NEW YORK, NY — The Out of Home Advertising Association of America (OAAA) and Big Brothers Big Sisters of America (BBBSA) have joined forces to inspire and develop the next generation of out of home (OOH) advertising leaders through an industry-wide mentorship and talent pipeline initiative. This strategic alliance will provide emerging professionals with career-building opportunities while offering OAAA members a meaningful way to give back, ensuring a strong and diverse talent pipeline for the industry’s future.
“As the OOH industry continues to grow, it’s critical to invest in the next generation of leaders,” said Jeff Jan, EVP, Strategy & Growth at OAAA. “This partnership strengthens our talent pipeline by breaking down industry barriers and creating meaningful professional development opportunities. Together, we are fostering a diverse and skilled workforce that will ensure a vibrant future for OOH advertising.”
Key aspects of the partnership include:
- “Big for a Day” Mentorship Market Ride: To pilot the partnership, earlier this month select BBBSA Scholars, Future Leaders, and OAAA members explored the OOH industry firsthand through a guided immersive experience across New York City, gaining perspectives from media owners, agencies, and brands. The day served as a symbol of the laddered mentorship, with OAAA members serving as mentors to the Future Leaders, and Future Leaders serving as mentors to BBBSA Scholars.
- Future Leaders Program: Now in its second year, the Future Leaders Program empowers rising OOH professionals with opportunities to learn, connect, and grow. Selected participants will receive an all-expenses-paid trip to the 2025 OOH Media Conference, where they’ll gain industry insights, build connections, and advance their careers. BBBSA representatives will take part in dedicated Future Leaders conference activities, including exclusive mentoring sessions.
- BBBSA’s 120th Anniversary: OAAA members will celebrate BBBSA’s legacy with an in-kind OOH media campaign, spotlighting its global impact and milestone anniversary.
- Talent Pipeline Development: Cultivate a diverse and skilled workforce, equipping skilled and emerging professionals with the knowledge, connections, and opportunities needed to thrive in the evolving OOH industry.
“We’re proud to partner with OAAA to help advance their efforts to introduce the next generation workforce to the out of home advertising industry,” said Adam Vasallo, Chief Marketing Officer, Big Brothers Big Sisters of America. “Our shared interest in empowering young people to be successful in school, their careers and in life, will create the meaningful opportunities and access to leaders across the industry that they need to thrive.”
This initiative is part of OOH UNITED, OAAA’s industry-wide effort to advance diversity, equity, and inclusion. By expanding access to mentorship and career opportunities, the program helps ensure the OOH industry better reflects the diverse communities it reaches. Participants will play an active role in OOH UNITED’s initiatives throughout the year, furthering efforts to create a more inclusive and representative industry.
“This partnership marks a significant step in demonstrating our industry’s commitment to fostering a diverse talent pipeline, increasing exposure to our industry, and improving the support systems for emerging OOH professionals. It will not only enhance the Future Leaders program by adding an essential component of laddered mentorship to the existing framework but will also cultivate a new generation of diverse and talented professionals that will shape the future of our industry,” said OOH UNITED co-chairs Marc Fenty, SVP Director of OOH of Horizon Media, and Candice Simons, President & CEO of Brooklyn Outdoor, in a joint statement.
Additionally, Big Brothers Big Sisters of America will take the stage at OAAA’s 2025 OOH Media Conference in Boston from May 5–7, 2025, to share the transformative power of mentorship and how OOH advertising drives awareness and social impact.
About the Out of Home Advertising Association of America (OAAA)
The Out of Home Advertising Association of America (OAAA) is the national trade association for the entire out of home (OOH) advertising industry. OAAA represents over 850 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers. OOH media includes billboards, street furniture, transit, place-based media, and digital formats (DOOH) across every sector of the channel. OAAA is the unifying voice for the industry, the authoritative thought leader, and the passionate advocate for advancing OOH advertising in the United States. The legislative unit of OAAA advocates for the responsible growth of OOH with federal, state, and local governments. OAAA-member media companies donate over $500 million annually in public service advertising. Founded in 1891, OAAA is headquartered in Washington, DC, with offices in New York City. For more information, visit https://oaaa.org.
About Big Brothers Big Sisters of America (BBBSA)
Founded in 1904, Big Brothers Big Sisters of America (BBBSA) is the largest and most experienced youth mentoring organization in the United States. The mission of Big Brothers Big Sisters of America is to create and support one-to-one mentoring relationships that ignite the power and promise of youth. Big Brothers Big Sisters’ evidence-based approach is designed to create positive youth outcomes, including educational success, avoidance of risky behaviors, higher aspirations, greater confidence, and improved relationships. Big Brothers Big Sisters has over 230 local agencies serving more than 5,000 communities across all 50 states. For more information, visit bbbs.org.
SOURCE: Out of Home Advertising Association of America (OAAA)
