Adrian J Cotterill, Editor-in-Chief
The Out of Home Advertising Association of America (OAAA) announced Monday that Nancy Fletcher, one of the longest serving leaders of a national trade association, will step down as president and CEO at the end of 2019. She has led the association for nearly three decades.
Bob Liodice, CEO of the Association of National Advertisers (ANA) said “Nancy Fletcher is revered in the advertising world,” said We all could take lessons from Nancy in forging industry unity, adapting to change, and advocating effectively.”
During her tenure, the US out of home advertising industry tripled revenues, underwent an unprecedented digital transformation, won in Congress (many times(, and transformed its image with advertisers and the public. While other traditional media have contracted, OOH advertising has grown, posting gains in each of the last 34 consecutive quarters.
Fletcher has led the OAAA since 1991, when the industry first won a major battle in Congress. The Senate rejected anti-billboard legislation 60-39. Former Senate Minority Leader Harry Reid (D-NV) describes her as, “smart, persuasive, and tough.”
In the last decade, Nancy guided and expanded industry partnerships to help law enforcement and emergency managers communicate with the public. The FBI says 57 fugitives have been apprehended as a direct result of billboard publicity. The National Center for Missing and Exploited Children has transmitted more than 2,000 AMBER Alerts to digital OOH formats to help locate missing children. And, the Federal Emergency Management Agency (FEMA) has worked with OAAA to post many emergency OOH messages.
Under her leadership, OAAA showcased classic American art (‘Art Everywhere’) and helped save endangered species (National Geographic’s ‘Photo Ark’), among many effective public service efforts. OAAA also launched sophisticated campaigns using OOH media assets to promote the growing industry, such as ‘Feel the Real’ in 2015 and ‘Get Out of Home’ in 2018.
Sean Reilly, CEO of Lamar Advertising Company and chairman of the trade association’s board of directors said “Over the last 28 years, my father, brother, and I have all served on the OAAA Board of Directors with Nancy at the helm. My dad always said, ‘Listen to Nancy.’ That was good advice for me, and the entire industry. Nancy has brought honor and distinction to our trade association and steered the industry through decades of innovation and growth.”
An attorney, Nancy began working for Naegele Outdoor Advertising in Minneapolis in 1978. She was Naegele’s president and general manager in the Twin Cities and general counsel to the holding company for Naegele’s national billboard operations. She began her career as a young lobbyist at the Minnesota state legislature. She serves on the board of the Ad Council, and among decades of community service, has been active in the leadership of the Washington National Cathedral and the National Cathedral School for Girls.
Nancy will be honored in May at the industry’s annual conference in Las Vegas. A search for a new president & CEO of OAAA is underway, led by Rafkin & Company.
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