OOH Spotlight: Britt McConnell

 

by Amber Larkins, OOH Today

Britt McConnell’s path into the OOH industry was a bit unexpected. Though he’s now the Director of Digital Sales at Formetco, he once owned a sign company. From 2004 to late 2010, he ran a full-service sign company, handling everything from vinyl signs to LEDs. That changed when a customer asked him to build a 24X24 billboard structure in PA.

“That project sparked my interest in out-of-home advertising, and I’ve been passionate about it ever since,” McConnell said.

He knew he wanted to dive deeper into the OOH industry and he knew he wanted to work for Formetco. In 1968, Larry Garrett, a farm boy from Pennsylvania, started Formetco. When Armco Steel decided to sell off its billboard division, Garrett saw an opportunity. Since then, Formetco has grown into a behemoth outdoor advertising supplier, making everything from digital billboards to tri-visions.

“Working at Formetco feels like being part of a family. The energy here is obvious, with owners actively involved and passionate about the industry. We’re the only family-owned company in our field, which makes a big difference. Our culture is built around Mr. Garrett’s legacy, emphasizing values like excellence and integrity,” McConnell said.

Finding Formetco

He first reached out to Formetco while still in the process of selling his sign company. They had no openings. A week later, they called back, offering him a position in the print division, and thus began his journey, eventually leading to his current role as Director of Digital Sales.

“Working at Formetco feels like being part of a family. The energy here is obvious, with owners actively involved and passionate about the industry. We’re the only family-owned company in our field, which makes a big difference. Our culture is built around Mr. Garrett’s legacy, emphasizing values like excellence and integrity,” McConnell said.

Jock Gibb, Formetco’s VP of Sales and Marketing, gave McConnell invaluable mentorship.  Under his guidance, McConnell has grown professionally and helped the team thrive, all while staying true to the core values that define Formetco.

“I lead a fantastic sales team, and together, we’ve developed top-notch processes that set us apart,” McConnell said. “Jock Gibb’s influence has been instrumental in shaping both my career and the success of our team, and for that, I am truly grateful,” McConnell said.

OOH Successes

McConnell has had many rewarding moments in his career at Formetco. One of his most satisfying moments was when he started with the company and doubled the print division’s revenue in less than one year.

“Seeing the division grow was incredibly rewarding and fueled my enthusiasm for the business,” McConnell said.

Another significant milestone in his career was being promoted to Southeast Sales Manager and immersed in DOOH. The transition to digital helped him build meaningful industry relationships that have enriched his professional and personal life.

The pinnacle of his career so far has been becoming the Director of Digital Sales.

“Leading this dynamic team has been an exhilarating experience, and I’m grateful for the chance to contribute to Formetco’s success,” McConnell said.

McConnell said that while he’s faced challenges in his career, Formetco and its team’s values and support have been invaluable.

“The support from Formetco is incredible—they always go above and beyond to help. I feel truly fortunate to be part of such an exceptional company,” McConnell said.

People Make OOH Industry Great

McConnell’s favorite thing about working in the OOH industry is the people. He’s met amazing individuals and formed lasting friendships.

“It’s rare and wonderful to work in an industry where clients become friends,” McConnell said. “The out-of-home community is incredibly welcoming and kind-hearted.”

He often shares Mark Twain’s famous quote:  “Find a job you enjoy doing, and you’ll never work a day in your life.”

“But honestly, the best part has been my time at Formetco. This place isn’t just a workplace—it’s a family,” McConnell said.

McConnell said the people set Formetco apart from other Digital Display manufacturers.

“One visit or meeting with any of our employees will show you why we stand out. Unlike other companies, we’re not bogged down by concerns about investors or stock market prices,” McConnell said. “Our focus is on delivering exceptional products, top-notch service, and truly listening to our customers. Our shared goal is to create world-class products for the industry.”

McConnell lives in the family-friendly suburb of Hoschton, GA, just north of Atlanta. He and his wife, Brittany, who also goes by Britt, often refer to themselves as “B-squared.” When he’s not busy expanding Digital Out-of-Home’s presence, his time is all about family. He, his wife, and their two kids love exploring new places, camping, and making great memories together.

“In short, family is my top priority, and my career in out-of-home advertising is driven by a genuine passion that started with that one pivotal project,” McConnell said.