Behind The Billboard

Visuals: https://getbehindthebillboard.com/episode-115-laura-duncan Episode #115 features the award-winning Laura Hutchison & Duncan Clark aka ‘LaDunq’ - a brilliant and prolific creative team who joined Uncommon in 2023 and have had a meteoric rise ever since. In just three years, L&D have been promoted to senior creatives, were nominated for "Emerging Team of the Year" at the Campaign BIG awards and shortlisted for the Tony Cunningham Award for Emerging Talent. Their work on huge brands such as British Airways, Monzo and Instagram has won awards galore and gained huge amounts of PR. We started with their first billboards for the British Airways ‘A British Original’ campaign, a cracking start. Next up was ‘ATMmmm’, the world's first sausage roll-dispensing ATM, for Monzo & Greggs in one of the most surreal pop-ups Newcastle has ever seen. Then we chatted WWF ‘A Prescription for Nature’ which positioned the great outdoors as a medical necessity to combat the nation's mental health crisis. A campaign perfectly pitched for modern times. We discovered that Duncan has been and still is a carer. And how his job inspired The Carers Trust campaign, featuring unpaid carers stuck at home unable to protest because they’re literally caring all the time. It’s a really emotive project that first came about during their time at School of Communication Arts. And then we covered Instagram ‘Anyway’. “Doubt kills creativity. There’s a hundred reasons not to do something. Do it anyway.” A wonderful use of DOOH with some incredible talent both in front of and behind the camera. We even squeezed in the Ecover work that encourages consumers to squeeze more into their half-empty dishwashers. “If it's not full, it's wasteful.” Thank you Laura & Duncan for being such charming guests with such brilliant work. Thanks to all our sponsors, who make the show possible: Bauer Media Outdoor View2Fill Super Optimal GAS Music

Visuals: https://getbehindthebillboard.com/episode-114-axel-chaldecott Episode #114 features Axel Chaldecott, art director, creative director, agency founder, Global CCO and now award-winning printmaker. Axel spent nearly four decades in the industry, creating and overseeing some of the most iconic campaigns this country has ever seen. Ronseal: ‘Does exactly what it says on the tin’ AA: ‘The fourth emergency service’ Pot Noodle: ‘The slag of all snacks’ ‘You Know When You've Been Tango'd’ These were just some of the campaigns from Howell Henry Chaldecott Lury (HHCL), the agency Axel co-founded in 1987, which went on to become ‘Agency of the Decade’ as voted by Campaign magazine in 2000. We started the chat at Gold Greenlees Trott (GGT) where Axel, along with long-term partner Steve Henry, worked on the London Weekend Television (LWT) account and we discovered why the campaign was so ground-breaking: Gordon Smith’s idea of retaining the outer sheets of a poster in full colour, while changing the internal b&w sheets, gave the illusion of printing a new 48-sheet colour poster every week. That in itself was genius. But then the actual posters that sat within the frame were also brilliant, each one telling a story of the TV show it was advertising, like writing a topical ad every week. Next up three cracking posters for Time Out, before First Direct and a unique approach to posters for a bank … everyday objects with the line: ‘Banking without branches, it’s extraordinary’. We ended on the HSBC Points of View campaign, which ran all over the world, winning awards and much pr. An academic once cited the campaign ‘as a post-structuralist concept of 'mise en abyme’, that cognitive moment when we realise when presented with two binaries, that neither is defensible and the actual meaning lives in the gap between.’ Again, Axel explains it best, with his infectious laugh, possibly the greatest giggle in advertising. Thanks so much Axel for coming on. A real treat. Thanks to all our sponsors, who make the show possible: Bauer Media Outdoor View2Fill Super Optimal GAS Music

