In the outdoor business all roads lead to Nancy Fletcher. She’s been the head of the Outdoor Advertising Association of America (OAAA) for a remarkable 25 years. Nancy has a master’s degree from the University of Minnesota Carlson School of Management and a law degree from William Mitchell College of Law. She was President and General Manager of Naegele’s Twin Cities market before joining OAAA.
Nancy, how did you happen to enter the outdoor business?
I was honored to work for R.O. Naegele, an industry legend and mentor who left behind a question that helps guide me: “What have you done today?” In the beginning of my career, I recall telling my mother that I found work and a business that I love. I carry that passion to this moment.
How did you happen to end up at the OAAA?
At Naegele, I was involved with OAAA, especially through its legislative and regulatory work. A search committee seeking a new president asked me to take the helm, a quarter-century ago.
What’s the biggest change you’ve seen in the OAAA in the time you’ve been involved?
Building on its traditional lobbying strength, OAAA has evolved into an effective full-service trade group that positions our medium within advertising, markets the medium, and protects our business in court and Congress. While plenty has changed, the fundamentals for a successful trade association remain in place: listen to the membership and accomplish goals – as a group – that are out of reach for individual companies.
What are some issues facing the out of home industry today and how is the OAAA involved?
OAAA’s mission is to provide leadership and clear thinking to tackle all the big issues of the day whether it is securing local digital billboard permits or connecting out of home more closely to mobile or providing proof of return on investment for dollars spent in the medium.
Many hedge funds and new investors are considering the outdoor business. How can the OAAA help?
As the central source for industry statistics, research, and trends, OAAA welcomes calls from funds and firms that may need unbiased, third party information to make their investment decisions.
What’s a little known fact about you that would surprise people?
I ran track in high school in North Dakota. Two years ago, I broke both ankles in a fall in my own home. Both experiences taught big lessons: how to run faster than the person in the next lane, and how to get up after a fall.
