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The Faces Behind OOH: James Lambert, head of Sightline, part of GroupM Nexus

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 James Lambert, head of Sightline Australia, part of GroupM Nexus.

How long have you been in your current role?

1 year with Sightline/GroupM.

What does a typical day look like for you?

Innovating in the DOOH space with GroupM’s DOOH solutions and technology business Sightline, and working closely with our agency partners and clients to push the boundaries of their DOOH campaigns and help solve business challenges.

What do you love about working in advertising?

The people are amazing, the industry is constantly evolving. No two days are ever the same.

What makes OOH unique?

It’s the oldest and arguably most resilient medium of all. OOH is one of the last critical mass media channels, and is adapting to the digital, technology & data-driven age of advertising, while maintaining impact and scale to provide smarter solutions for brands and advertisers. The public utility aspect of OOH inventory is also extremely unique as it provides so many practical benefits to the public and society.

What’s your favourite OOH campaign?

The British Airways #Lookup campaign. An amazing creative execution, with perfect utilisation of location, technology and data!

What do you think is the biggest opportunity for OOH in the next five years?

The biggest opportunity is enhancing an already established and strong channel with better use of technology and data. This opens many opportunities to make OOH more addressable, more accountable, and more attributable than ever before.

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


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