Nedbank: A Client's Point of View of OOH with Samu Makhathini

We sit down with Samu Makhathini, Head of Group Media at Nedbank to explore the role OOH plays in their media mix. From building brand awareness and connecting with consumers to measuring effectiveness and demonstrating value, we unpack how Nedbank approaches OOH, what drives investment decisions, and what clients really expect from the channel. We also explore the crucial role of creativity in making OOH campaigns stand out, why great creative execution can make all the difference, and Samu shares valuable advice for those starting their careers in the media and advertising industry. An insightful conversation that brings a fresh client perspective on what makes OOH work, the power of creativity, and the next generation of industry talent. 06:00 The role of OOH in building banking brands 07:59 How billboards can drive organic search 15:11 What would make a client invest more in OOH? 19:19 Creativity beyond the billboard 21:44 How proof-of-concept campaigns build client trust 25:43 Why creative and media agencies need to work together 33:31 Turning branded Ubers into a brand experience 36:14 Building a career in media: skills, curiosity and mentorship