OAC

“The industry has to work together with the government to make better rules”

In Candid Chats@Backstage OAC 2026, Fred Kuhlman, OOH Specialist for Cities and Partner at NABB Holland and Partner, OOH Capital, shares his views on how OOH can become a more meaningful part of urban spaces and why closer collaboration between the industry and city authorities is key to its future.

Published

August 10, 2026

M4G Bureau

In this backstage conversation with Media4Growth at OAC 2026, Fred Kuhlman, OOH Specialist for Cities and Partner at NABB Holland and Partner, OOH Capital, highlights the role of industry conventions like OAC in bringing the global OOH ecosystem together. He emphasises that public spaces are becoming increasingly important for brand storytelling, but believes effective OOH requires a balance between visibility and the visual character of cities.

The conversation also explores how the industry can work more closely with governments and city authorities as urban environments become smarter. Fred stresses the need for OOH players to take a proactive role in shaping policies and ensuring that outdoor advertising remains an integral part of cities. Reflecting on this year’s ‘Do the X’ theme, he describes ‘X’ as thinking outside the box, taking ownership of the industry’s future, and ensuring that OOH players remain in the driver’s seat rather than allowing others to define its direction.