Outdoor can (and often is) a badly misunderstood advertising medium. For decades it was viewed with skepticism and outright distrust by agency folks, particularly creatives. The challenge was to sell Patrick billboards as a cost effective and exciting medium, and Patrick, as a trustworthy and creative company which understood what makes agencies tick, and what tickles agencies.

Through the innovative use of the "Out" in both a print campaign and a plethora of tongue-in-cheek collateral pieces, Patrick's "Out" campaign was embraced by the sales force, and generated double-digit growth for Patrick.*

*NOTE: Patrick Media was owned by GE Capital. GE called in MPI to take a look at Patrick, as it was an expensive and underperforming asset. Eventually, as Patrick's turn-around completed, GEC was able to see Patrick under dramatically improved financial conditions.