Visuals: https://getbehindthebillboard.com/episode-113-ian-potter Episode #113 features Ian Potter, legendary art director and the man behind the Araldite poster ‘the one with the car stuck on’ which is possibly the greatest billboard of all time. Ian’s 35-year career in the business has seen him work at some of the most prestigious agencies in the world. DDB, FCO, Chiat\Day and TBWA have all benefited from his incredible talent. He has won every major award going, including a D&AD black pencil and a Cannes Palm d'Or. There are literally no higher accolades. He has created iconic work for huge brands, including the small matter of launching Nike in the UK, which we covered in depth including an incredible story of how the client, unhappy with the work the agency was producing, turned up unannounced one day in reception with a bag of booze, which was drunk by all in an effort to get the work back on track. Ian tells it best. And of course we talked at length about Araldite which regularly features on the top billboards of all time lists. And our’s too! #BTB100. We can’t do justice to the story here, there are so many elements involved but yes it was the real glue. Find out more. Have a listen! This has to be one of our most memorable and inspiring episodes ever. Thank you Ian for taking us behind your brilliant billboards. Thanks to all our sponsors, who make the show possible: Bauer Media Outdoor View2Fill Super Optimal GAS Music

Visuals: https://getbehindthebillboard.com/episode-112-tom-richards Episode #112 features Tom Richards, Global CCO at 21GRAMS. Tom, alongside Frank Mazzola, has led 21GRAMS to be ranked as the world’s third most creative health agency. Prior to 21GRAMS, Tom had great success at Havas Lynx, leading them to win Healthcare Agency of the Year at Cannes in 2018. We started with the Roy Castle Foundation ‘Smoking in Three Easy Steps’ poster from Cheetham Bell, Manchester where Tom created smoke rings with real cigarettes, which were then shot and adapted to create the headline. Next came two brilliant campaigns - milk bottle and Santa - for the Scottish National Blood Transfusion Service from Faulds in Edinburgh, While for Eurocamp we discussed dog-friendly holidays and three wonderfully happy looking doggies shot by Euan Myles which made it into D&AD. And then we discussed Tom’s move into Pharma and more brilliant work, including the world’s first ever Sneezing poster for the Flu Vaccine. And ADHD Rollercoasters - a beautifully crafted campaign that highlights the conditions of this increasingly common neurodevelopmental disorder. Thanks so much Tom for breaking your busy schedule to come and chat to us. Thanks to all our sponsors, who make the show possible: Bauer Media Outdoor View2Fill Super Optimal GAS Music

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.

Visuals: https://getbehindthebillboard.com/episode-110-btb-x-woo-conference In this special episode of Behind the Billboard, we’re coming to you from the World Out of Home Organization’s 2026 Congress in London - or, as the room has it, WOO! Recorded from a makeshift studio inside the Hilton on Park Lane, this episode captures the energy, ideas and occasional chaos of a global out-of-home industry gathering in full swing. Across a series of fast-paced conversations, Dan and Hugh welcome some of the most interesting voices in outdoor advertising, creativity, innovation and effectiveness. First up is Tim Bleakley, Chairman of the Ocean Group and board member of the World Out of Home Organization, who sets the scene for the Congress and makes a passionate case for creativity as the medium’s greatest strength. They’re then joined by multi-award-winning creative leader Katy Hopkins, who talks about the power of simplicity, spectacle and real-world experiences, from Birds Eye fish fingers to iconic special builds. James Murphy and Matthew Straker-Taylor from New Commercial Arts discuss outdoor’s unique creative constraints, its ability to build brands with stature, and why the medium still has the power to become part of culture. Innovation director Dino Burbidge brings the tech perspective, exploring what happens when data, location and creative ideas come together - and why the best technology in out-of-home should feel like magic, not machinery. Mel Blood of Ocean Labs and Orlando Wood of System1 dig into emotional response, deep-screen technology, brand building and how digital out-of-home can create shared meaning in the real world. Finally, Neil Morris of Super Optimal joins the show to talk about creative effectiveness, the importance of design, and why bad outdoor ads waste real money - especially for smaller advertisers discovering the medium for the first time. Along the way, the guests share the billboards at the end of their streets, their favourite outdoor ads of all time, and their hopes for where the industry goes next. It’s a lively, opinionated and inspiring snapshot of an industry thinking hard about creativity, technology, culture and the enduring power of being out there in the world.

