OOH's Role in the Modern Media Mix with Bianca Sidelsky

In this episode we sit down with Bianca Sidelsky, Group Strategy and Innovation Director at PHD, to explore what earns OOH a place in a brand’s media strategy. From building awareness and credibility to working alongside TV, radio and digital, Bianca shares why effective planning starts with the business objective. We discuss creative that works for OOH, how billboards spark conversations on social media, and why brands need to balance immediate sales with long-term brand building. An honest conversation about smarter media decisions, asking the right questions, and knowing the rules before breaking them. 00:00 Opening 01:02 Introducing Bianca Sidelsky 02:40 How OOH earns its place in the media mix 05:05 What makes OOH uniquely powerful 07:34 Getting the creative right for OOH 10:00 How OOH works with TV, radio and social 13:19 Balancing brand building and performance 19:08 Becoming a true strategic partner 22:52 Making the case for OOH to a sceptical CMO 25:58 What media owners can do better 30:00 Advice for aspiring strategists: stay curious 31:50 Closing thoughts and thank you