Barry Frey, President and CEO of the DPAA, describes his trade organization as the ultimate connector for the out-of-home advertising business. He adds to his description the role of the DPAA as a consultant, concierge and community. The 4C's can also be applied to Barry, whose leadership has expanded the organization to include the full ecosystem of the marketing community, from the technology underpinning the rapid growth of digital out-of-home to the brand marketers who are the end beneficiaries. "I'm most proud that we're a global community, bringing brands, agencies, media owners and all the digital tech companies together," Barry shared in our Legends & Leaders Conversation. "We've evolved into the global trade and marketing organization that evangelizes out-of-home advertising via promoting the digitization of the business with a focus on providing and sharing knowledge." He adds, "When I talk about digitization, I'm including data, platforms, addressability and importantly programmatic trading, which has proved to be a superpower for us during the pandemic by enabling schedule agility and flexibility with minimal human interaction."
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