Interview with Abby Worthington

July 20, 2016

Director, Head of Print & OOH Investment at Amplifi

Tell us about your job and role with Amplifi?

In my current role, as Head of Print and OOH Investment for the Dentsu Aegis Network, I manage the OOH investment across all of our Canadian agencies. Although this role is designed to consolidate investment and ensure high value across all of our clients, it also allows for a top level review of key programs, ensuring consistency and first class work across the board.

What are your thoughts on DOOH?

DOOH could become the new raising star of media. With the emerging technology, and the opportunity reach audiences on a wider, yet smarter level, it can truly be the new “digital”.

However, the industry is still evolving and the inventory is slowing growing. Once we have truly scalable options, we will be able to reach our desired consumers, throughout the day, with meaningful messaging, based on their real life behaviour.

What opportunities do you see for OOH in the next 5 years?

The next 5 years? I believe that our industry will see a massive conversion in the next 2 years. Automation, audience buying and mobile measurement will propel OOH into the top tier of media. If OOH can deliver results based on data driven metrics, then it would gain the credibility it needs to be utilized, not as tertiary channel but a leading media. We can’t deny the impact a large scale OOH execution can have, but in order to compete for the media dollars we need more to back it up. We need to be at the forefront of a new measurement model, incorporating mobile to align audience with location.

What was your first job in the advertising business?

I was a receptionist at a full service agency in Vancouver. I didn’t know exactly what I wanted to “be” after I graduated and I figured it would be best place to see first-hand, what each role was really like.

First I thought I wanted to be in account service, but I soon realized that they got yelled at by everyone… a lot. Then I saw the media team going out for lunch … and I thought..hey that looks like a great job. Kidding aside, I helped the media team to check contracts and do whatever I could to show my interest and dedication. Although I moved to another agency to start my media career, having the opportunity to see what else was out there, helped re-enforce that I made the right choice.

What is your favorite OOH campaign that was planned at your agency?

The launch of Target into the Canada. Working on a business before it evens arrives into the country, generates a passion and enthusiasm that you don’t find every day. It was a true alignment between media, creative and our client.

What OOH campaign do you wish your agency had produced?

Corona’s Find Your Beach – It was one of the best demonstrations of taking the time and initiative to make truly relevant messaging to impact and engage audiences. You don’t need a “big impact” moment to stand out. You just need to be relevant.

What is your guilty pleasure?

Big Brother… or chips … or both, preferably together.

If you could pick one person dead or alive to be your dinner guest who would it be and why?

My grandfather. He was my mentor and my biggest supporter. He was the person that always challenged me to follow my heart and never give up. Sometimes in our industry…you need that.

What is your favorite expression?

I’m interested in the future, as that’s is where I’m going to spend most of my time.