Top Women in OOH Spotlight 2024: Renea Richards

 

by Amber Larkins, OOH Today

We recently posted our annual list of the Top Women Driving Growth in OOH for 2024. Today, we are highlighting Renea Richards, Sales Director, Outfront Media.

Renea Richards is a Sales Director at OUTFRONT, overseeing the Kansas City market. With over three decades of experience in the advertising realm, particularly in OOH, Renea’s expertise is unparalleled.

Fresh out of college, she embarked on her advertising journey, joining a dynamic agency in Kansas City. There, she honed her skills, crafted compelling campaigns, and reveled in the pulse of the industry.

“Life is a canvas, and sometimes we need to change the palette. Seeking a new challenge, I transitioned into sales—a move that would shape my trajectory for the next chapter,” Richards said.

For the last 18 years, OUTFRONT has been her professional home.

“Recognize our actions can inspire others, and when we empower each other, the entire industry benefits,” Richards said.

OUTFRONT’s commitment to innovation and community aligns seamlessly with Renea’s passion for the industry. She firmly believes in the transformative power of every campaign and message, recognizing their ability to shape perceptions, ignite conversations, and leave lasting impressions.

Collaborating with clients and her exceptional team of creative minds and colleagues is where Renea finds her true fulfillment. Excited about the industry’s future, Renea views OOH advertising as a kaleidoscope, constantly shifting and offering endless opportunities for creativity and connection. She remains dedicated to chasing innovative ideas, forging meaningful connections, and leaving her mark on the ever-evolving advertising canvas.

“This vibrant company has been my compass, guiding me towards growth and fulfillment,” Richards said. “OUTFRONT’s commitment to innovation and community resonates with my passion for the advertising industry.”

Driving Growth in OOH

Richards says driving growth in the out-of-home industry involves strategic approaches tailored to each advertiser’s unique characteristics and needs.

“We have an incredibly talented sales team. Recognizing and appreciating them is essential for maintaining motivation, fostering a positive work environment, and driving growth,” Richards said. “The teamwork and collaboration between departments has helped us achieve great things while delivering strong and impactful campaigns for our clients.”

Her favorite campaign of all time, in which she takes immense pride, was spearheaded by OUTFRONT’s Kansas City Team.

PBR (Professional Bull Riders) launched a highly successful campaign to promote the second season of its Professional Bull Riding Team Series. In collaboration with OUTFRONT STUDIOS, OUTFRONT’s in-house creative agency, the campaign featured billboards with giant bull horns spanning 21.5 feet.

“Leveraging a strategic stack selling approach, the campaign incorporated targeted mobile, OTT, and influencer partnerships, resulting in a fusion of creativity and precision targeting that captivated audiences nationwide,” Richards said. “The meaningful collaboration between PBR and OUTFRONT paired with the perfect blend of art and science made it one of my favorite OOH campaigns.”

Advertising is a dynamic industry, and marketers face many challenges in today’s complex landscape. To get a larger slice of total ad spend, the industry needs to educate brands on out-of-home’s strengths.

“In a time of information overload, we must continue identifying and pinpointing the right audiences with relevant messages.  We also need to continue to educate brands on out-of-home’s strength and how it enhances/strengthens campaign results when combined with other media,” Richards said.

Overcoming Challenges in OOH

 Women continue to encounter various challenges in the workplace. Despite progress, women remain underrepresented in senior leadership positions. Balancing work and personal life remains a challenge for many. 

“While the number of women in the C-suite has increased, slow progress at the manager and director levels creates a weak middle in the corporate pipeline,” Richards said. “As women, we have to continue to lift each other up, celebrating our success and encouraging companies to continue to actively educate team members on these biases through awareness and education.”

Promoting Women in OOH

 As a OUTFRONT’s Diversity Equity & Inclusion Council member, Richards aims to foster an inclusive workplace for everyone. 

“As a council, our goal is to make sure we support and encourage women to get involved and their voices are heard. Through our OUTstanding Women ERG, we encourage women at OUTFRONT to seek professional and personal development education, inspire others by sharing success stories, and highlight resilience, determination, and the impact we have on our communities,” Richards said.

She urges women to be role models by demonstrating inclusivity, empathy, and commitment to helping others. 

“Recognize our actions can inspire others, and when we empower each other, the entire industry benefits,” Richards said.

She believes women should be encouraged to step into leadership roles to create and maintain a diverse and successful industry.

“Identifying career goals and high potential leadership candidates early on is key,” Richards said. “We need to invest in these women, build their skill set and, most importantly, their confidence so they are equipped to step into these roles and ready to have a seat at the executive table.”