billups

Boston invites Scots back with OOH campaign

Meet Boston launched a cheeky out-of-home (OOH) campaign called 'No Boston No Party' in Glasgow after an influx of more than 50,000 Scottish football fans who visited the US host city during World Cup matches. The seven-day activation — featuring messages such as “don’t worry, we restocked the beer” — was planned by global OOH specialist Billups and creative agency Allen & Gerritsen and concluded on July 10, 2026. The campaign celebrates the cultural exchange and economic boost from the Tartan Army’s visit and invites Scots to return.

Digitas, Five Below, January Digital Win 2026 Future Leader Awards

Digiday announced the winners of the 2026 Future Leader Awards on May 5, 2026. The awards recognize emerging leaders (10 years of experience or less) across marketing, media, retail and agency roles. The announcement highlights profile winners including Ameera Masud (associate director of social strategy at Digitas), Cecilia Snider (Five Below) and Raquelle Kleiman (January Digital), and publishes a complete list of category winners spanning new categories such as Rising AI Leader and Rising Audio Leader. The winners were recognized for contributions including modernizing retail replenishment with AI, scaling affiliate practices into major growth engines, and translating online culture into audience engagement.

Billups Leaders: OOH Advertising's Data-Driven Evolution

Billups' EMEA CEO James McEwan and UK Managing Director Nick Bell discuss the evolving role of out-of-home advertising (OOH) as demand for data-driven, measurable performance rises. They describe OOH transitioning from a primarily creative medium to a performance-focused channel supported by real-time audience data, attribution capabilities, and mid-flight optimization. The leaders highlight billups' expansion in the UK, its transition from Mediabridge to billups, and its position as the world's largest independent OOH technology and managed services company. They emphasize innovations across creative iteration, planning, buying, attributed measurement, and conversion, including tools like audrai. Buyers now seek accountability and agility, with real-time visibility and postcode-level uplift measurement. The interview forecasts OOH becoming the most trusted, measurable medium in a data- and performance-driven era.