Visuals: https://getbehindthebillboard.com/episode-109-ben-billups Episode #109 features Ben Billups, founder and CEO of Billups, the largest independent out-of-home specialist agency in the US. We’ve wanted to get Ben on the show for a long time and finally managed to pin him down while he was in London. Ben founded Billups back in 2003 and has since grown it into a global business spanning 23 countries and nearly 500 people. But beyond the scale, what fascinated us was hearing how someone on the media and planning side thinks about creativity, craft and the future of OOH. We kicked off with Ben’s first billboard ever — an eBay x Hawaiian Airlines campaign — and the feeling of seeing work live out in the wild for the first time. Then onto the big stuff. First up, Jordan Brand’s incredible Prudential Tower Jumpman takeover in Chicago. A huge projection piece that turned the skyline into a basketball icon and showed what happens when ambition meets scale. Next came one of our favourite campaign titles ever: e.l.f. Beauty’s “So Many Dicks, So Few Everyone Else.” Ben talked us through how the work hijacked finance bro culture with sharp copy, smart placement and brilliant timing. We also discussed Nike’s reactive Dodgers World Series work, created in real time as LA celebrated victory - a wonderful tactical stunt that made headlines across the globe. And then came perhaps the most topical story of the lot — Decathlon’s activation inspired by the global Microsoft outage and the infamous “Blue Screen of Death.” A perfect example of how quickly modern OOH can react to culture. Along the way we chatted about entrepreneurship, building a company culture, why sport teaches you almost everything about leadership, and why the best out-of-home work still starts with a simple human truth. Thanks Ben for coming on the show. We loved hearing the stories behind the scale. Thanks also to Jon for the edit, Adrian and all the gang at Soho Radio and of course huge gratitude to all our sponsors, who make the show possible: Bauer Media Outdoor View2Fill Super Optimal GAS Music

Visuals: https://getbehindthebillboard.com/episode-108-james-millers Episode #108 features James Millers, newly appointed ECD at McCann London. We’ve been wanting to get James on the show for ages now and were pleased to catch him before starting his new role. James has won every major award going … 23 Cannes Lions, 9 D&AD pencils, 26 One Show and more. And many of these awards are for OOH. We started with Lucozade and a campaign showing how the drink gives you the edge in a 50/51 challenge. We thought Spurs could do with a few bottles of this ;-) Next BHF and the ‘When you least expect it’ campaign - a long copy, campaign talking to punters in high dwell time moments. A lovely tone of voice here, describing how a heart attack can happen anytime, anyplace. We went onto the beach with Surfers Against Sewage and heard how James had to dig a deep hole in the sand to make the work happen. And then the main course, McDonald’s. It’s incredible the sheer quantity and quality of work James (and ex long term partner Andrew Long) wrote and presided over during their eight years together at Leo’s, leading to McDonald’s being named "Brand of the Year" by Campaign magazine. In 2023/24 alone, McDonalds won over 100 awards. We could have featured any number of brilliant Macca’s campaigns, but James narrowed it down to three: McDelivery, Iconic stacks and the Emoji’s campaigns. All three belters with great backs stories. We closed on another banger, Kellogg’s The OG, which won awards galore and put Kellogg’s back on the creative map. Thanks James so much for coming on the show. We loved it. Good luck in your new role. Thanks also to Jon for the edit, Adrian and all the gang at Soho Radio and of course huge gratitude to all our sponsors, who make the show possible: Bauer Media Outdoor View2Fill Super Optimal GAS Music

