Will Travis, Executive Chairman USA/Global Partner | Sid Lee


When you embrace the fact that a billboard is no longer just about exposure but about connecting on a deeper level, you can really start to get creative. However, context is everything. The consumer’s mind is in a constant state of flux, and it’s crucial that OOH is adaptable and flexible in its messaging and dialogue.

Catering to the growing demand for connection, is thinking beyond the traditional advertising team and gathering a multidisciplinary crew of Planners, Strategists, Data-Creative Techs, Architects, etc. Of

course, Art Directors and Copywriters will always be necessary; but you need different creative minds to come together as a collective to envision an OOH result that will be interesting, captivating and immersive.

It’s a really exciting time to be in OOH marketing, as this medium presents a huge opportunity for brands. The reality is OOH’s existence was threatened, but we are seeing a huge evolution swing to embrace and leverage this critical medium. With all things, when there’s a threat of extinction, it presents a massive creative opportunity. It’s exhilarating. There’s never been a better time than right now to be creative, to engage OOH and prove the medium at key.