Breaking Barriers OOH
by Janea S. McDonald, PhD, PHR, SHRM-CP
janea@edgehrconsulting.com www.edgehrconsulting.com
The OOH industry flourishes on creativity, precision, and speed—but none of that matters if your teams are stuck in silos. Silos occur when departments operate in isolation, hoarding information and focusing on their own goals rather than the broader picture. This is a common problem in many industries where I consult, often resulting from internal competition being at the forefront of business operations. In OOH, that can mean sales pushing one agenda, operations another. The result? Miscommunication, duplicated efforts, and campaigns that miss the mark can lead to lost customers.
Silos don’t just slow us down—they erode trust and stifle innovation. When teams don’t talk, ideas don’t flow. And in an industry where deadlines are tight, clients expect flawless execution, and the product is out for everyone to see: that’s a recipe for disaster. Breaking down silos isn’t about adding more meetings; it’s about building intentional bridges between teams. Shared KPIs, open communication channels, and cross-functional collaboration are game-changers.
So, how do we do it? Could you start with clarity? Everyone—from installers to account managers—needs to understand the campaign’s objectives and their role in achieving them. Next, foster psychological safety. People share ideas when they feel safe to speak up without fear of judgment. And don’t underestimate the power of leadership modeling. When leaders collaborate openly, it sets the tone for the entire organization.
Collaboration isn’t just a buzzword—it’s a competitive advantage. It enhances problem-solving, boosts efficiency, and promotes learning across teams. When marketing learns from operations and operations learns from sales, everyone wins. This cross-pollination of ideas leads to more creative campaigns and stronger client relationships.
Collaboration isn’t just a buzzword—it’s a competitive advantage
Culture plays a significant role here. A positive, inclusive culture dismantles silos faster than any software tool. Encourage mentorship across generations, celebrate wins collectively, and create spaces—virtual or physical—where ideas can collide. Remember, innovation doesn’t happen in isolation; it occurs when diverse perspectives intersect and combine.
Finally, kindness still matters. Collaboration isn’t just structural—it’s human. A quick check-in, a willingness to share credit, or a moment of grace under pressure can turn a silo into a bridge. In OOH, where relationships drive business, these small acts have significant impacts.
The bottom line? Silos are silent killers of creativity and efficiency. Tear them down, build connections, and watch your OOH campaigns soar. Because at the end of the day, success in this industry isn’t just about great visuals—it’s about great teamwork.
Quick Tips to Break Silos in OOH
- Create Shared Goals – Align KPIs across departments so everyone works toward the same outcome.
- Host Cross-Functional Huddles – Short, focused meetings to share updates and remove roadblocks.
- Use Transparent Tools – Adopt project management platforms that allow visibility for all teams.
- Celebrate Joint Wins – Recognize achievements that required collaboration, not just individual effort.
- Model Collaboration at the Top – Leaders should actively engage across teams to set the tone.
Remember to have a heart, y’all! It’s not that hard – and the ROI is well worth it!
Side note: Loved seeing and meeting so many of y’all at IBO!
Side note: You may have heard me discuss Emotional Intelligence – and how individuals with higher EI tend to be more successful. Great news! I have a new resource for you: I created the EI Edge Workbook – get it here.
Please email me at janea@edgehrconsulting.com. Let’s work together to make people’s problems more straightforward to handle. Visit www.edgehrconsulting.com
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