quickly establishing a reputation as being one of the best in the business.

Alex’s career spans Digital Media, Moving Image & Television; he built the moving image department of Deepend, a new media agency founded in 1994, renowned for its creativity, that grew to over 200 people in 8 international offices. He moved to ITV Network, the UK’s first commercial TV broadcaster, developing their web and Interactive TV (iTV) strategy and then MTV Networks Europe as New Platforms Director where he established and implemented the iTV Strategy for the 7 MTV channels; the backbone of which can currently be seen on MTV today. Alex’s skills lie developing effective creative communication strategies for brands across digital media.

Minicom Blog: Hi Alex. Welcome to the Minicom Blog.
Alex Hughes: Thank you for having me.

MB: How is Amigo different from everyone else?
AH: Even though I come from a TV background, it’s important to understand that this content is not TV. We approach things from a different perspective. We create content that is appropriate for the location and the audience. You have to consider all three of these elements in unison. Digital signage demands its on type of creative. You pull the best aspects from other mediums such as direct mail, the web, TV, film, etc and create something that works. It’s not just about repurposing content. We have the ability to work across EMEA and across cultures, delivering great creative that sells products and promotes brands within a new medium.
You have to forget about 30 second bits, which we learnt the hard way. All you can afford is 10 seconds and then it has to be divided into 2-3 second segments. You have to keep things simple and deliver a big bold message which is exaggerated in the way a cartoon would do so. Less is more and some of our 10 second campaigns flow so more they contain more information and seem longer than the 30 second ones.

MB: Is there some sort of Amigo philosophy?
AH: Disrupt without being annoying. Deliver while being entertaining, engaging, precise, concise and interesting. You have to be clever and obvious in a short space of time. I’ve actually been watching some silent films recently to see how they do it. How they get the message across.

MB: What have been some of your previous campaigns that worked well?
AH: We were working on content for Macmillan Cancer Support were we designed the content around the the content around the 70s game Pong. This was a matter of understanding the confines of the screen and using it to the best of its ability.

MB: Where do you see the industry heading?
AH: Prices will come down and the level of sophistication will go up. There will be more ambient media and the screen will become anything like a whole wall or window. Digital signage will be infused in daily life and will become a lot more interactive.

MB: How is is the industry in England?
AH: Media buyers are still trying to get a handle on it. There are over 100 networks here in the UK and that will come down with consolidation.

MB: Where do you fit in the equation? Do people come to you first or are you usually one of the last stops?
AH: The ad agencies come to us and networks also approach us. Typically they will just ask us to make some content for them.

MB: Good luck with it all.
AH: Thanks.