For the last three years, Guilford has been consulting and freelancing in addition to being in a partnership with VML South Africa – developing its integrated media offering. She has worked on numerous clients focusing on writing strategies and implementation over the years.

She has been involved in the industry, having formerly been a lecturer at both the AAA School of Advertising and Boston Media House. She is a member of the Advertising Media Forum and has previously served on the Advertising Media Association of South Africa committee.

"Out of home (OOH) advertising is an exciting industry, and I am looking forward to driving the OOH currency to improve accountability and measurability of OOH formats. After so many years in the media industry, I believe that this opportunity will allow me to give back to an industry that has been good to me for over two decades," Guilford says. 

The OMC aims to produce comprehensive research covering OOH areas through its Roadside Outdoor Audience Data (ROAD). Guilford adds, “With the current industry research changes, we have a golden opportunity to position OOH as a media type that has robust research, and the OOH industry can now be accountable for the impact that the medium brings to a campaign."

Dave Roberts, CEO of Primedia Outdoor, says, "We look forward to embarking on this journey with Trish in revolutionalising the OOH industry over the coming years, and she will undoubtedly play a key role in advising both media owners and media agencies to formulate solid arguments for OOH opportunities to clients."

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