Behind the Scenes of a Billboard Hit: Q&A with Elliot Taylor of OUTFRONT'S President's Club

May 20, 2025

No two of our account executives are exactly alike. They’ve each got their own perspectives, their own go-to strategies and tactics, and their own paths to out of home advertising success.

There’s always something new to learn from our in-house experts. That’s why we sat down with Elliot Taylor, one of this year’s President’s Club winners, to find out what tips, tricks, and suggestions she has for OOH advertisers.

Hi Elliot! Tell us a little about yourself.

I’m Elliot Taylor, and I’ve been an OUTFRONT Account Executive in Kansas City for three years. As a middle child of five (and both my parents one of six), I grew up with a large family and learned how to be flexible in all situations. I grew up in O’Fallon, MO and then made my way to Kansas City, where I graduated from the University of Missouri-Kansas City with a communications degree and a minor in marketing. Before joining OUTFRONT, I was an event and wedding planner for about ten years. I loved the chaos of these 500-plus person weddings. In my free time, you can find me thrifting, working out, and walking my dog Oliver, and traveling.

What was the most successful campaign you worked on last year, and what made it work?

Laser Derm Med Spa, my all-time favorite client. I met with Eric, the current owner. His dad started the business after 30 years or so of being a doctor, when he kind of got sick of the mundaneness of caring for people but not really feeling like he was doing anything. He started this business and it really thrived locally, so he wanted to spread the word, He said, “I know that we can do a lot more.” He had started to get into magazines and really heavy on TikTok and social media. He was trying to see what would work.

So I talked to him about what areas we want to hit and how to really start bringing out their message. The first campaign we did, we actually worked with Lamar on a crossread. Essentially it was like, you’re leaving for a trip and half the plane is on one side and half is on the other. That creative was really good.


We started there, and I knew it was going to be fun because the client was really open to working with Acie Petty, our creative director in Kansas City. They were immediately able to go back and forth, and Eric was able to understand how creative worked for out of home, as opposed to the magazine, where he had the number, the website, the QR code, all of the things.

For the next round of creative, Eric said, “Springtime was coming up. Is this corny? Obviously, you’ve seen this before – a trim the hedge kind of thing. Do we go that route?”

And we played around with that because we’re like, “Yeah, I mean, it works – maybe we can put the discounted rate in the shrubbery?” …I was in Acie’s office, in the yard, looking at it, and Acie felt like it was missing something. “Maybe we should put the dog in the yard?”

I said, “Well, why don’t we put a hairless cat?” That’s what a lot of times, anyone who’s a client is looking for. We just put the Laser Derm name, the hairless cat, and a couple little extensions for the ears.


So it came together in that way. Eric was really excited about it. He was a little hesitant at first. He said, “OK, it’s hilarious. But is it too much?” And I just felt really confident in the design because it was a little risqué. But it’s also a little silly, so even if you do find it a little risqué, you’re still not going to forget it.

I felt really confident telling him, “If you’re gonna do it, you might as well do something that’s gonna stand out.” He talked to his team and says “yeah, I think you guys are right. I really trust you."

And so he’s had a lot of great success. The business is busier than ever. He’s had a lot of fun with it, so much that we’re talking about our next campaign and he’s like, “How do I top this? How can I even top this next one? I can’t even tell you how many people mention it.” The campaign was also a finalist in the prestigious OBIE Awards in the Consumer Services category.

What’s one OOH strategy or tactic that you wish more advertisers knew about and embraced?

Even though we are embracing the tech capabilities of digital out of home, I want more advertisers to understand the benefits of a classic billboard campaign. You can’t swipe it away, skip it, or turn it off. It’s there 24/7 all day, every day. I like it when something is out there and it’s appealing to the eye. It just hits something in my brain personally, that I remember them a lot more without even knowing that I’m remembering because I’ve seen it so often.

How does selling out of home advertising compare and contrast with other products you’ve sold in your career?

Selling out of home advertising is similar to when I worked at Restoration Hardware in the sense that sometimes people come in with an idea of what they want. Then, when they learn more about it, then you can sell them what they actually need.

What’s a brand that’s doing OOH significantly better than the rest of its category?

I believe that TIVOL has used out of home the best in the jewelry category. Their creative is actually one of my favorites. I think the reason is its simplicity. I drive by it every day on my way home. It’s just a beautiful campaign.

What is your favorite format to pair with OOH in the media mix, and why?

I like to pair static bulletins and mobile. Theres something about the static bulletins that brings legitimacy to the brands that use them, and then having the mobile layer applied as well reminds the consumers to use their services, buy their products, etc., reinforcing the impact of the billboard.

What advice would you give a local small business with regard to out of home?

Ensure that the creative is clean and simple. And to make an impact, run the campaign for at least one year. For me, thinking about my mindset of – why did I end up buying something or using a service – maybe it’s because I’ve seen it multiple times and sometimes it will take six months to a year for me to pull the trigger on something. Sometimes it’s harder for local businesses to make that impact like the national brands who have so much money to just flood people’s social media. The longer you’re out there, the more legitimate your business looks.

Finally, what’s something interesting about you that’s not work-related?

I have a knack for finding high-value items in thrift stores and reselling them to make a large profit. I once bought a bike for $.75 (yes 75 cents) and sold it for $80. That’s a pretty impressive ROI if you ask me!

You too can leverage the out of home acumen of Elliot and the rest of our billboard and transit advertising experts. Contact OUTFRONT today!

Author: Jay Fenster, Marketing Manager @ OUTFRONT

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