
At JCDecaux North America, Renaud Couillens markets the screens, shelters and airport displays most people pass without naming. His career offers a useful lesson in making physical media matter in a digital age.
A century-old Canadian manufacturer faced a $5-6 million machinery bill and chose not to make metal at home anymore. Its unlikely second act offers a sharp lesson in preserving expertise while changing almost everything else.
JCDecaux turned a piece of civic furniture into a 60-year business model. Now its hardest trick is making a million physical advertising panels behave like software without making cities feel like websites.