Dallas Wiles

Dallas Wiles (and Chris Collins) were jointly appointed Co-CEOs of JCDecaux UK just before the pandemic. Taking the helm of an Out-of-Home company at a time when none of our audience were outdoors, was a career-defining moment for two newly-elevated leaders. Today, after five years of record-breaking results, JCDecaux UK has shown growth that would typically only be the preserve of the digital giants. It’s a stellar performance from the oldest form of advertising that under their leadership has become a leading digital media company and a pioneer in programmatic Out-of-Home, benefitting the wider industry by bringing in new digital only brands and proving the value of Out-of-Home as part of the media mix.

Dallas Wiles set the strategy to ensure JCDecaux’s place in an increasingly digital world – outlining our company vision for what he defined as, ‘the two-screen future' of OOH and Online to future-proof Out-of-Home’s place as part of the media mix and to promote our growth sustainably.

In 2025 this still guides JCDecaux UK. There are three pillars to the strategy 1. invest in new digital capabilities and screens to attract new digital-only brands to the Out-of-Home medium. 2. Use the inherent inclusivity of Out-of-Home to reach out to new and under-served audiences and brands bringing business results and societal benefits. 3.Shift the dial on our company culture to make it a diverse, welcoming place where everyone can thrive based on our core values. Recognising that diversity of thought goes hand-in-hand with high-performing teams.