Outshine's team is growing again. In August, the team welcomed Account Director Titi Kesälahti, AdOps Development Manager Pauliina Pekki and Programmatic Manager Emma Salminen. The trio brings strong experience from the media industry and out-of-home advertising, as well as new perspectives for developing client relationships, campaign processes, and programmatic out-of-home advertising.

What unites the new Outshiners is also what brought them to the company: a rapidly growing domestic challenger with a desire to do things in a new way.

Titi Kesälahti wants to dig deeper into client needs

Starting as Account Director, Titi Kesälahti has built a long career in media sales. Before Outshine, she worked for nearly five years at JCDecaux as a Key Account Manager and previously in B2B media sales at Alma Media and Talentem.

Titi, who has long followed the out-of-home advertising industry, had already noticed Outshine's momentum before being recruited.

– Outshine seemed like a truly dynamic and fast-moving domestic player that is growing its network rapidly. Especially Outshine's street presence made an impression. Out-of-home advertising is constantly evolving, and work in this field is never boring, Titi says.

In her new role, Titi works with both media agencies and direct clients. For her, sales means much more than just offering advertising spaces.

– I want to dig deep into clients' needs and think strategically about what role out-of-home advertising could play in different client relationships. The best part is client meetings and brainstorming about how to maximize the value of Outshine's digital street presence for the client.

Based on the first few weeks, Titi highlights Outshine's agility, client-centricity, and willingness to experiment as particular strengths.

– Everyone here has their finger on the pulse and dares to think outside the box. The team is skilled, the level of execution is high, and at the same time the environment is relaxed and direct. Everyone gets to have an impact.

Her message to clients is straightforward:

– Outshine's network is growing at a rapid pace. Stay tuned!

Pauliina Pekki develops what happens under the hood

Pauliina Pekki started at Outshine as AdOps Development Manager. She moved to the role from Bauer Media Outdoor, where she worked for eight years in campaign planning and systems and process development.

Pauliina was particularly interested in Outshine's approach to building its own technological expertise.

– Outshine has its own development team, which allows system development to be really fast. That's unusual in Finnish out-of-home advertising. At best, you can go from idea to implementation in just days.

Pauliina leads Outshine's AdOps team, whose task is to ensure that client campaigns are planned and executed exactly as agreed. The work also includes inventory management and optimization, as well as developing AdOps systems and practices.

The goal is to add automation and consistency to processes, and to further develop campaign quality monitoring and reporting.

– What excites me is that here system development can be done flexibly and quickly. I enjoy solving problems, and at the same time I get to challenge myself and what I think I already know.

Pauliina describes the atmosphere of the first few weeks quite aptly:

– I've been like an enthusiastic first-grader. It's nice to come to work, learn new things, and be curious.

According to her, what sets Outshine apart from many other players is precisely the desire to challenge established practices.

– Here, people don't think that we do things this way because we've always done it this way before. Outshine wants to change the out-of-home advertising industry and force the entire industry to develop.

Emma Salminen takes command of programmatic out-of-home advertising

Emma Salminen started at Outshine as Programmatic Manager and is responsible for the entire development, sales, and operation of the company's programmatic out-of-home advertising, or pDOOH.

Before Outshine, Emma worked for 3.5 years at Bauer Media Outdoor as a programmatic out-of-home advertising campaign planner.

Outshine appealed to her precisely as a challenger.

– Outshine is a relatively new player with lots of opportunities to develop and grow operations. Decision-making happens in Finland and things move forward quickly. There is a strong sense of development, growth, and doing new things here.

Programmatic buying brings a new kind of flexibility to out-of-home advertising. The client can manage campaign purchases themselves and respond to situations quickly: for example, a campaign can be launched or stopped with short notice.

Emma sees a place for both traditional and programmatic buying.

– For larger brand campaigns, the traditional purchasing method still works well. Programmatic out-of-home advertising, on the other hand, opens up many possibilities for example as a support channel and as part of a broader programmatic advertising ecosystem.

It's precisely these still untapped possibilities that inspire Emma.

– In the world of programmatic advertising, there are huge opportunities. For example, I'm interested in how out-of-home advertising and mobile advertising could communicate with each other. In Finland, programmatic out-of-home advertising's share is still smaller than in the world, but it's growing rapidly.

At Outshine, Emma also gets to build a longer-term direction.

– It's great to get to really plan where we want to be in programmatic buying by the end of 2027. At the same time, we can introduce Outshine's network to, for example, digital agencies for whom out-of-home advertising may not yet be such a familiar channel.

Emma also highlights the same thing as Pauliina: in-house expertise makes Outshine different.

– There's a huge amount of expertise in-house. It's clear that a conscious choice has been made to want to understand, know, and develop things ourselves. I think that's really great.

Three experts, one common direction

Titi, Pauliina, and Emma look at Outshine's work from different angles. One from the perspective of clients and impactful campaigns, another from processes and technology, and the third from programmatic purchasing.

However, the same words repeat in all their answers: growth, agility, development, and doing new things.

That's precisely why Outshine's team is growing. As digital out-of-home advertising evolves, there's a need for more experts who not only know current practices but also want to build the future.

Welcome to Outshine, Titi, Pauliina, and Emma!