Visuals: https://getbehindthebillboard.com/episode-107-alice-goodrich Episode #107 features the wonderful, multi-talented Alice Goodrich from VCCP. We spent a lovely hour discussing Alice’s county-level tennis career, her time as a Dior makeup artist, her stint as an internal comms assistant for the British Army and how she served as a stand-in for Gary Barlow of Take That. And incredibly, we found time to discuss her brilliant advertising career :-) We talked at length about Cadbury’s Dairy Milk "Made to Share" campaign which is a huge favourite of ours. The campaign, which Alice wrote with Tom Lee, has won gongs galore and is currently running in your local super market. Just head for the choccy section, like Hugh did before the show, to see headlines on bars which double as mini billboards, the wrappers telling stories of everyday life where generous souls are deemed worthy of the largest share of the chocolate. At a basic level, it’s a pack shot with a few words on, but once you start reading, you get pulled in. It’s incredibly engaging, satisfying, more-ish … much like the chocolate inside. It feels redolent of the first Uncommon BA campaign (500+ executions) in that you just want to see more, being rewarded over and over with great writing. Other brands, clients and members of the public (and this podcast) have started doing their own versions of the wrappers. Once your idea has gone into modern culture, you know you’re onto a winner. Huge congratulations to all involved at VCCP, and the team at BulletProof design. We also managed to squeeze in: Bournville, Johnnie Blonde, Dua Lipa, Alice’s Dad, Tony Cullingham, Watford College, Wimbledon, Pavement art, Cannes Lions and a few tasty flapjacks. Thanks so much Alice, for so much! Thanks also to Jon for the edit, Adrian and all the gang at Soho Radio and of course huge gratitude to all our sponsors, who make the show possible: Bauer Media Outdoor View2Fill Super Optimal GAS Music

Visuals: https://getbehindthebillboard.com/episode-106-franki-goodwin Episode #106 features the brilliant Franki Goodwin, Chief Creative Officer of Saatchi & Saatchi, London. And is hands down one of our favourite episodes yet. Hugely talented, humble, funny, smart, generous, collaborative and many other things, Franki was ace. We started with British Heart Foundation and discovered how the footy murals campaign came about, which in itself is a great story, esp the casting for the huge wall paintings, which had to come from photos from the families and then brought to life in sensitive but photo realistic fashion by Global Street Art. Then there was ‘Benches’ the follow up campaign, which came from a placement team who went on to see their idea come to life across the country in the form of 65 benches to commemorate those still living, thanks to BHF. The work earned the team their first job at Saacthi’s. Congratulations Lucy Norie & Hannah Underwood. That is an amazing achievement. Nothing is impossible indeed. We found out who really has got the biggest (meat) balls on Oxford St. We discovered that Franki loves pumping tonnes of magenta paint all over buildings in Germany for T-Mobile. We also talked about Western Edge Pictures - Franki’s film production company and how hard it is to make movie posters with no budget. And what it’s like to work for Mike Figgis in Venice making a live website, while hanging out with Salma Hayek. Thank you Franki, so much for coming on and brightening our day, sorry for the croaky voice. Please come back on again soon. Thanks also to Adrian at Soho Radio, Jon for the edit and our regular sponsors, who make the show possible: Bauer Media Outdoor View2Fill Super Optimal GAS Music

Visuals: https://getbehindthebillboard.com/episode-105-yohan-daver This Friday sees the last in our New York specials and we’re finishing with a cracker, Yohan Daver, ECD at at BBH, USA Yohan started his career in India, at BBDO and then BBH, before continuing his journey with the black sheep to LA and now BBH New York. Yohan’s work has been recognised at every major awards show, winning big at Cannes, D&AD, The One Show, and the Clios. We discussed some of his very best campaigns, starting with Netflix’s Squid Game: The Challenge, a genuinely intriguing, funny and superbly on-brand campaign that questioned the morals of New Yorkers and what they would do for money. Next we covered the ‘Black-owned Friday Every Day’ initiative for Google in partnership with the U.S. Black Chambers, Inc. to reframe the busiest shopping day of the year as a celebration of Black-owned businesses. We did a quick bit of Heineken, before finishing on Dunkin’ at Home which we’ve loved ever since we saw it last year. It is the epitome of great OOH, fantastic idea, brilliantly executed. Yohan gave us the story behind the idea which is not to be missed. Then we chatted about the beautifully crafted execution. It deservedly won our International Poster of the year and we imagine it will clean up in the awards shows later this year. Thanks again Yohan for coming on. A great end to a fun week. Huge thanks once again to Joe at Rockefeller Center's Newsstand Studios for making us sound (semi)professional. Thanks also to our all our guests both in the studio and at AdFest, you were all amazing. Kudos as ever to Jon for the edits. Gas for the music. And the good people of New York who made us feel so welcome. V much hoping to return. BTB ❤️ NYC And as ever, huge thanks to all our sponsors, who make the show possible: Bauer Media Outdoor View2Fill Super Optimal GAS Music

