An interview with Helen Turbian – Director, Channel Planning at Maxus and an OOH Ambassador

August 16, 2017
  • Tell us about your job at Maxus.

I’m Group Director, Channel Planning with responsibility for a broad range of clients with a focus on CPG and Retail (Church & Dwight, AB World Foods, Panera Bread and UPS).

  • What is your favorite OOH campaign that Maxus planned and executed?

My favourite Maxus campaign (which incidentally was part of my group at the time) was for the Toronto Raptors 2016 Playoffs campaign.  OOH helped bring to life the spirit and energy of the Raptors to cities hundreds and even thousands of miles outside of Toronto through larger than life wall murals.  Local graffiti artists were commissioned in 6 major markets across Canada to create a wall mural in a downtown, urban location. The key element here was not just about the impact and size of the murals, but the essence of these locations that keenly represented what the Raptors were all about – something that couldn’t be duplicated on a TV screen or digital  banner.  The installations enabled fans to connect with the campaign especially through social media, taking selfies at the various locations and showing off their Raptor pride to their friends and other fans.

  •  Where do you see OOH in 5 years?

I’m extremely excited to see the possibilities that programmatic OOH will bring.  Being able to target audience segments and even consumer behaviours through automation of OOH digital networks will open up tremendous opportunities for advertisers and deliver the more meaningful metrics that they’ve become accustomed to from Digital.  Of course, this is not 5 years away as it’s happening right now, but it will be interesting to see how this evolves the OOH landscape.

  • What are 3 things still left on your bucket list?

1)    See the Foo Fighters live.

2)    Drive a sports/race car on a professional track (runner up would be a BMW on the Autobahn).

3)    See Earth from outer space – don’t know if I’ll live long enough to see this one fulfilled, but dare to dream.