Paulie Dery is the CMO AG1  and the former CMO of  Yeti.   David Shing interviewed Dery at the 2026 OOH Mediacon.  Here are some of Dery’s quips interspaced with his work for Yeti:

The brief is always with out of home for me – would you take a photo of it.

Customers want smart fun messages that they get.  When you get to the work you’ll see there’s not a lot of product.

Great out of home…its great product work that you mistake as brand.

How many good billboards do you see?  Not a ton.  And that hurts everyone in this room.

The other thing I love about out of home is…your board, your CFOs are human. Their family members see it.  They get validation when an investor sends them a picture.

The KPI I’m maniacal about is energy.  Did someone send you a photo?  Are the kids talking about you?  Noone’s sending me an influencer ad saying “sick bro”…

What kills good ideas: mediocrity…Too many hands in the process…You always want to add stuff.  It’s human nature.  When was the last time you saw an art film?  When was the last time you visited a gallery or read a poem?  Then why the f___ do you want to comment on my work?

Your favorite ads, your favorite billboards.  They aren’t feature crazy.

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