Darren McKinon, Epic Outdoor shareholder and commercial director

McKinnon has worked for companies such as EssenceMediacom and JCDecaux, where he was a sales executive for seven years.

He plans to put that experience to good use in his new role at Epic Outdoor – commercial director – overseeing revenue, a key aspect of company growth.

How would you describe what you do to someone who is not familiar with the industry?

I provide brands with a powerful platform to promote their business to potential customers through large format billboards, digital screens and bespoke airport and innovative solutions to boost growth.

What are three words that people often associate with you?

1. Extraordinary charm
2. Firm
3. pleasure

I’ve heard my fair share of cheesy jokes, but who doesn’t love a good dad joke?

Who or what inspires you?

Finding the keyword “who” is difficult because I find so many people who inspire me for different reasons.

I genuinely enjoy meeting new people and there are often stories that resonate with me.

That being said, I do enjoy seeing the underdog triumph over the stronger in any sporting event.

This is especially true in individual sports such as tennis and MMA, as it shows the true character, dedication, and confidence of an individual, even when the odds of victory are against them.

But “what” – motivational books, such as Extreme Ownership Providing simple and practical ways to apply the learning to myself.

I also enjoy listening to podcasts with clear opinions and people who stick to their opinions.

What do you think are the three most important factors in ensuring a successful event?

From an outdoor perspective, there are undoubtedly the following points:

1. Great creative – According to Kantar, 50% of the success of any advertising campaign is down to creativity – and when it comes to outdoor advertising, less is more.
2. Size matters – if you invest in your brand through an OOH campaign, make sure it stands out and leaves an impression. Large format (static and digital OOH) is the biggest driver of reach for OOH platforms
3. Touchpoint approach – Be clear about the role that outdoor advertising plays in your media mix – it either drives or supports other media channels in achieving your goals. Consumers don’t think in media silos, so a holistic approach with multiple touchpoints is critical to any brand’s success.

Do you have an outdoor ad that has stayed with you over the years? If so, what is it?

Wow – a lot has happened in twenty years!

Coca-Cola created a rainbow over the impact point in Johannesburg’s Newtown, with a sprayer mounted on top of the structure to draw attention.

Ant-Man also used the “world’s smallest” billboard.

It’s all about creative use of space.

But for me, the one that really uses innovation in a very real and practical way is a “Aid for Children” using lens optics.

When viewing the static outdoor poster from an adult’s perspective, the creative appears to be a normal advert, but when viewed from a child’s perspective, a hidden message emerges, providing children with a lifeline number they can contact, protecting them from potential aggressors that only they can see.

What are you currently playing/reading/listening to?

I like to communicate widely, so at any given time I’m always listening to two or three different things – and they’re not always work or industry related.

Currently, I am listening to Fasting Expert Author: CEO Diary – Dr. Mindy Peltz. Who knows, maybe after reading this book I won’t have a “dad bod” anymore.

I’m listening too Beyond the billboard Along with Kirsty Carlson and Livia Brown, their show features some really great speakers surrounding all things outdoors.

But if I just want to relax, I’ll go back to my youth and listen to some classic punk rock.

I’m listening to The Offspring right now – again.

What are your long-term goals for the Commercial Director position?

I look forward to building on the fantastic journey of the past eight years, driving sustainable growth into the future and ensuring the next chapter of the business is centered around people, data and connections, continuing to deliver brilliant and impactful solutions for our clients.

By leveraging our culture and entrepreneurial spirit, I hope to continue to attract the best talent and work with leading brands while staying true to our core – delivering epic By Solution epic time.

Do you have any advice for people just entering the industry?

I stumbled into the media industry and it turned out to be a great fit for me. But if I were starting out in the industry now, I would give myself the following advice:

1. Make it a priority to build relationships with internal and external stakeholders – relationships are most important – and your knowledge and expertise will grow over time. By doing this, you will quickly realize which part of the advertising industry you enjoy most and where your skills and interests fit best. Media agencies offer the most value in learning the basics of media and how data, media channels and audiences fit together. I would start there.
2. Ask as many questions as you can. Are there any stupid questions? Of course there are! But ask them anyway – it’s better to know the answers.
3. Find a way to have fun. The advertising industry is a busy and demanding profession, but don’t lose sight of what we’re really doing. We connect people to brands, and at our core we’re all about relationships and connection. Make time to spend with people and discover the magic of what you do.