Governance.
Approving an outdoor media purchase means knowing what licence the site operates under, what the contract says and who signs for it. In a privately held family company, that last answer has a first and last name.
Who answers for it
Reputation in outdoor media is not built during the campaign. It is built in what happens afterwards.
This is 67 years of family operation. The site installed today is still ours ten years from now, and so is the advertiser we serve. That changes how you negotiate, what you promise and what you refuse to do.
Halisson Pontarola is CEO of Grupo Outdoormídia, having led the company for more than 30 years and driven the transformation of the outdoor media sector in Brazil.
A business administrator, he holds an MBA in Marketing with an extension at Penn State University, a specialisation in Business Management from FGV, Master Coach training from SBC and a master's degree in Theology. His executive education also includes Advanced Leadership at the Haggai Institute, family business management at EBC and board member certification from Fundação Dom Cabral.
A speaker, mentor and adviser to business owners, he is the founder of Mentoria 10+1, where he works on developing leaders and entrepreneurs, focusing on resolving conflict in family corporate environments and on the sustainable growth of small and medium businesses. He is also the author of the book Meu Pequeno Grande Negócio, on strengthening management, leadership and business succession.
With more than three decades of hands-on experience, Halisson has built a leadership style marked by strategy, values and human development, helping family businesses evolve with governance, clarity and a view of the future.
He is currently also President and Director of Central de Outdoor, the national body that represents and develops the outdoor media market in Brazil.
Structure and compliance
Our own operation, our own responsibility
From negotiating the site to installing it, the operation is ours. No middlemen and no subcontractors: whoever sells is whoever delivers.
Licensing and site compliance
Every face operates with the licence required by the municipality. A site being compliant is a condition for it to enter the inventory.
Contract and Single Face
Exclusivity per site is in the contract, not in conversation: each face belongs to a single advertiser for the contracted period.
Audience data and privacy
Audience metrics from the digital network are aggregated and anonymous: audience profile, never identification of a person.
Commercial conduct
Clear rules on gifts, relationships with public authorities and conflicts of interest in site negotiation.
How would you rather
begin?
You know your business. We know how to put your brand in the right places.
