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TMC Presents: The Marketing Clubhouse
Outdoor isn't Old School with Tom Horton
Season 1, Ep. 8
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In this episode of The Marketing Clubhouse, we’re joined by Tom Horton, Marketing Manager at Phantom Billstickers - New Zealand’s street poster powerhouse.
While most brands chase screens and scrolls, Phantom Billstickers is doubling down on large-scale wall takeovers, tactile media, and creative activations that stop people in their tracks.
We unpack why OOH still delivers unique value in a digital-saturated world, how sustainability is shaping Phantom’s positioning, and how physical campaigns can spark online momentum. This is a conversation about creative constraint, brand storytelling in public spaces, and why offline media might be more powerful than ever.
What we cover in this episode
- Why OOH and street posters are seeing a resurgence in a digital-first era
- What types of campaigns work best in physical public spaces
- How Phantom communicates sustainability credentials without sounding performative
- Designing poster campaigns that spark UGC and social momentum
- Turning creative constraints into bold activation ideas
- How to measure ROI and impact in outdoor media
- Balancing national scale with hyper-local cultural relevance
You should listen if you’re a marketer who lives in dashboards and performance metrics and want to rethink the role of physical media, or you’re curious about how offline can amplify digital - not compete with it.
This episode is a reminder that not everything powerful lives behind a screen.
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