Visuals: https://getbehindthebillboard.com/episode-104-gavin-lester Podcast #104 features the funny and super talented Gavin Lester, partner and CCO at Zambezi advertising. Gavin is the fourth in our series of America specials and brought not just great stories, but as the episode progressed, we realised he and Dan had been to school together which was hilarious. What’s more, he and Hugh knew each other from BBH days in London when Gavin and Ant (his partner at the time) were running through walls with Jonathan Glazer for Levi’s. The bulk of our chat was around Liquid I.V. and the Times Square takeover - one of the most audacious stunts ever attempted in this iconic space. Every digital billboard was synced to displayed an ‘error’ message to mimic a dehydration ‘glitch’. And then at exactly 4:00 p.m.—rebranded as ‘I.V. O’Clock’ —the screens refreshed to a vibrant brand display while 50 Kiwibot robots distributed samples to the crowd. We also discussed the Traeger Wood Fired Grills campaign, which turned a billboard into a ‘Grillboard’, (vegetarians may want to skip this bit) Each day, an animal disappeared from the farm below the billboard and showed up in all its delicious glory on the ‘Grillboard.’ Amplified on social media and with tonnes of pr, this single Grillboard pulled nearly every marketing lever and won a shit ton of awards. We talked about Gavin’s art too, which is f***ing cool. Highly conceptual, witty, provocative - much like the man himself - we hope one day to own ‘A Lester’. For now we managed a selfie with the artist, adman and lovable chap. Thanks so much Gav for coming on, it was a blast. Look us up next time you’re over. And as ever, huge thanks to all our sponsors, who make the show possible: Bauer Media Outdoor View2Fill Super Optimal GAS Music

Visuals: https://getbehindthebillboard.com/episode-103-katie-dinardo-kelley-barrett Episode #103 features Katie DiNardo & Kelley Barrett, creative directors at Uncommon New York. Katie & Kelley are a brilliant and prolific team. They started their career at Leo Burnett, Chicago creating the anti-gun violence campaign “The Lost Class" which won a Titanium Lion, one of the most revered accolades in the industry. Their rise to fame has continued at pace ever since, being included in both AdAge's "Creatives to Watch " and Adweek's "Creative 100" lists from 2025. We started our chat with British Airways, which was most apt as we flew out on BA, and for the week were Englishmen in New York. We love the BA campaign, and it was great to see previously unseen executions, ‘A city that sleeps’ is a cracker. Next we talked pain. The retail kind. A social experiment in SoHo, New York, during Fashion Week, featuring a claw machine containing a single, un-winnable Hermès Birkin bag worth $10,000. A provocative and brilliant use of OOH. Prior to installation, ads across the city were asking "Want pain?" or proclaiming "One priceless handbag you have zero chance of winning," to build intrigue. For those who came along, consolation prizes of t-shirts and keychains eased the pain, extending the ironic message beyond physical the stunt itself. Although not pure OOH, we also chatted a bit about The Lost Class, just because it was a big moment and an incredibly important campaign. We finished on DePop with witty fashion billboards. People sharing their clothes. The buyer and seller together inside the same jumper together. Much like K&K themselves. Thank you so much Katie & Kelley. It was great to have you on the show and best of luck with the wedding plans 👰 💍 👰 And as ever, huge thanks to all our sponsors, who make the show possible: Bauer Media Outdoor View2Fill Super Optimal GAS Music

