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Opinion

Digital has an important role to play, but it’s time we stop talking down the classic billboard. For its ability to build trust, its scope for creativity and the attention it garners, the traditional OOH poster is here to stay. 

World Media Group members discuss the most important topics for 2025 in media and marketing, from publishers’ embrace of multimedia platforms and formats to post-election uncertainty.

Brand-building is not enough. We have to be world-builders — and this requires craft and reverence for the brand, married with media smarts and technology to distribute and optimise.