• by Fern Siegel , July 9, 2025

Eleven ad agencies are participating in OAAA’s first Agency Council.

The goal of the Out of Home Advertising Association of America is to enhance ties between agencies and the OOH industry.

OAAA’s Agency Council will provide industry guidance on emerging media trends, investment and planning strategies. Members will also participate in OAAA’s thought leadership and initiatives.

“In political strategy, every impression needs to work harder, and out of home has become a critical tool for driving attention, action, and outcomes where it counts. Joining the OAAA Agency Council is a chance to help elevate how data-driven, strategic OOH can power campaigns and brands to perform at their best," Tyler Goldberg, director, political strategy, Assembly Global, told Agency Daily.

The Agency Council founding members include:

• Ronen Benatar, portfolio investment lead / group director, Wavemaker
• Donny Charbonnet, president, DAA Media + Marketing
• Ed Gentner, chief investment officer, Canvas WW
• Tyler Goldberg, director, political strategy, Assembly Global
• Evan Hanlon, global CEO, Choreograph
• Ray Romero, managing partner, client experience, Havas
• Jon Schaaf, former global chief investment officer, Stagwell
• Michelle Salerno, director, offline media planning and investment, Known
• Hugh Scallon, SVP, head of video activation, VaynerMedia
• Katerina Sudit, global chief media officer, MRM Media
• Ritu Trivedi, client president, Mindshare

This launch mirrors OAAA’s Brand Council, established to foster closer connections between advertisers and the OOH industry. Its members include Allstate, Warner Bros. Discovery, Novartis, Starbucks and JPMorgan Chase.

OAAA counts more than 850 members, including media companies, advertisers and ad-tech providers.

The U.S. OOH ad industry posted Q1 revenue of $1.98 billion, according to OAAA.