June, 2026.- Agencies are not just buying reach anymore. They are buying confidence: confidence that a brand will show up in the right environment, with the right level of impact, to deliver real results. Hannah Pritchard, NSW Agency Sales Director at QMS, has spent her career selling OOH, cinema, and TV across major holding groups and independents. She knows the difference between inventory that fills a schedule and media that shifts the conversation.
Pritchard joins QMS at a major milestone moment as the business begins its integration with Nine. What excites her most is what QMS offers that competitors cannot easily manufacture: a genuinely premium Out of Home network that complements and elevates brands at scale. With the launch of MOVE, QMS’s audience measurement system, combined with world-first attention studies and neuroscience research, OOH has never been more measurable.
In this interview, Pritchard discusses how the relationship between OOH sellers and agency buyers has transformed over the past five years from transactional to deeply strategic. She explains the QMS ONE national sales structure—designed to replace siloed product conversations with an integrated, client-first experience. And she offers clear guidance on when to recommend traditional DOOH (presence, stature, cut-through) versus programmatic (agility, data-driven triggers, tactical layering).
This is a conversation about leadership, collaboration, and the art of showing up worth seeing.
1. From JOLT and oOh! to QMS: You’ve sold OOH, cinema, and TV across major holding groups and independents. What does QMS offer agencies that its competitors don’t, and how will that shape you?
QMS gives agencies something that is hard to manufacture: a genuinely premium Out of Home network that complements and elevates brands to audiences at scale. As a pioneer and leader in Digital Out of Home (DOOH), QMS has built a network of standout formats with a true broadcast presence that brands are searching for, alongside the premium quality and locational context that make those impressions work harder than simply reaching large audiences. In my experience, that matters. Agencies are not just buying reach; they are buying confidence that a brand will show up in the right environment, with the right level of impact to deliver real results.
I have been in enough agency meetings to know the difference between inventory that fills a schedule and media that shifts the conversation. QMS is firmly the latter, which allows it to play a lead role in helping brands deliver on their objectives – whether launching something new, rebuilding relevance, or creating broader brand fame. QMS can place brands at the centre in a way that feels both high-profile and high-quality.
I’m genuinely excited to be joining a world-class, highly respected team in Sydney and working alongside some of the best leaders in the OOH industry. It’s an incredible opportunity to collaborate with such a strong team and our clients to deliver bold, creative campaigns that really connect with audiences.
I’ve also joined the business at a major milestone moment as we begin our integration with Nine. What we will be able to deliver for clients in the future will be truly game-changing, opening up even more meaningful and strategic conversations.
2. Digital OOH Growth: Digital Out of Home is growing, but still faces measurement and attribution challenges. What’s the one question agency buyers ask most often about DOOH that you still struggle to answer convincingly?
With the recent launch of MOVE, its fair to say that OOH has never been more measurable. It is a leading audience measurement system globally that allows clients even greater granularity in evaluating their campaigns which gives them greater confidence in the medium.
Combine that with QMS’ world first Attention study for OOH and continued investment into Neuroscience studies like this for GIO, clients are getting more sophisticated insights into understanding how OOH works and performs than ever before.
At the same time, with digital playing such a significant role in QMS’ network, programmatic DOOH (PrDOOH) is rapidly evolving as a complementary layer to large-scale brand campaigns. It enables brands to enhance broad-reach activity with more targeted, data-driven executions, helping campaigns work more effectively across the entire marketing funnel. A great example of this is how QMS delivered its Olympic Games Network for partners that not only delivered huge reach but placed brands contextually next to relevant content that helped drive incredible results for a range of brands and categories.
3. The Sydney Agency Landscape: You know the Sydney market intimately. How has the relationship between OOH sellers and agency buyers changed in the last five years, and what’s driving that shift?
The relationship has become far more strategic. Years ago, there was greater tolerance for a transactional approach – what is available, what does it cost, and how quickly can we lock it in. Today, agency buyers expect a point of view. They want media partners who understand their client, the category they operate in, and the pressure points within the brief before they even walk into the room.
