Women in OOH Spotlight—Susan Rezmovic-Cohen
OOH Today highlights how each of the Top Women Driving Growth in Out-of-Home are making history
by Sarah Druhan, OOH Today Journalist
Throughout the rest of Women’s History Month, we at OOH Today will be exploring how each of the selections on our list of the Top 24 Women Who Drive Growth In Out-of-Home have made their mark on the industry. While OOH has long been seen as a male-dominated sphere, every one of these women is a symbol of how our industry can and must change—and each of them has an important story to tell.
1) What advice would you give to other women moving up in OOH?
SRC: Find your strengths and use them to the best of your ability. Be yourself and let your personality shine through your work and your communications. We are fortunate to work in a field where we do not have to fit into a specific mold. So break the mold and be amazing!
2) How can the industry take a bigger slice of total ad spend?
SRC: If we continue on this path we are in, we are going to continue to emerge. Other channels are taking notice of the OOH universe and even using it to promote themselves. Brands and clients continue to be connected and want to see themselves on a giant billboard. That is a concept that is never going to go away. So while we continue to evolve with new technology, we need to also hang on to that most basic element. No other medium can “show off” a brand like we can.
3) What’s the most interesting part of your job?
SRC: I truly love interacting with clients and seeing them get excited about their campaigns. Their excitement propels me. I love that I can work on the same accounts for so many years, and STILL be doing something different every day because no two OOH campaigns are the same.
4) When did you first know that this was the industry for you?
SRC: My first job in this industry was supposed to be temporary, until I went back to school for my masters in a completely different field. Just need a break from school after graduating college. But a year and a half into it, I realized I was not going to go back. That was like 25+ years ago!
5) What’s the key to your success?
SRC: Relationships. Always make sure to create good ones whether it be with clients, media vendors, co-workers, your corresponding planning and other investment teams at the agency…anyone and everyone you interact with. You want them to remember you in a positive way so that wherever they end up, they want to continue to work with you.
To see more from Susan Rezmovic-Cohen and other Outstanding Women in OOH, read our story on The Top 24 Women Who Drive Growth in Out-of-Home