Visuals: https://getbehindthebillboard.com/episode-102-samira-ansari Episode #102 continues our USA series with Samira Ansari, CCO at Ogilvy, New York. Samira’s career has spanned roles in Melbourne, Paris, and now NYC. We began with a D&AD award winning campaign from the start of Samira’s career at Cummins & Partners, an announcement ad for Virgin Blue flying in Rockhampton. With a small sticker strategically placed on airport windows the campaign literally took off. A wonderfully simple idea which we reckon could have been the inspiration for BA Look up ;-) Next the ground-breaking Michelob Ultra McEnroe vs. McEnroe virtual tennis match which won a Sports Emmy and a Gold Lion. We’ve previously spoken to Alex Abrantes (episode #57) on this, but it was nice to hear Samira’s point of view on a campaign that garnered $20m earned media, 3bn impressions and became a piece of global entertainment For Coke, we talked about the ReCycle me campaign. A brilliantly simple idea, which won a ton of awards, including a Grand Prix at Cannes. We chatted about how the idea came to life, the brief (it’s on the side of the can: RECYCLE ME) the global reach of the work and how each ‘re-cycled’ headline was crafted and chosen. Last but not least we went behind the trifle, at the top of the fridge, to find a Stella and the story behind the ‘Hiders Keepers’ campaign. The shots from legendary photographer @aleburset (hopefully coming on the show this Spring) are amazing - a sort of boozy Where’s Wally? Thank you Samira so much for coming on the show and sharing your work and we hope your knee is feeling better 🤕 Special thanks also to Joe at Rockefeller Studios, @Newsstandstudios2 our home for the week in New York where he made us incredibly welcome in his cosy studio 🎙️ 🤩 And as ever, huge thanks to all our sponsors, who make the show possible: Bauer Media Outdoor View2Fill Super Optimal GAS Music

Visuals : https://getbehindthebillboard.com/episode-101-behind-the-billboard-x-ad-club-of-new-york Episode #101 takes us to America and the first of our New York Specials, which was a collaboration with the Ad Club of New York at their annual Breakfast Briefing “OOH NOW” in Tribeca, downtown Manhattan. It was a great event, a room full of the smartest (and loudest!) in the industry. Elicia Greenberg & Tara Claesgens were our wonderful hosts who made us feel incredibly welcome. The theme was ‘OOH NOW - the last real thing’ a poignant topic which resonated with all guests. On the day we had 10 mins each with key speakers and attendees, discovering how things work stateside and what OOH has to look forward to in 2026. Jim Norton from Outfront Media discussed how internal creative teams help clients without agencies make the most of OOH creative. Jim talked about one of the key BtB sponsors, SuperOptimal, and how their tools are helping shape OOH renewals on their ‘perm' bookings. Jim’s favourite billboard is for his brother’s lawn mower company in Boston: ‘Say no to weeds’ Ryan Laul from Talon was in the hot seat next. Ryan is an Ad Club board member and chatted about how these legendary breakfast briefings have changed over the years. We also heard how the Talon Tech Stack is targeting audiences on the go. Grace Teng from Zambezi talked about her agency’s successful integrated approach to work, thanks to bringing media back into the building alongside creative. More on this on an upcoming episode, when we chat with CCO Gavin Lester about an incredible Times Square takeover for Liquid IV. Jackie Lyons from Havas discussed the scale of working in the States and the challenges of creating a truly ‘national’ OOH campaign … leaning on her experience of cross-board planning for Diageo in Europe. Rhianna Jones from MediaHub talked about the benefits of a business born out of a need for disruption, using OOH as an opportunity for experience. While Mendi Robinson from Lamar chatted about the challenges of supporting clients creatively with many shapes and sizes of screen and units across just their own estate. Huge thanks: Advertising Club of New York Newsstand Studios Bauer Media Outdoor View2Fill Super Optimal GAS Music

