We are delighted to bring you a Member Interview with Richard Petignaud, Managing Director, Bravo Media
What’s your golden rule?
Always consider the audience's perspective. Effective OOH advertising speaks directly to people in their environment, so understanding their mindset is crucial.
Who has been your biggest influence?
David Ogilvy, for his strong belief in the power of creativity and understanding the consumer.
What is your most hated business expression?
Thinking outside the box' – it’s overused. I prefer strategic thinking to generate innovative OOH solutions.
What’s the smartest business idea you’ve ever had?
Developing data-driven OOH placement using traffic patterns and demographics to maximize client ROI.
Which leader do you admire most and why?
Simon Sinek, for 'Start With Why.' In OOH, connecting client purpose with audience values is key.
What is on your mind the most right now as a marketing leader?
Integrating OOH with digital channels to create unified campaigns linking physical ads to mobile/online engagement.
Why is being part of The Marketing Society important for your career?
It offers networking, trend insights, and professional growth opportunities vital in the dynamic advertising industry.
Why does marketing matter to you?
Marketing connects people with brands. OOH shapes urban landscapes and creates memorable daily experiences that drive change.
Tell us something that’s not on your CV
The biggest challenge: Reigniting OOH’s creative disruptor status. Brands often default to digital-like text overload, wasting its physical impact. My focus: Redefine OOH as experiential storytelling – leverage bold visuals, strategic tech (AR/real-time data), and forge alliances with artists to create public moments so compelling they spark movements, not just impressions. Change starts when ads become cultural landmarks.
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