From Strategy to Streets: How Livia Brown is Redefining OOH Media in Africa
When Livia Brown first stepped into the world of out-of-home (OOH) media, she wasn’t an industry insider. She was a passionate marketer with a background in sales, a keen eye for branding, and a hunger to do meaningful work. Her entry point? A junior role at Posterscope South Africa, part of the global Dentsu network. It was unfamiliar terrain, but Livia didn’t hesitate. “I immersed myself in every aspect…late nights, extra projects, shadowing mentors,” she recalls. What she lacked in agency experience, she made up for with grit and relentless curiosity. That dedication would lay the foundation for a remarkable rise.
Livia found her niche in the emerging world of location data. At a time when media was evolving rapidly, she became fascinated by the intersection of consumer behavior, foot traffic, and geospatial intelligence. This fascination didn’t just shape her thinking, it set her apart. Within a few years, Livia rose to the role of General Manager at Posterscope South Africa, where she led the agency with a strong focus on data-led strategy. “We became known for having the market’s best OOH tools,” she says, “and we used them to deliver real, measurable value to our clients.”
But her story didn’t stop there.
…a simple philosophy: if something doesn’t exist, build it.
Today, Livia operates as an independent consultant, and her reach has continued to expand. She works across silos, advising media owners, upskilling agency teams, and developing her client portfolio. “It’s harder than I imagined, but more rewarding too,” she admits. Two key projects highlight her impact: dooh.co.za, South Africa’s central platform for OOH creativity and insights, where she serves as co-editor; and Beyond the Billboard, the country’s first and only OOH podcast, which she co-hosts with industry peer Kirsty Carlson. “Both projects have opened doors globally,” she says, underscoring how media, when done well, can transcend borders.
At the heart of Livia’s journey is a simple philosophy: if something doesn’t exist, build it. Whether it’s a platform, a podcast, or a new role in a changing industry, she’s never shied away from doing the hard work. “Know your strengths and your gaps,” she advises. “And never stop learning.” For newcomers to the OOH industry, she offers this: find your North Star, take on more than what’s expected, and always ask how data sharpens the strategy.
Livia Brown may have started as a “newbie” in media, but today she’s one of the voices shaping its future in Africa and beyond. And from the sound of it, she’s just getting started.
Watch her interview today @ https://oohacademyng.com/womeninafricaooh/
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