Every month, OAAA’s marketing team sits down with a brand marketer to discuss creativity in OOH, the role OOH plays in the media mix, and their perspective on the future of advertising. This month, Daniel Motta Mello, VP, Marketing & Communications, Americas at Loewe, shares how the luxury brand uses OOH to create bold, immersive storytelling rooted in craft and creativity.
Read Daniel’s Q&A here.
What role does out of home (OOH) play in your media mix?
I’m very lucky to have access to consistently beautiful, compelling creative at LOEWE, which makes OOH a critical part of our media mix. It delivers the kind of big, bold visibility that doesn’t quite translate online and in print. Billboards and bulletins help us show up with both scale and distinction, bringing people into our world in a way that smaller formats can’t. The location-based nature of the medium also drives brand presence alongside a sense of prestige, generating desirability alongside awareness.
We also endeavor to ensure our OOH efforts are complementary to what we’re planning across print, digital and social channels as well, spending time to figure out: where do we meet our target audiences? What shapes their media consumption habits? What animates their desires?
How do you approach creativity in OOH advertising across formats?
We try to approach media planning with the same creative lens we apply to runway shows and campaign shoots. For us, creativity in OOH is about challenging ourselves and our vendors: how can we work together to make this stand out? How will people engage with it in real life? We want our OOH to feel true to LOEWE’s roots in craft and bold creativity.
We also discuss the context quite a bit: where a piece is placed, who’s seeing it, and how often. And when it makes sense, we love experimenting with the format. During last year’s Spring runway campaign, we overlaid subtle black eye-catchers on our logo to add some very subtle sparkle to a unit in Soho that gets a lot of sunlight. I believe it was the first time a luxury brand did so, at least in recent memory.
One of my favorite parts of this job is collaborating with vendors to understand the capabilities of each unit we book, and brainstorming how to make the creative come to life. Over time, we’ve built up an arsenal of creative tools we’re excited to deploy at just the right moment.
What challenges do you face in balancing creativity and data in marketing?
Data plays a vital role in helping us identify targets and define our strategic direction. But once we’ve set a direction, most subsequent decisions are driven by instinct and creativity. Our goal is to let insights guide our decisions without confining them, which can feel risky at times.
That’s why consensus is so important. I work to align teams across departments, regions, and markets to ensure that our creative decisions are thoughtful and productive, considering business needs and diverse perspectives. There’s no fixed formula, it’s an abstract, evolving process. And it’s a very nebulous concept but we do spend a lot of time talking about how we want our media decisions to feel.
How do you see the future of advertising evolving?
I try to avoid prognosticating; I think it’s more important to be nimble, stay open to possibilities and responsive to evolving realities. That said, the exponential growth of generative AI and machine learning has already started affecting our business. For a brand like LOEWE, that is so deeply rooted in craft, figuring out how to harness these tools in a way that feels genuine and contributive is an interesting challenge.
At the same time, storytelling and creativity are going to matter more than ever. Our priority is to create a richly textured, layered media landscape, crafting unmistakably LOEWE moments that resonate across platforms and formats.
Published: August 11, 2025