Visuals: https://getbehindthebillboard.com/btb-100 Yes folks it’s here. Episode #100!! It’s been an incredible time, 100 episodes over six years. Thank you so much to all our amazing guests and listeners for being with us on this journey. It’s been rewarding, inspiring and many other things. And it feels like we’re just getting started. 2026 is going to be full of great guests and more adventures. But for now sit back with a tipple of your choice and enjoy Sir John Hegarty counting down the greatest billboards of all time, as chosen by the people that write them. Our guests comprise conservatively over 2000 years of experience in the industry so in our humble opinion look nowhere else for your top 100. BBH features many times, so we took the opportunity to discuss BBH past and present with Sir John. Levi’s was obviously prominent with the black sheep billboard at number 20. We got behind the story of when the world zigs, zag. Plus a funny bonus story told about the Richard Avedon campaign and how the scrawled headlines came about after Heg told art director Martin Galton his original typography was ‘fucking shit’. Martin left the review in a fit of rage and returned minutes later with three hand written headlines and slung them onto Heg’s desk. And the rest is history. We did the no logo debate, discussing whether brands have gone too far in reductive executions. We chatted about how originating a campaign is like launching a rocket - it’s the first 6 seconds that count. We went over long running campaigns such as Silk Cut, Economist and Specsavers and pondered why there’s a lack of these any more. And of course Sir John revealed the winner. It’s an immense collection of work and one sure to fuel debate. Feel free to agree / whoop from the sidelines / add heart emojis. Or rage at what isn’t in there / or what was actually a press ad / or what actually ran or not?! It’s a brilliant way to sign off the year. A few final thanks to Jon Jones for being a star Ditto Rob. And of course huge appreciation for our sponsors: Bauer Media Outdoor View2Fill Super Optimal GAS Music

Visuals: https://getbehindthebillboard.com/episode-99-best-of-2025 Here we go folks. It’s the end of year list you’ve been waiting for. Behind the Billboard’s ‘Best of 2025’ with mince pies and dodgy crackers thrown in for good measure. In our humble opinion it’s been another great year for outdoor. Some brilliant work from the usual suspects, plus nice surprises from new agencies. Hopefully you’ll agree with our choices but if not, feel free to comment or drop us a note. The big questions: Will BBOOH retain their Agency of the year crown? Will a billboard without a logo win? And will Hugh wear his Christmas cracker hat throughout the show? Categories include Poster of the year, Campaign of the year, Agency of the year, and Client of the year. A huge thanks to all our guests for coming in and sharing the stories behind their billboards. It’s been a total pleasure chatting in the booth. And an even bigger thanks to you our listeners - without you guys we honestly wouldn’t be doing it. Please keep sending us your work or work you’ve seen and think should be included. And of course keep liking and subscribing and spreading the good vibes. Thanks to our sponsors Bauer Media Outdoor View2Fill Super Optimal GAS Music And the legends Rach, Adrian, Nick and all the gang at Soho Radio And of course thanks to superstar Jon Jones . Merry Christmas one and all. Enjoy this special time of year wherever and whoever you’re with. See you on the other side. x

Visuals: https://getbehindthebillboard.com/episode-98-peter-heyes Episode #98 feature Pete Heyes, award-winning creative, creative director, top northern lad and United fan. Pete has worked in the business for over 30 years at some of the very best agencies, including DDB and Leo Burnett. He’s won awards on huge brands such as McDonald’s, VW, Marmite and Harvey Nichols. People often talk about Pete as ‘one of the nicest guys in the business’. Which we can vouch for. Fun Pete fact: he was once a Media Planner on P&G. We started as usual with the billboard at the end of Pete’s street, which is from the recent British Airways campaign. So yes, you guessed it, we had yet more ‘logo v no logo’ chat. Then we jumped into another topical debate, the potential demise of the DDB name. And all this before the work, of which Pete has loads. We distilled it down to four clients in the end: VW, Marmite, Magners, and McDonald’s. For VW we got behind the story of the classy and minimalist Touareg campaign shot by Giles Revell. Magners was an exercise in collaboration with Illustrator/Artist: Noma Bar, who seems to be everywhere atm, but Pete was the first to use him in advertising. Marmite was the Christmas lights, a bit of love ‘n hate for the festive season. Most apt! While for McDonald’s there were many campaigns which Pete worked on both as a creative and a creative director. We managed to cover McNuggets, Lights on McDelivery / Iconic Stacks (Creatives: Andrew Long & James Millers), See One, Want One / Search (Creatives: Phillip Meyler & Darren Keff) Thanks so much for coming on Pete. It was a real pleasure talking about your work and the current state of the industry. Apologies for not having a pint. But hopefully we can fit one in before Christmas. Thanks to our sponsors Bauer Media Outdoor View2Fill Super Optimal GAS Music

