Ranganathan Somanathan of Billups & Dr. Kushal Sanghvi unpack the role of specialist agencies at OAC 2025

A far-sighted conversation filled with lived experiences took the center stage at the 19th edition of OAC 2025. In a fireside chat titled ‘Specialist Agencies: Defining value proposition in the OOH new normal’, Ranganathan Somanathan, Chief Growth Officer of Billups (Singapore), joined Dr. Kushal Sanghvi, Media, Marketing & Digital Transformation Specialist, for an eye-opening exchange on how independent specialist agencies can rewrite the OOH playbook.  

Given the shifting dynamics in the OOH eco-system, enabled by AI, immersive technologies and data tools, and the changing nature of media consumption by audiences/consumers today, the session aimed to examine the role of Specialist Agencies and how they can enhance their relevance in the eco-system, while making OOH an integral part of brand campaign planning.   

At the heart of the conversation was a powerful question: What makes independent specialist agencies different and perhaps, more agile, in today’s OOH landscape? 

Ranganathan, who brings years of experience in the industry, emphasised how being independent brings clarity of focus. He said, “Unlike big companies that have too many things going on, Billups focuses just on one thing and tries to do it really well. And I think it’s working, the company has grown by 76% in just one year.” 

When asked by Dr. Kushal Sanghvi to name the top two things that matter most in the OOH business today, Ranganathan narrowed it down to just one- Trust. He emphasised how trust is the foundation of everything in this industry. “Even if a brand is ready to spend crores on advertising, if the trust is gone, then it’s the end, they’ll pull the campaign,” he pointed out. So, how is trust built? According to him, it comes from two things: competence and relationships.  

Further, the conversation touched on the creative side of outdoor advertising. While asking the audience to rethink how they see OOH media, he said, “Instead of calling them ‘billboards’, we should call them ‘storyboards’ because we are bringing a brand story to life.  

The session wrapped with a fun but insightful rapid-fire round by Dr. Kushal, where Ranganathan gave quick and thoughtful answers that kept the audience smiling. In the end, Ranganathan left the audience with a strong message that when you stay focused, think creatively, and build trust with people, you don’t just work in advertising, you help shape its future.