DPAA, the global trade marketing association, driving the growth and digitization of out-of-home media today, announced today that Coastal Maverick [1] has joined the association. Coastal Maverick is a woman-owned consulting firm that aims to make OOH advertising effortless for brands.
[2]The firm offers a client-first approach that simplifies the process of planning and buying OOH and delivers high impact. Heather Waisanen, Founder of Coastal Maverick brings a 360-degree perspective and expert guidance having worked on all sides of the industry – media company, brand, agency.
“When I started Coastal Maverick, it was with one goal: To take the complexity out of OOH advertising. After working across media, client, and agency roles, I saw the same frustration—OOH campaigns were overwhelming, time-consuming, and lacked transparency. We built a solution that removes the barriers, allowing brands to focus on impact while we handle the strategy, execution and results,” said Heather Waisanen, Founder of Coastal Maverick.
Coastal Maverick works as a strategic partner with brands and offers end-to-end consulting and execution services. The firm has worked with Moe’s, Wagamama, Farah & Farah Personal Injury Law Firm, and agency partners Dialog Group, BrandHrt Evolution, and BluePrint Creative.
- Media Perspective – Insider knowledge of negotiations, inventory access, and industry relationships.
- Client-Side Insight – Firsthand experience in managing marketing budgets, KPIs, and internal expectations.
- Agency Exposure – Broad market knowledge, enabling tailored strategies across diverse industries.
- Media Strategy & Planning — Custom campaign ideation, data-driven recommendations to ensure maximum reach, frequency, and impact.
- Media Buying/Negotiations — Leveraging relationships to secure premium placements, transparent negotiations to maximize budget efficiency.
- Consulting Services — Guidance for brands looking to refine their strategy, custom roadmaps to align OOH efforts withing broader marketing objectives.
Coastal Maverick is a woman-owned OOH consulting firm dedicated to helping brands simplify and optimize their out-of-home advertising efforts. With expert insights from all sides of the industry—media, client, and agency—Coastal Maverick delivers custom consulting, strategic planning, and seamless execution to ensure brands maximize their impact in the OOH space.