WASHINGTON, DC — The Out of Home Advertising Association of America (OAAA) today announced the launch of its first-ever Agency Council, a strategic advisory group of senior leaders from top advertising agencies. This key initiative is designed to deepen collaboration and further strengthen ties between the agency community and the out of home (OOH) industry, to better support the continued momentum of OOH, which has experienced 16 consecutive quarters of growth.
OAAA’s Agency Council will provide industry guidance on emerging media trends, investment and planning strategies, and evolving brand priorities. This distinguished group will convene in close-door sessions to deliver candid insights, feedback, and forward-looking recommendations. Additionally, members will actively contribute to OAAA’s thought leadership, programs and initiatives, partnering closely with the leading OOH trade association on behalf of its 850-plus members.
“As media becomes more fragmented, OOH stands out as a powerful connector, bridging physical presence with digital impact,” said Anna Bager, President and CEO, OAAA. “The Agency Council will play a critical role in guiding how we amplify that value across the advertising ecosystem, ensuring OOH continues to lead with relevance, innovation, and increasing investment.”
OAAA’s Agency Council founding members include:
- Ronen Benatar, Portfolio Investment Lead / Group Director, Wavemaker
- Donny Charbonnet, President, DAA Media + Marketing
- Ed Gentner, Chief Investment Officer, Canvas WW
- Tyler Goldberg, Director, Political Strategy, Assembly Global
- Evan Hanlon, Global CEO, Choreograph
- Ray Romero, Managing Partner, Client Experience, Havas
- Jon Schaaf, Former Global Chief Investment Officer, Stagwell
- Michelle Salerno, Director, Offline Media Planning and Investment, Known
- Hugh Scallon, SVP, Head of Video Activation, VaynerMedia
- Katerina Sudit, Global Chief Media Officer, MRM Media
- Ritu Trivedi, Client President, Mindshare
“Out of home is uniquely positioned to deliver real-world relevance at scale, something brands are craving as they seek more authentic connections,” said Katerina Sudit, Global Chief Media Officer, MRM Media. “The OAAA Agency Council is an exciting opportunity to bring agency voices to the forefront and ensure OOH is not just part of the media mix, but a driving force within it.”
This launch builds on the success of OAAA’s Brand Council, which was established to foster closer connections between advertisers and the OOH industry. The Brand Council has played a pivotal role in elevating OOH’s relevance by delivering critical insights on consumer behaviors, media strategy and activation, and creative innovation. Its members include leaders from Allstate, Swarovski, Warner Bros. Discovery, Novartis, Starbucks, Diageo, JPMorgan Chase, L’Oréal, and more.
Together, these ever-growing councils create a comprehensive network of agency and brand leaders committed to advancing OOH as a dynamic, data-informed, and creatively rich medium. This unified commitment ensures out of home continues to stand at the center of modern media strategies, driving results, relevance, and lasting impact.
Learn more about the Agency Council and its mission on the Agency Council page.
About Out of Home Advertising Association of America (OAAA)
The Out of Home Advertising Association of America (OAAA) is the national trade association for the entire out of home (OOH) advertising industry. OAAA represents over 850 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel. OAAA is the unifying voice for the industry, the authoritative thought leader, and the passionate advocate for advancing OOH advertising in the United States. The legislative unit of OAAA advocates for the responsible growth of OOH with federal, state, and local governments. OAAA-member media companies donate over $500 million annually in public service advertising. Founded in 1891, OAAA is headquartered in Washington, DC, with offices in New York City. For more information, visit https://oaaa.org.
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