Top Women in OOH Spotlight 2024: Stacy Enderle

by Amber Larkins, OOH Today

We recently posted our annual list of the Top Women Driving Growth in OOH for 2024. Today, we highlight Stacy Enderle, Group Director, OOH at Essence.

As the OOH Group Director for the NBCU portfolio at Essence MediaCom, Enderle brings a wealth of experience and expertise in media, particularly within high-profile entertainment accounts. Thriving in fast-paced environments, she navigates the industry’s dynamic landscape. She’s spearheaded cross-platform campaigns throughout her career, resulting in award-winning executions and pioneering first-to-market initiatives. Her ability to connect with consumers on the go has been instrumental in driving impactful solutions. Beyond her professional accomplishments, her personal brand is defined by a blend of passion, positivity, relatability, agility, and a commitment to strategic partnerships.

Enderle stumbled into this industry unexpectedly after she graduated from college. What began as a mere opportunity in the OOH field evolved into a fulfilling career that she’s come to cherish and find deeply inspirational.

“The individuals I’ve collaborated with and the impactful campaigns I’ve been part of have been instrumental in fueling my passion and commitment to this field,” Enderle said.

Driving Growth in OOH

OOH is one of the few channels that consistently displays year-over-year growth. Enderle believes continuously emphasizing and demonstrating this narrative to clients is essential in driving OOH growth.

“Significant achievements have occurred when all the elements align seamlessly: innovative and impactful creativity and strategic placement, which results in viral exposure through social media,” Enderle said.

This has happened a few times in her career, but most recently, the Oppenheimer 6-month digital countdown clock was featured on a billboard in LA. It was a long process with many challenges, but the payoff was big for her team, and in turn, it was part of the media campaign that rewarded the film with 8 Oscars.

But one of the most memorable OOH campaigns for her was one that she was not directly involved in. The Spotify Wrapped campaign of 2016 is a standout example of cleverness, creativity, and relevance in advertising.

“This campaign ingeniously featured localized messages from Spotify, driven by data from listeners and tied to pop culture events of the time,” Enderle said. “With headlines like “Dear person who played ‘Sorry’ 42 times on Valentine’s Day, what did you do?” and “Dear person in the Theater District who listened to the Hamilton soundtrack 5,376 times this year. Can you get us tickets?” – the campaign was impossible to ignore and generated significant buzz.”

Enderle says the campaign perfectly illustrated how data can inspire emotionally resonant advertising and create a strong connection with audiences.

Overcoming Challenges in OOH

Enderle says women still face challenges in male-dominated industries, although progress has been made. She recommends women do three things:

1. Advocate for yourself: Speak up about your achievements, skills, and ambitions. You are your biggest promoter.
2. Seek mentorship and sponsorship: Find mentors who can provide guidance and support and seek sponsors who can advocate for their advancement. I consider several women in the industry my mentors and keep them in my close circle. I also look for opportunities to mentor and advocate for other women.
3. Build internal networks & support each other: Collaborate with other women to create a supportive environment and amplify each other’s voices.

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