Top Creatives in OOH 2024: Todd Turner

by Amber Larkins, OOH Today

For the next two weeks,  OOH Today will be sharing more information about each of the selections on our list of the Top 10 Creatives in Out-of-Home 2024, and how they have made their marks on the industry.

Today, our Spotlight focuses on Todd Turner, Founder of Up to Something Agency.

Todd Turner founded Up To Something, a two-person shop that helps mid-size brands and small businesses get the most out of out-of-home advertising. In addition to ads, he has a passion for helping ad copywriters improve their creativity through play. He created a headline-writing exercise called “Wash-a-Pig” that gamifies wordplay and sparks the imagination.

“It started as a fun tool for my own team and grew into a successful product used by creatives worldwide,” Turner said.

“An outdoor board is an event.”

With over 15 years of experience in creating award-winning out-of-home ads for media companies, Turner has won what he estimates to be over 30 OBIEs and ADDYs for clients ranging from local small businesses to national brands. The biggest OBIE he’s won was Best of Show in 2015 for Sonic Drive-In. He’s won other OBIEs for numerous campaigns including McDonald’s and Adams Outdoor self-promos.

“For me, it’s about solving a business problem with a creative solution. That business problem isn’t always “making a sale.” Advertising isn’t a one-step process–see the ad, buy the thing. It’s more nuanced, so we need to know where an OOH campaign falls into the marketing process. Usually, it’s at the awareness level. And no one cares what you’re selling until they know who you are,” Turner said.

OOH is an ad first and foremost. Ergo many of the same rules that apply to great ads would also apply to great OOH. Turner says that he was strongly influenced by a quote from Luke Sullivan, “An outdoor board is an event.” It inspired him to inject his work with life and action.

“Great ads are unexpected and compelling,” Turner said. “The best OOH ads don’t feel like ads at all.”

With that being said, great design is something that also needs to be considered within context. Though many people might turn their noses up at big bold black type on a yellow background, it could be the right design for a liquidation warehouse or an urgent message. Likewise, some people might not like ads with thin type and provocative imagery, but it’s probably appropriate for a luxury fashion brand.

“It all depends on the message,” Turner said. “You can’t take design out of context and call it good or bad.”

Regarding the future of OOH design, Turner views AI as a tool, much like other software. He thinks exceptional craftspeople will harness AI tools and continue to blow our minds. It will open pathways for small businesses and budgets to create things that were once impossible, raising the quality bar.

“I, for one, welcome our robot overlords,” Turner said.

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