Episode 111 – BtB x WOO Conference [Part 2]

Visuals: https://getbehindthebillboard.com/episode-111-btb-x-woo-conference-part-2

Recorded live at the WOO Congress 2026 in London just a fortnight ago, this is the second of our special Behind the Billboard episodes – and this time we’re on the Global OOH, Innovation & Creativity track.

Hugh and Dan….. Well…. Mainly Dan as Hugh had run away to catch a train…. grab short, sharp conversations with a stellar line-up of out-of-home leaders from around the world: Elizabeth McIntyre, CEO of OMA Australia; Ben Milne, CEO APAC at Billups; Nick Bell, UK MD at Billups; Jaime Byrdak, CEO North America at Billups; Jay Young, MD of Grand Visual; Sarah Parkes, Managing Partner, International at Talon; Danielle Austin of Evolve OOH; James Harrison from MPN part of Dubai Holdings; and Simon Wall, CEO of Glynt Group in South Africa. Phew… what a list… what a monster session.

Across the episode we explore where OOH is heading now: smarter creative, better data, creative mapping, AI, sustainable infrastructure, mobile media, and the enduring power of a brilliantly simple poster in the right place. There are stories behind work for Google Maps, RNLI’s Float To Live, Nike Running and the NYC Marathon, Selleys, Jolt, Out There, Ad Free Zones, IFS.ai and Tractor Media’s school-powering billboards.

It’s a fast-moving global tour of the medium we love: from Australia to Dubai, South Africa to North America, and back to the streets of London. Along the way, our guests pick their favourite billboards, share what excites them about the future, and remind us that when out-of-home is at its best, it’s public, useful, unmissable and impossible to ignore.

In true Behind the Billboard style, there are a few rabbit holes, plenty of billboard nerdery, and a healthy amount of love for the people pushing the medium forward.

Thanks to WOO for having us, to all our brilliant guests for giving up their time in the middle of congress chaos, and to everyone who still believes the humble billboard has plenty of magic left in it.

Thanks again to our usual suspects and supporters, and for this one especially the team at WOO.