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The Faces Behind OOH: Initiative's Liam Pierce

Behind every out-of-home campaign there is a network of teams across adland that have spent months working together to make it happen. From developing the creative, to buying the spot, and activating the campaign. This industry depends on strong collaboration between people.

We’re highlighting some of these faces here. Each month, “The Faces of OOH” will spotlight a person that contributes to OOH campaigns so we can get to know the people that keep this sector running.

Today, we speak to Liam Pierce, investment partnerships manager at Initiative.

How long have you been in your current role?

One year as a manager. Three years at Initiative.

What made you want to enter the advertising industry?

After a very short stint studying teaching, I discovered it wasn’t for me and wanted something a bit more creative (and with less crying children). I honestly wasn’t too sure about how advertising would appeal to me, however thankfully I fell in love with the content and diversity of the industry. I’ve never been able to look at a billboard the same since my uni days!

What does a typical day look like for you?

Truly no day is the same in this role. One day you could be hosting an agency brainstorm for an upcoming campaign, then the next you will be spending hours reviewing a bunch of responses to a brief to try and work out the best blend of channels. Throw in a bit of invoicing in the mix too - just to keep it interesting.

What do you love about working in advertising?

The landscape is forever changing and improving, which keeps the industry fresh and exciting. Everyone has their own opinions on what the next big bet will be and how it will impact the world of media.

What makes OOH unique?

OOH can be both high reaching across a wide audience, while also still offering the ability to utilise data to be a lot more targeted through digital/programmatic OOH and utilising data around the audience, weather, time of day, and more. The channel is much more versatile than what many people first think, which makes it even more satisfying to surprise people with its possibilities!

Want to be part of our 'Faces Behind OOH' series? Reach out to


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