Over the course of a nine-year period, Rafkin has served as the principal strategy, marketing, and communications consultant to the Out of Home Advertising Association of America (‘OAAA’) the billboard industry’s powerful Washington-based trade association.
Among other projects, Rafkin and his team partnered with Out of Home (‘OOH’) industry CEOs to create two 5-year strategic visions for the medium; developed strategies and communication plans to drive convergence between OOH and digital, social, and mobile advertising mediums; strengthened interest and demand for OOH by advertising agencies; led thought leadership and branded content marketing; helped plan annual industry conferences; rebranded the OAAA organization; directed leadership succession planning and the executive search for a new CEO; and helped develop and create industry-wide marketing and advertising campaigns, including the 2015-2016 “Feel the Real” campaign, the industry’s most successful ad campaign to date which positioned OOH for the digital age and convinced media planners and buyers to think differently about OOH.
Rafkin has become an industry expert and a trusted advisor in the OOH industry. Lee has worked with the C-suite at media owners, publishers, advertisers, agencies, AdTech and MarTech companies, and investment banks to elevate OOH advertising and integrate it more fully in the media ecosystem. In addition to his work with OAAA, Lee has also named, branded, and marketed other brands in the out of home advertising space, including OUTFRONT Media, Geopath, Boldsite Media, and NextGrad Networks.
Written, directed, and edited by Lee Rafkin.
President & CEO Emeritus, Out of Home Advertising Association of America
