…our top two rockstars are women, inspiring and willing to share their insights, methods, and genuine friendship
Recently, we posted our annual list of the Top Women Driving Growth in OOH for 2024. Today’s spotlight highlights Linda Bueno, Director of Client Partnerships of Wilkins Media.
Bueno is an experienced National Account Executive with a demonstrated history of working in marketing and the OOH advertising industry. She is skilled in Digital Strategy, Advertising Sales, and Integrated Marketing.
A strong and polished sales professional, Bueno graduated from Queen’s College. She first became interested in the OOH industry when many moons ago, Suzy Cohen’s mom set up an interview with Outdoor Services, a media planning and buying agency. This led to her meeting some of her dearest friends and mentors including Bob Nyland and Fred Tierney, and a decades-long career in OOH.
“I was drawn to the industry’s ever-evolving landscape. Watching the exciting progress from painted boards to vinyl to digital, I was also impressed with the industry’s constant focus on improving aesthetics and creating real-life, engaging experiences,” Bueno said.
She recalls a slide that mentor Fred Tierney liked to use in his presentations. The slide featured a horse-drawn billboard from the Roman era—the original mobile billboard. The image spoke to the longstanding effectiveness of OOH.
Driving Growth In OOH
Though OOH has historic longevity, Bueno appreciates that the medium always has something new and exciting to share, whether it be new innovations, products, or opportunities.
“Since OOH is always changing, there are a multitude of facets that allow for interesting conversation and ideation for meeting advertiser goals,” Bueno said.
She says that every new client/account is a remarkable success, and even more so when those can be developed into long-term relationships. She’s enjoyed breaking in new companies into the US market and recalls many fond memories including first-to-market mani-pedi events, getting branded dry cleaner bags written into an episode of ABC’s Desperate Housewives, being nominated by illustrious peers for OOH Today’s recognition of females in OOH.
Bueno’s favorite campaigns are those that trigger spontaneous action because they always draw a crowd. Guerilla Marketing Campaigns like Coca-Cola’s Dancing driving exponential reach and infectious excitement.
Guerrilla Marketing – Coca-Cola Dancing Vending Machine (youtube.com)
“Throw in a few unforgettable photo opportunities and bridge emotional connection for your brand with a flawless execution,” Bueno said.
It has always baffled her that although consumers spend 70 percent of their waking life outside their homes, OOH only accounts for five percent of a typical marketing budget in the US.
“We need to continue educating brands on the power of OOH while ideating new ways to drive consumer interactivity,” Bueno said. “Digital and OOH are congruous. By continuing personalized engagement through the consumer’s environment and devices, we can capitalize on messaging frequency, which drives brand familiarity and ROI.”
Overcoming Challenges in OOH
But her successes have not come without challenges, which are par for the course in the Out-of-Home industry.
“I used to fret and become frantic for immediate solutions,” Bueno said. “I have found, however, that challenges should be perceived as an opportunity to grow your client’s trust in you. We don’t always get the desired results, but showing that you care and doing a bit more than expected really goes a long way.”
Do women still struggle in this often male-dominated industry? Bueno has found that determined women are steadfast in meeting their goals.
“It all boils down to an individual’s tenacity and desire. The cream always rises to the top,” Bueno said. “I am also very cognizant of the many women in our industry in C-suite roles and am encouraged by the roads they have paved.”
Promoting Women in OOH
Bueno believes that more women in OOH can help improve the industry.
“Women have real-world experiences that companies can tap into for greater insight. Their alternative viewpoints allow for more informed decisions, as a vast majority are the primary household shoppers,” Bueno said.
She says women should give their best effort and hold themselves accountable. Bueno says that if women in OOH are interested in executive leadership positions, they must ensure they are adept in all aspects of the business.
“Demonstrate fearlessness in taking the reins, show that you have strength, are knowledgeable, and are eager to take on new responsibilities. Having strong relationships and allies is also key,” Bueno said.
But people need support if they are to rise to the top. Bueno feels blessed to be part of a team that bolsters one another regardless of position, seniority, or gender.
“We are encouraged to foster bonds with one another,” Bueno said. “Currently, our top two rockstars are women, inspiring and willing to share their insights, methods, and genuine friendship.”