Visuals: https://getbehindthebillboard.com/episode-101-behind-the-billboard-x-ad-club-of-new-york

Episode #101 takes us to America and the first of our New York Specials, which was a collaboration with the Ad Club of New York at their annual Breakfast Briefing “OOH NOW” in Tribeca, downtown Manhattan. It was a great event, a room full of the smartest (and loudest!) in the industry. Elicia Greenberg & Tara Claesgens were our wonderful hosts who made us feel incredibly welcome.

The theme was ‘OOH NOW - the last real thing’ a poignant topic which resonated with all guests. On the day we had 10 mins each with key speakers and attendees, discovering how things work stateside and what OOH has to look forward to in 2026.

Jim Norton from Outfront Media discussed how internal creative teams help clients without agencies make the most of OOH creative. Jim talked about one of the key BtB sponsors, SuperOptimal, and how their tools are helping shape OOH renewals on their ‘perm' bookings. Jim’s favourite billboard is for his brother’s lawn mower company in Boston: ‘Say no to weeds’

Ryan Laul from Talon was in the hot seat next. Ryan is an Ad Club board member and chatted about how these legendary breakfast briefings have changed over the years. We also heard how the Talon Tech Stack is targeting audiences on the go.

Grace Teng from Zambezi talked about her agency’s successful integrated approach to work, thanks to bringing media back into the building alongside creative. More on this on an upcoming episode, when we chat with CCO Gavin Lester about an incredible Times Square takeover for Liquid IV. Jackie Lyons from Havas discussed the scale of working in the States and the challenges of creating a truly ‘national’ OOH campaign … leaning on her experience of cross-board planning for Diageo in Europe.

Rhianna Jones from MediaHub talked about the benefits of a business born out of a need for disruption, using OOH as an opportunity for experience. While Mendi Robinson from Lamar chatted about the challenges of supporting clients creatively with many shapes and sizes of screen and units across just their own estate.

Huge thanks:

Advertising Club of New York