As brands face growing pressure to deliver measurable outcomes from every channel, the role of Out of Home continues to evolve beyond reach alone.

Hosted by Colin Horan, Strategic Partner FMCG at Bauer Media Outdoor, this fireside chat brings together Ed Sanderson, Senior Director, Head of Media Strategy, Planning & Investment at PepsiCo, and Millie Tipple, Client Strategy Director at Talon, to explore how PepsiCo has redefined the role of OOH within its media strategy.

The discussion will examine how PepsiCo has evolved its approach to OOH, building a more consistent presence, showing up in key cultural and consumption moments, and using first-party data, audience insights and creative optimisation to drive stronger effectiveness. From always-on planning and contextual relevance to creative testing and measurement, the session will showcase how a strategic approach to OOH can strengthen mental availability and contribute to meaningful business results.

Attendees will leave with practical insights into how brands can maximise the impact of OOH, better connect with audiences in the moments that matter most, and demonstrate the value the channel delivers within the wider media mix.