Earlier this year, we had the honour of interviewing Tom Goddard, President of the World Out of Home Organisation in our annual magazine SpotLite 1.0, about their goals and ambitions. Here’s what he had to say:

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What are the World Out of Home Organization’s goals for the near future?

To continue to connect, celebrate and elevate the world of Out-of-Home (OOH). However, we will be looking to help drive sector growth across the industry by encouraging collaboration both globally and locally.

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We will be putting a spotlight on the issue of sustainability across the OOH eco-system through our newly formed task force to be led by WOO Board Member and BlowUp Media CEO Katrin Robertson. Our aim will be to increase our global presence in areas where we have not traditionally been strong, including MENA, but also Southeast Asia, Greater Africa and Latin America.

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How was the MENA Forum held in Dubai? Did it achieve what you wanted it too?

We couldn’t have wished for a better MENA Forum. The quality of the speakers, including James, was tremendous with really invaluable advice and tips for competing better and harder in an always challenging regional and global media market. We really couldn’t have hoped for more. And, possibly even more important, it was an incredible chance for an industry across a huge and diverse region to come together, share their experiences and make common cause so we can move on strongly together. From a WOO perspective we received an amazing welcome, one which made us proud to play our part in a wonderful media industry.

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What would you like to see in the OOH industry in the coming years?

Greater collaboration in the industry through active support of trade associations including greater sharing of best practice from across the world. Overall Sector growth with OOH taking a greater percentage of overall media spend would be the ultimate sign of success. This will be supported by us working more closely together as an industry on key areas including measurement and sustainability.

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