Getting Sellers and Clients Invested in Creative By Brandon Sweeney, Creative Director, Link Media Outdoor

This column was the basis of a presentation at the OAAA Independent Summit this week.  Billboard Insider liked the talk so much we are publishing an edited version here.

By Brandon Sweeney, Creative Director, Link Media Outdoor

One of the biggest challenges in out-of-home advertising is not designing great creative, it’s getting clients and sales teams invested in it from the beginning.

Too often, billboards become a place to cram logos, phone numbers, websites, and every piece of information a client can think of into one layout. The result is advertising that blends into the background instead of demanding attention.  At Link Media Outdoor, we’ve worked hard to change that mindset by treating creative as a sales advantage, not just a production step.

You’re thinking what’s in it for sales? Great creative sells faster. It creates market demand. Clients renew longer. Most importantly, it changes the relationship from vendor to strategic partner.  But making that happen requires commitment from both creative and sales teams.

① The first step is reframing the conversation. Most clients think they are buying space on a billboard. In reality, they are buying attention. That shift changes everything. A billboard is not just a sign; it is advertising that has only a few seconds to make an impression.

② The second step is showing the difference early. Clients only know what they’ve seen in the market, and unfortunately many markets are filled with cluttered, and forgettable boards. Bringing examples of strong creative into early conversations immediately changes expectations and opens the door for better thinking.

③ From there the third step is, creative must be tied directly to money and results. Strong creative is not about making something “pretty.” It is about creating something memorable enough to generate awareness, leads, and revenue. A distinctive billboard equals fewer wasted impressions..

See the full Billboard Insider article at https://billboardinsider.com/getting-sellers-and-clients-invested-in-creative/