98. The Growth of Outdoor Media in Australia w. oOH! Media’s Josh Gurgiel

Season 4 Episode 98

Once thought of as a “traditional” channel, outdoor has once again become one of the most creative and technology-integrated mediums in modern marketing. As audiences move faster and attention gets harder to hold, out-of-home (OOH) continues to prove its staying power.

In this episode, James Lawrence sits down with Josh Gurgiel, Head of Creative at POLY (oOh!media’s content and innovation hub), to unpack how Australia’s largest OOH network is evolving, from the rise of digital formats and AI-driven creative to why simplicity and emotion still sit at the heart of every great campaign.

Key Takeaways:

Why OOH remains one of the most powerful full-funnel channels, and will continue to be
The creative rules that separate great outdoor work from visual clutter
How motion and real-time creative are reshaping outdoor storytelling
Why consistency and context, not constant reinvention, drive long-term brand resonance
How brands like Specsavers, McDonald’s and Bankwest are redefining what ‘public space art’ can be
Why static and digital work best together, and what that means for campaign planning in 2026
A look ahead: from immersive brand experiences to outdoor as cultural content

Guest:

Josh Gurgiel is the Head of Creative at POLY, the content and creative innovation hub within oOh!media. With a career spanning creative direction, brand strategy and production, Josh leads the team shaping the next era of OOH innovation. His work with leading Australian and global brands continues to push the boundaries of how creativity, technology and data intersect in public space.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
Rocket Agency Website: https://rocketagency.com.au/
Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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About the Podcast:

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.