Visuals: https://getbehindthebillboard.com/episode-97-andy-clough-richard-mcgrann Good things come to those who wait … and we’ve been waiting a while for Andy Clough & Richard McGrann, but it was thoroughly worth it. Andy & Rich are one of adland’s most brilliant and prolific teams, creating iconic award-winning work wherever they’ve worked. RKCR / Y&R, BBH, AMVBBDO, adam&eveDDB and Neverland have all benefited from their passion for big ideas, superbly executed. They’ve won awards wherever they’ve been, including 5 Grand Prix for their emotive ‘The Last Photo’ campaign for CALM, placing them amongst the world’s most awarded creatives at D&AD and Cannes. In a packed episode, we talked about The Times ‘Biggest For Sport’ campaign and got a sneak peek into Andy’s notebook and his sketches which were incredibly close to the finished work. For The Last Photo we discovered the inspiration for the big idea came in part from a Google search for ‘depression / suicide’. Every result had people sad, head in hands, in a dark place. The question was asked, what if people looked happy? Like a weight had been lifted, because they had decided to take the next step. This lead to the line ‘Suicide doesn’t always look suicidal’ and the concept of the last photo featuring real people. It’s an incredibly moving story and a worthy follow up to the previous year’s Project84 from Ant & Mike. We went into the wild with Whiskas, Feeding Your Cat’s Instinct, which naturally won an outdoor Lion ;-) While for The Economist, for once we didn’t discuss white headlines out of red, instead a thought provoking piece of DOOH on the subject of assisted suicide. Another important project was for Melanoma, more great crafting a simple graphic idea. And of course we found out how pot holes help create a great poster campaign for Pot Noodle. Gents, it was a total pleasure. So much amazing work for such a range of brands and projects, a tour de force in the great outdoors. Thank you so much. Thanks to our sponsors Bauer Media Outdoor View2Fill Super Optimal GAS Music

Visuals: https://getbehindthebillboard.com/episode-96-ajab-samrai Episode #96 features Ajab Samrai, Ex-CCO of Ogilvy Japan, who not only brought incredible stories of nearly four decades in the business, but two enormous bags of apples from his orchard in the Malvern Hills. We discussed how Ajab started his career at Saatchi & Saatchi in 1987 as one of the first British born Asians to break into the industry, creating the iconic Commission for Racial Equality poster campaign. He became one of the youngest Creative Group Heads in the history of Saatchi’s going on to work on some of the world’s biggest brands. We discovered why he decided to ‘frighten himself’ after his long tenure at Saatchi’s to take up the challenge of Ogilvy Japan, an agency in a different country, with a different culture and different language. Plus the agency was stuck at the very bottom of the Ogilvy league. No pressure then! His story of success is a lesson in perseverance and belief with some incredible OOH projects for Tokyo FM and Uber Eats, helping Ogilvy Japan become agency of the year and Ajab was named Japanese creative of the year. This success helped push his awards tally to over 300, winning major honours at every show in the world. Listen to the craft that went into the Sagawa soy sauce campaign, where all the imagery was created by an artist using soy sauce. And hear how the Condomania campaign flirted with suffocating the cast on what must be one of the most insane shoots ever. We even had time to cover the Mount Fuji Rubbish Billboards which were anything but rubbish, cleaning up the mountain and at awards shows alike. Ajab thank you so much for being so generous with your stories (and your apples!). It was a real pleasure. Thanks to our sponsors Bauer Media Outdoor View2Fill Super Optimal GAS Music