Three quotes on the importance of out of home design:

Functional is easy.  Functional and beautiful isn’t.  If our canvases look like crap we look like crap.  – Eddy Herty, VP National Creative Director, OUTFRONT

When people don’t renew it’s generally due to bad creative.  If we engage people, they keep using out of home. –  Jim Moravec, General Manager, Stott Outdoor.

The most important thing to do is to stop being an order taker.  You can’t say OK what do you want on your billboard…Stand up for what’s effective. – Mendi Robinson, VP of Creative, Lamar Advertising

What questions do you have about OOH design or how to work with OOH clients during the design process? Award-winning chief creative officer and 2023 OBIE judge Melody Roberts of Out of Home Creative will write a series of columns answering your questions. Melody has dedicated 22 years of her career to designing for the OOH medium. Before launching her agency in 2015, she served as Clear Channel Outdoor’s southeast regional creative director and was a member of the national creative committee. Email melody@outofhomecreative.com or simply put your question in the comments section below this article. Melody will answer it in a Billboard Insider column.

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