Australian creativity shines on global stage as John O’Neill receives WOO Leadership Award

Australian campaigns have dominated the 2026 World Out of Home Organization (WOO) Awards in London, taking home three category wins and earning special mentions across the Creative and Technical Innovation categories, while OMA Director and QMS CEO John O’Neill has been awarded the 2026 WOO Leadership Award.

The awards were presented during the WOO Global Congress, where leaders from more than 40 countries gathered to celebrate excellence and discuss the future of the Out-of-Home industry. All four Australian campaigns were recognised earlier this year at the OMA Creative Awards and have now been celebrated internationally for their craft, innovation and impact.

Judge’s comments are noted below for the winners, and special mention:

Winner: Creative Award – Special Build

If You Can Take It, It’s Yours for Selleys by Howatson+Company with IPG Mediabrands.

A bold, playful installation that invited Australians to try and take a kayak, arcade machine and even a 2.8-metre marlin that had all been glued to a billboard using Selleys Liquid Nails. The campaign was praised as a masterclass in product demonstration and public engagement.

Winner: Creative Award – Classic

The Hidden Eye Test for 1001 Optometry by VML Australia with media agency Wavemaker.

A clever public-facing vision check using optical illusion, AI and optometrist expertise to transform classic Out of Home placements into a national conversation starter.

Winner: Technical Innovation Award

Mastercard Transit Tales by Hero with media agency Carat.

A data-rich storytelling platform that brought commuter journeys to life through personalised, real-time narratives. The campaign was recognised for pushing the boundaries of digital Out of Home and demonstrating the medium’s growing sophistication.

Special Mention – Creative Award (Classic)

Just Enough Bank for Bankwest by Bear Meets Eagle on Fire with Essence Mediacom.

A distinctive, character-driven campaign that used humour and simple, high-impact Out of Home placements to reinforce Bankwest’s brand promise.

OMA CEO Elizabeth McIntyre, attending the Congress in London, said the recognition reflected both the strength of Australia’s creative community and the calibre of its industry leadership.

“Being here in London and seeing these campaigns recognised on the global stage reinforces Australia’s position as a leader in creativity and innovation. The winning campaigns could only have been executed in Out of Home, a medium that rewards bold thinking and invites the public to participate in the idea.

“It’s fantastic to see Australian work not just holding its own, but inspiring conversations among industry leaders from around the world.”

McIntyre said the same spirit of innovation and ambition was reflected in John O’Neill’s recognition with the 2026 WOO Leadership Award.

The WOO Leadership Award is presented annually to an individual who has demonstrated exceptional leadership, innovation and impact within the global Out of Home industry.

Presented at the WOO Congress in London, the award recognises O’Neill’s longstanding influence on the Out of Home industry. With almost 30 years’ experience across QMS, oOh!media, EyeCorp and Media Puzzle, he has helped shape the Australian Out of Home market through digital transformation, commercial growth and a consistent focus on strengthening the channel’s value for advertisers.

As CEO of QMS, O’Neill has overseen a period of major expansion, culminating in the company’s acquisition by Nine Entertainment in April 2026. During his tenure, QMS has grown from a small operation with five employees and eight sites into a national business with more than 250 employees and 2,000 sites, building a strong reputation in high-impact digital outdoor along the way. He has also been an advocate of understanding attention and neuroscience in Out of Home, broadening the industry’s understanding of effectiveness for clients.

Since 2018, O’Neill has served as a Director on the OMA and MOVE Boards, contributing to key industry initiatives including the launch of MOVE, Australia’s world-leading audience measurement system.

“John is a driving force in advocating the efficacy of Out of Home because he genuinely believes in what the channel can deliver for advertisers, agencies and communities,” McIntyre said.

“What sets John apart is the way he leads: he is commercially sharp, future-focused and never loses sight of people. His impact is felt well beyond QMS, and this global recognition is a testament to the standard he sets for all of us.”

Together, the campaign wins, and O’Neill’s leadership the OMA says the recognition underscores Australia’s continued influence on the global Out of Home industry.

These results follow last year’s success of Welcome to Melbourne for Specsavers, which won the Creative Award – Classic at the 2025 WOO Congress, which the OMA says has further cemented Australia’s reputation as a global creative leader.