That shift has been driven by two things: time pressure and rising expectations. Agency teams are more stretched, clients demand sharper thinking, and there is little patience for generic market updates. The meetings that land are the ones where you bring something genuinely useful to the table, whether that’s a smarter audience lens, a stronger use of format, or a clear idea that makes the campaign work harder.
Relationships still matter, but they’ve evolved. It’s less about how often you show up, and more about whether you’re worth seeing when you do. The strongest agency partnerships today are built on relevance, follow-through, and trust. If you listen carefully, respond quickly, and consistently add value, that relationship becomes a genuine commercial advantage.
For me, that’s the biggest change. The growth and sophistication of OOH as a channel, means that OOH sellers are no longer just expected to sell media. We’re expected to bring commercial thinking, category understanding, and ideas that help agency teams look smart in front of their clients. That’s a better standard for everyone.
4. QMS ONE Structure: QMS has moved to an all-of-product national sales structure. how does QMS ONE make agency buying easier?
QMS ONE is a new national sales structure designed to make it simpler, faster and more effective to work with the company across its full portfolio of assets. The change brings QMS’ sales teams together under a single, connected model, enabling individual salespeople to service all QMS products, including its national network of premium billboards, the City of Sydney and Gold Coast street furniture networks, The Convenience Network and Canberra Airport – supported by dedicated product specialists.
QMS ONE is the result of QMS’ continued momentum and growth and from the business genuinely listening to clients and agency partners, with a consistent message coming back that they wanted a more integrated experience – one team across the full QMS portfolio that understands their needs and can respond with solutions, rather than siloed product conversations.
5. Team Leadership as a Differentiator: You have a reputation for building teams through “collaboration and individual development.” In a sales environment where revenue targets dominate, how do you measure success beyond the number?
For me, leadership is about creating an environment where people feel stretched, supported and clear on what good looks like. When you get that right, you don’t just hit targets, you build a team that can keep raising the bar.
In sales, the number matters. But I’ve always believed the more useful question is what sits beneath it and whether it’s sustainable.
I measure success in three ways: capability, collaboration and progression. Are people getting better at the craft? Are they showing up for each other and for the wider business? And are they growing in confidence, responsibility and commercial impact over time? If the answer is yes, the team is usually in a strong place.
Some of the clearest indicators aren’t immediately visible in a sales pipeline or budget. It’s the person who starts leading the room with more authority, the seller who stops taking a brief at face value and begins challenging it productively, or the team that shares wins and lessons without ego. It’s those behaviours and a strong customer team that together are focused on driving collaboration internally that become the foundation for strong and sustained commercial performance time and time again.
6. Premium DOOH vs. Programmatic: Premium DOOH inventory is sold differently than programmatic. When do you advise an agency to buy traditional DOOH, and when should they lean into programmatic DOOH instead?
At QMS, the business has been built on delivering some of the most premium DOOH assets and locations across Australia and New Zealand. Under QMS ONE, our teams are also now set up to sell across Traditional and PrDOOH, so clients can be confident they are accessing the same high-quality environments.
In terms of advising clients, the more useful question is what role each one is playing within the campaign. Traditional DOOH is where I would guide an agency when the brand needs presence, stature and real cut-through. If you’re launching, rebranding or looking to build broader brand fame, premium formats do a job that is hard to replicate in any other medium. They create the kind of brand moments people notice and remember, particularly when strong creative is paired with the right environment.
Programmatic comes into its own when the brief calls for agility. If the campaign needs to respond to time of day, audience movement, location triggers or changing conditions, programmatic gives agencies a more flexible, data-driven way to activate the channel. It’s particularly effective for tactical layers, contextual messaging or extending a campaign without sacrificing efficiency.
In most cases, the strongest recommendation is a combination of the two: traditional placements to deliver impact and brand stature, with programmatic adding precision and responsiveness. Used properly, they’re not competing models, they’re complementary tools that, together, can enhance overall campaign effectiveness.
