{"id":1798,"date":"2021-10-26T01:00:48","date_gmt":"2021-10-26T05:00:48","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/10\/26\/painters-wanted\/"},"modified":"2021-10-26T01:00:48","modified_gmt":"2021-10-26T05:00:48","slug":"painters-wanted","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/painters-wanted\/1798\/","title":{"rendered":"Painters Wanted"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376260 = window.plc376260 || 0;\n            document.write('<' + 'div id=\"placement_376260_' + plc376260+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376260, [300,250], 'placement_376260_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376260++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Ken Klein, Executive Vice President of the Out of Home Advertising Association of America<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Of the omni-present Covid-recovery \u201cwe\u2019re hiring\u201d pleas, perhaps among the most curious comes from a media company in Brooklyn aggressively seeking . . . more sign painters.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/colossalmedia.com\/\">Colossal Media<\/a> (slogan: \u201cAlways Hand Paint\u201d) actually hired an in-house <strong><em>recruiter<\/em><\/strong> to find more painters, says CEO <a href=\"https:\/\/www.linkedin.com\/in\/kellypeppers\/\" aria-label=\"kelly peppers, read linked in profile\">Kelly Peppers<\/a>.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As much of the ad world yearns for automation and right-now placement, Colossal Media slows down the ad process on purpose. Demand for hand-painted ads exceeds the supply of painters; Colossal is turning away business because it cannot find enough painters. The company employees 34 sign painters, it wants at least 24 more.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Lost Art<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Sign painting, like cursive handwriting, has faded.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When I joined the out of home ad industry 20 years ago, my first visit to a billboard plant was in a Midwestern river town in late spring. The patriarch of a local family-owned billboard business pointed to an employee mowing grass, noting that the mower man was once a sign painter in a bygone era.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">College friend Dale Keiger wrote a<a href=\"https:\/\/www.cincinnatimagazine.com\/citywiseblog\/man-letters\/\"> poignant magazine piece in Cincinnati Magazine<\/a> about his father painting signs in Cincinnati after World War II: \u201cHe was a wall dog, one of the strong, weathered men who hoisted themselves high in the air on scaffolds to paint advertisements on the expansive exterior walls of downtown buildings. When I was a kid, I could go anywhere in Cincinnati and see his walls, billboards, show cards, and paper signs.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Large-format computer-aided printing replaced painted ads. In 2001 in Salt Lake City, Young Electric Sign Company (YESCO) installed its first digital billboard, which required no printing or manual posting.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Rich Tradition<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Sign painting has a deep cultural taproot in America. Artists produced iconic ads, war bond posters, military recruitment signs, and patriotic figures like <a href=\"https:\/\/www.americansforthearts.org\/2019\/05\/15\/%E2%80%9Cwe-can-do-it%E2%80%9D-rosie-the-riveter-and-the-power-of-public-art\" aria-label=\"rosie the riveter, read on americans for the arts\">Rosie the Riveter.<\/a><\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"523\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2021\/10\/art2.jpg\" alt=\"memoriam billboard for naomi parker fraley\" class=\"wp-image-1800\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/10\/art2.jpg 960w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/10\/art2-300x163.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/10\/art2-768x418.jpg 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Pop artist James Rosenquist (1933-2017) started painting billboards in Minnesota when he was 19. He was considered a \u201cbillboard Michelangelo\u201d for his work in New York City and the Midwest.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Rosenquist, in his 2009 book \u201cPainting Below Zero,\u201d described sign painting as his laboratory:<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>I studied the refraction of light on outdoor signs, different colors, the effect of paint on various surfaces, the special qualities color took on under certain circumstances, the juxtaposition of colors \u2014 which ones were complementary and which ones weren\u2019t. Working on billboards immersed me in the act of painting. It was a place to learn, and I had an opportunity to use \u2014 and spill \u2014 a lot of paint.<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In 2014, five leading U.S. art museums provided outstanding American art \u2014 including Rosenquist\u2019s \u201cPaper Clip\u201d \u2014 to display on <a href=\"https:\/\/www.nga.gov\/press\/2014\/arteverywhere.html\" aria-label=\"thousands of out of home media formats, read on NGA\">thousands of out of home media formats<\/a> nationwide.<em>\u00a0<\/em><\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Back to the Future<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">As the digital age emerged and speed of ad placement quickened, ad painter Paul Lindahl founded Colossal Media in 2004, along with Adrian Moeller and the late Patrick Elasik.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Like \u201clow and slow\u201d smoked barbecue, time-consuming painted ads resonated in the hurry-up digital world. Top brands can spend well into six digits for hand-painted wall signs.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"611\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2021\/10\/art3.jpg\" alt=\"coca cola add on side of building\" class=\"wp-image-1801\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/10\/art3.jpg 960w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/10\/art3-300x191.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/10\/art3-768x489.jpg 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Forfeiting immediacy, ad buyers see these dividends from hand-painted signs:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\n \t<li><strong>A street show\/urban experience<\/strong><\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">Outdoor mural painting is a long tease, sometimes involving scaffolding, hoists, and bucket trucks. Colossal Media, a media company with walls in top markets, has painted signs coast to coast and in Dublin, London, and France.<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\n \t<li><strong>Multi-media bank shots<\/strong><\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">Hand-painted art goes viral, earns publicity, boosts brand-companies\u2019 morale, and wins peer recognition. The annual OBIE Awards that honor creativity in out of home media consistently recognize hand-painted ads.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"496\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2021\/10\/art1.jpg\" alt=\"jaybird earthproof building billboard\" class=\"wp-image-1802\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/10\/art1.jpg 960w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/10\/art1-300x155.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/10\/art1-768x397.jpg 768w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\"><strong>Colossal Media\u2019s hand-painted wall sign for Jaybird wireless earbuds won 2021 OBIE Awards recognition (irony alert: old-style hand painting promotes the newest technology).<\/strong><\/p>\n\n\n\n\n\n<ul class=\"wp-block-list\">\n \t<li><strong>Revival of a lost art <\/strong><\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">Prospective sign-painter applicants might pose these questions: has Colossal Media hired tattoo artists?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Yes.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Has Colossal Media hired graffiti artists?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Yes, but Colossal doesn\u2019t rely on spray paint. If you\u2019re not quite a Rosenquist, there\u2019s a stair-step progression to ascend to \u201cexpert\u201d rank.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376261 = window.plc376261 || 0;\n            document.write('<' + 'div id=\"placement_376261_' + plc376261+ '\"><\/' + 'div>');\n            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painters.<\/p>\n","protected":false},"author":7,"featured_media":1799,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-1798","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Painters Wanted | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/painters-wanted\/1798\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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