Outernet brings London to Ad Week New York
London is fast becoming the global epicentre of immersive media, cultural innovation, and next-generation brand engagement – and Outernet is at the heart of it. We’re so excited to be taking part in Advertising Week New York with our ‘London Reimagined’ session with our CMO Jessica Dracup-Holland alongside our partners Alvarez & Marsal and Tripadvisor.
Hosted by our CEO Philip O’Ferrall, London Reimagined: Outernet and the Future of Immersive Media & Brand Experience explored the future of immersive media and brand experience. Outernet is transforming one of the world’s most iconic cities into a living, breathing media platform. The session provided a deep dive into the power of immersive storytelling, live entertainment, and real-time social engagement to redefine how brands connect with audiences.
L-R: Jess Dracup-Holland, Amir Malik, Steven Paganelli, Philip O’Ferrall
Philip O’Ferrall, was joined by Steven Paganelli (Global VP, Media & Partnerships, Tripadvisor), Amir Malik (Managing Director, Alvarez & Marsal), and Jess Dracup-Holland (CMO, Outernet) to discuss how platforms like Outernet are redefining the boundaries between digital out-of-home, storytelling, data, live entertainment, and social engagement.
With over 80 million annual visitors, Outernet has quickly become the UK’s most visited cultural attraction and a new kind of media canvas where brand campaigns become cultural moments.
Jess Dracup-Holland shared how Outernet integrates iconic cultural experiences to make brand activations truly memorable:
“It’s not a one-way conversation. Outernet invites consumers to be part of the story, turning them into micro-influencers and helping brands push creative boundaries like never before.”
Amir Malik highlighted how the AI revolution is accelerating change in the out-of-home (OOH) industry, identifying three key drivers of growth:
Consumers now check their phones 20+ times per hour, making OOH a powerful medium to break through digital noise.
Data capabilities are transforming how advertisers understand and engage audiences.
AI enables personalisation at scale, helping brands balance emotional brand building storytelling with performance-driven marketing.
He also noted that Outernet’s live, immersive platform allows brands to tap into real-time reactions, something few media channels can offer.
Steven Paganelli shared Tripadvisor’s 2023 collaboration with Outernet, where they brought Abu Dhabi to London through a multi-sensory experience. Visitors could enjoy coffee tasting and jewellery making, literally feeling the destination come to life.
“Marketers should think beyond the screen,” he said. “Creating experiences that engage all the senses leaves a lasting impression.”
The panel closed with reflections on the future of successful advertising:
Steve: “Integrate more data into our activations to deepen our understanding and encourage growth.”
Amir: “People remember the best and worst ads, so use technology to make sure you’re remembered for the right reasons.”
Jess: “Technology and AI are key, but emotion and experience will always drive the most powerful campaigns.”
Learn more about Outernet or contact our B2B team