OUTFRONT Names Nick Brien Interim CEO

Publisher’s Note: 

Nick Brien is new INTERIM CEO at Outfront Media.

For the record, we like Nick Brien. Not that it matters whether we like the guy or not. The concern is, can he do the job?

Can Nick Brien manage OUTFRONT back to the top of the Big 3 of the OOH Industry? (currently held by Lamar by a billion miles above everyone else) Lamar is a billion miles better than Everyone else in the Industry! It shouldn’t and doesn’t have to be that way. It was not long ago (Ok well over 12 years) that the Big 3 were squarely represented by Outfront, Clear Channel and Lamar. And the ranking order was 1. OUTFRONT, 2. Clear Channel were a dead heat, and 3. Lamar was a million miles back. A million miles back.  If he can bring them back we all win!

It’s curious how things have changed so significantly over the last 12 years for OUT and over 16 years for Clear. (Look it up) But it has and it did.  A complete juxtaposition of OOH leadership of individuals and management teams. Both organizations have been suffering for that long, failing to win their market share but also their downfall is responsible for the OOH Industry’s failure in winning significant market share as well. Much more to say about this.

Brien set the high jump bar in his 2019 OAAA/Geopath OOH Conference keynote speech, slamming OOH’s ‘flat for a decade’ 4%. See his slide/photo below.  I seem to recall three OAAA members passing out on the conference room floor when Brien displayed the ‘flat 4%’ graphic on the conference hall screen (see photo below). I think four senior staffers from OUT and CCO ran from the meeting hall during those comments.

As all of you who have been reading OOH Today for the last 7 years know —we agree— the ‘flat 4%’ doesn’t cut it!  Our accounting method of revenues counts real, organic growth and not growth by adding 8 new faces for every digital unit built.  Show us the GROWTH!

The OOH Today Nick Brien Podcast

We had said plenty about him right after his bold speech in 2019 at the OAAA/Geopath OOH Conference in Las Vegas. We liked it so much that we named our podcast that week “The Nick Brien Podcast.”   Side note: Wow, OOH Today had 1,800 subscribers back then and nearly 5,000 today. Our 39K network of readers is beyond our expectations.

In our podcast, here is that OOH Today podcast from 2019 , we took the questions Nick had raised in his keynote and highlighted with the following questions:

 #1 Is OOH”s Ambition Too Small? How Do We Raise it?

#2 Does the OOH Industry Lack Innovation in Marketing? (themselves)

 #3 What OOH Owners are Disrupting or are Attempting to Disrupt the Industry with its Marketing?

Stellar stuff right?  So what in the H bomb is this comment at the bottom of today’s press release below?

“Under Brien’s leadership, the company is focused on amplifying the power of out-of-home to drive brand awareness and measurable performance, accelerating its technological evolution, and building on its strong foundation of creativity and innovation—all while continuing to deliver exceptional value to agencies, brands, key stakeholders, and stockholders”

This does not sound very disruptive or ambitious.

We will see if he is an old crony carrying on the Male/Punter style (Brien and Male go back some 30 years plus I am told) or if he is his own man who is willing to take on the Industry, as he boldly critiqued us at that 2019 Conference.

Nick, you still have our attention. We wish you well! Press release below.

OUTFRONT Media Names Industry Veteran Nick Brien Interim CEO to Guide the Company’s Next Chapter of Strategic Growth and Innovation

NEW YORK, – OUTFRONT Media Inc. (NYSE: OUT) today announced the appointment of Nick Brien as Interim Chief Executive Officer, effective February 10, 2025. With a dynamic blend of industry expertise and decades of leadership experience, Brien is uniquely positioned to lead OUTFRONT Media into its next chapter of innovation and growth. Having served on the company’s Board of Directors for many years (which service will continue during his tenure as the Interim Chief Executive Officer), Brien brings deep insights into the company’s operations, partnerships, and the evolving out-of-home industry. This foundation empowers him to chart an ambitious path forward, unlocking new opportunities for OUTFRONT Media to be a driving force as a leading media brand.

the Board considers him alongside other candidates for the permanent role

“Nick brings a perfect balance of marketing strategy, business acumen, and expertise in ad tech and digital innovation, making him the ideal leader for OUTFRONT during this important transition. When the Board initiated the search for new leadership, Nick stepped forward with a bold vision for the company. It was clear he could immediately step in as Interim CEO to spearhead an ambitious set of initiatives, driving continued momentum and progress in the company’s transformation and growth,” said Michael Dominguez, who was named Chairman of the Board as of February 10, 2025.

A seasoned Chief Executive Officer, Brien has held senior leadership positions at some of the world’s most influential organizations, including advertising industry powerhouses Publicis, Dentsu, McCann Worldgroup, and IPG Mediabrands. He also comes to OUTFRONT with deep experience in ad technology from his time as CEO at Amobee. He successfully led these companies through periods of rapid expansion and change, redefining their influence on the global media landscape.

“The out-of-home medium is bold, impactful, and is quickly evolving into a significant digital channel.  Our unmissable creative canvases spark conversations and enable advertisers to engage consumers in ways that drive superior campaign performance while building brand loyalty,” said Mr. Brien. “By operating as a tech-enabled, data-driven, and ideas-led company, we have the opportunity to elevate OUTFRONT’s strategic importance for brands and partners while unlocking new avenues for growth.”

This leadership transition follows the previously announced retirement of Jeremy Male, who leaves behind a lasting legacy at OUTFRONT Media. Most notably, Male oversaw the transformation of CBS Outdoor Americas into OUTFRONT Media and led the company through a successful initial public offering. Under his leadership, OUTFRONT Media established itself as a leader in the out-of-home advertising industry, resulting in significant growth throughout his tenure.

As Interim CEO, Brien joins an industry-leading team renowned for their exceptional sales expertise, innovative design teams, and client-focused consultative approach. With his established relationships across the executive management team, Brien will work closely with leaders to ensure a seamless transition while the Board considers him alongside other candidates for the permanent role as part of a global search. To further strengthen the company’s leadership during this pivotal period, Chief Financial Officer, Matthew Siegel, will take on expanded operational responsibilities.

Under Brien’s leadership, the company is focused on amplifying the power of out-of-home to drive brand awareness and measurable performance, accelerating its technological evolution, and building on its strong foundation of creativity and innovation—all while continuing to deliver exceptional value to agencies, brands, key stakeholders, and stockholders.

About OUTFRONT Media Inc.
OUTFRONT leverages the power of technology, location, and creativity to connect brands with consumers outside of their homes through one of the largest and most diverse sets of billboard, transit, and mobile assets in the United States. Through its technology platform, OUTFRONT will fundamentally change the ways advertisers engage audiences on-the-go.