In this episode, we sit down with Ricardo Lopes, the Group Strategy Director at dentsu International to explore the power of strategic innovation in Out of Home.

With deep experience across both South African and European markets, Ricardo takes us behind the scenes of crafting effective media strategies that go beyond flashy gimmicks, focusing on innovation that adds real value. 

We unpack what it means to integrate innovation purposefully within OOH campaigns, and how to use the medium to build truly iconic brands.