Lance was considered by many to be the Godfather of outdoor sales and marketing. Born and raised in west Texas, he served in WW2 as a bomber/supply pilot, spending a full tour on the European front. When we achieved victory, Lance was one of a few pilots who flew his plane UNDER the Eiffel tower arches. You would have to have known Lance to understand why no one thought that was unusual for him.

After the war, he attended the University of Missouri, graduating Magna Cum Laude with a journalism degree and began an advertising career with the Hearst papers in San Francisco before transitioning to Outdoor Advertising becoming President of OAI (Outdoor Advertising, Inc.) in New York City. OAI was the forerunner of OAAA marketing today.

Lance formed Southern Outdoor Markets to provide national and regional sales for markets throughout the southeast and southwest. It flourished and Lance ended up with a sales staff that included several future industry veterans and leaders.

In 1974, at the height of economic uncertainty, the Nixon resignation, and gas shortages, Southern Outdoor Markets dissolved with most of the investors returning their stock to Lance. They just asked him to “keep doing what you do”. So, he did. He left New York for Atlanta and opened up  recreated Southern Outdoor Markets at a smaller scale.   Another entity Lance formed subsequently became Wilkins Media.  I was lucky enough to join Lance in 1978 and can truthfully say I have never had a better friend, mentor, advisor, associate, and second father figure in my life. We remained close until his untimely death in 2003.

During his career, he was honored with the OAAA L. Ray Vahue marketing award of merit and in 1993 Lance was inducted into the OAAA Hall of Fame.

You can reach Pete Hautem at 423-834-0876 or petehautem@gmail.com.

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