Top Women in OOH Spotlight 2024: Annie Bednarski

Having women working in the business only strengthens the media recommendations,”

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 Annie Bednarski, Managing Director at Billups.

Bednarski is a seasoned professional in the out-of-home (OOH) advertising industry, with 16 years of experience.

Bednarski first became interested in the OOH industry when she was in college. She participated in a study program in LA where she created a mock media plan for a movie release and presented it to industry executives.

“At the time, my focus was PR, but after creating a plan, I fell in love with media planning and buying,” Bednarski said.

Her journey began at Kinetic, where she learned the intricacies of OOH advertising and developed her skills in client management and strategy development. Throughout her career, Bednarski has worked across different categories, from spearheading campaigns for household names in packaged goods like MolsonCoors to retail giants like Target, she has consistently demonstrated an understanding of diverse client needs. Her portfolio also includes renowned players in insurance, finance, and even the emerging cannabis industry, such as American Family, Key Bank, and Curaleaf.

“There’s a widespread perception that women should exhibit nurturing and soft leadership traits rather than being perceived as assertive and decisive,” Bednarski said. “Unfortunately, assertiveness in men is often praised as a sign of strength and power, while the same attribute in women can be viewed negatively.”

In 2019, Bednarski moved to Billups, where she became a key player, overseeing the Central Territory. She always pushes herself and her teams to improve and exceed their clients’ expectations. Bednarski’s passion for OOH goes beyond just managing campaigns; she loves creating unforgettable experiences through strategic media placements and captivating creatives. She knows that OOH advertising can connect with people at different points in their journey, and she loves the challenge of turning OOH units into memorable canvases for brands. What makes Bednarski stand out is her drive to innovate and optimize processes. She’s always looking for ways to improve processes and develop best practices that benefit her clients and teams.

Bednarski lives in the Chicagoland suburbs with her husband Peter, two-year-old son Tommy, and dog Dougie. Her earliest OOH memory is seeing the Magikist “lips” neon sign on the Kennedy Expressway on trips to the city.

Driving Growth in OOH

Bednarski’s approach to driving growth in OOH centers on collaboration and personalization.

“Out-of-home advertising is not a one-size-fits-all channel,” Bednarski said. By collaborating closely with clients to understand their objectives and working alongside their creative teams, we tailor campaigns to bring their vision to life within the space.

She said that over the years, she’s observed that brands that create contextually relevant content for specific locations or placements tend to resonate more strongly with customers, resulting in increased awareness.

Bednarski has had many career successes, both big and small. But what truly brings her pride and fulfillment is seeing a group of colleagues working together seamlessly to produce exceptional work.

“At an agency, success is not achieved alone; it is the result of collective effort and teamwork,” Bednarski said. “I strongly believe that every accomplishment, whether personal or professional, is a testament to the collaborative spirit and support of the entire team.”

But to get to a large percentage of total ad spend, the OOH industry needs to work on demonstrating effectiveness.

“It’s essential to continue proving the effectiveness of OOH, especially to those who question its value as an investment,” Bednarski said. “Unlike other channels, OOH often faces skepticism that demands solid evidence of its impact.”

To address this, Bednarksi says, the industry must invest in robust research and data analytics. If the industry can quantify the impact of OOH campaigns on brand awareness, consideration, and purchase intent, then it can provide compelling case studies that showcase its effectiveness.

Along the same lines, she says that the industry needs to establish and agree upon benchmarking standards and results metrics to further bolster confidence in OOH advertising’s efficacy.

Additionally, she believes its important to educate advertisers and agencies. Why?

“I find people either love OOH or don’t really understand it. As industry leaders, we need to continue to educate advertisers, media planners, and creative agencies about the evolving capabilities and value proposition of OOH advertising.”

She hearkens to the industry’s need to showcase successful case studies, industry trends, and emerging opportunities to inspire confidence and excitement in the channel. This includes finding opportunities at industry events, sitting on panels, and showcasing success through case studies.

“Unlike other channels, OOH often faces skepticism that demands solid evidence of its impact.”

Though she had nothing to do with the campaign, one of her all-time favorites and what she thinks is an example of the best use of OOH is the British Airways #lookup campaign. This campaign used a digital sign with a little boy looking up at the planes flying in real time over the sign. The advertisement called out the flight number and destination.

“Having a two-year-old son, who is always pointing to airplanes in the sky, it resonates,” Bednarski said. The advertisement not only resonated with customers but was also an incredibly innovative execution for its time.

Overcoming Challenges in OOH

Bednarski’s most significant challenge in recent years has been navigating the demands of being a working mother.

“Balancing my family’s needs and excelling in a fast-paced industry is no easy feat,” Bednarski said. “There have been moments of frustration and exhaustion where I’ve considered giving up, but I’m proud of persevering through it all.”

Despite the challenges, she loves her job and cherishes the relationships she’s built with internal and external colleagues. She’s found it invaluable that she’s been able to find a community of fellow working parents, both at Billups and at other agencies.

“It’s comforting to share experiences and support each other through the trials and triumphs of parenthood while juggling career responsibilities,” Bednarski said.

She feels fortunate that her gender has not hindered her career advancement, but she’s aware that some women in the industry may have faced obstacles, especially as males predominately hold top c-suite positions. She thinks women can confront this disparity by actively participating in industry discussions and sharing their perspectives and opinions without hesitation.

There are numerous challenges women can face in the workplace. One of the most common issues she’s seen throughout her career is stereotyping in leadership styles.

“There’s a widespread perception that women should exhibit nurturing and soft leadership traits rather than being perceived as assertive and decisive,” Bednarski said. “Unfortunately, assertiveness in men is often praised as a sign of strength and power, while the same attribute in women can be viewed negatively.”

She says this double standard poses a significant obstacle for women. It can negatively impact the perception that they’re the right fit for a position and can hold them back from leading authentically and advancing in their career.

To solve these challenges, Bednarski says women in OOH should create a support network of peers, mentors, and allies who can provide guidance, encouragement, and perspective.

“Lean on this network for advice and support in navigating challenges related to leadership stereotypes and communication barriers,” Bednarski said.

Promoting Women in OOH

Billups’ US office has a 50% female and 15% people of color workforce. Bednarski says she’s proud to work at an agency that prioritizes inclusivity.

“We have had DEI (Diversity, Equity, and Inclusion) training to ensure that everyone has an opportunity to thrive, contribute, and succeed regardless of their background,” Bednarski said. “I help boost women by being a mentor to those I manage. I’m an ally, providing them with support and a safe space to discuss and solve any challenges that come their way.”

From her perspective, there are more women in the industry than ever.

“Women bring a diverse perspective to the table, and many brands are looking to target women as they are typically the household decision-makers. Having women working in the business only strengthens the media recommendations,” Bednarski said.

She believes the industry should continue to focus on balance and would like to see more equal representation from all genders and backgrounds to bring diverse perspectives. She is very excited about the recently launched OOH United Future Leaders program. She sees it as the perfect roadmap for our young future leaders.

“The OOH United Future Leaders program will help prepare the next generation of leaders,” Bednarski said. “I believe we can show our appreciation for the hard-working women in the industry who hustle every day and excel in their roles.”