Woman-Owned Consulting Firm Making OOH Advertising Effortless for Brands Joins Global Trade Association
NEW YORK – February 24, 2025 – DPAA, the global trade marketing association, driving the growth and digitization of out-of-home media today, announced today that Coastal Maverick has joined the association. Coastal Maverick is a woman-owned consulting firm that makes OOH advertising effortless for brands.
The firm offers a client-first approach that simplifies the process of planning and buying OOH and delivers high impact. Heather Waisanen, Founder of Coastal Maverick brings a 360-degree perspective and expert guidance having worked on all sides of the industry – media company, brand, agency.
“When I started Coastal Maverick, it was with one goal: To take the complexity out of OOH advertising. After working across media, client, and agency roles, I saw the same frustration—OOH campaigns were overwhelming, time-consuming, and lacked transparency. We built a solution that removes the barriers, allowing brands to focus on impact while we handle the strategy, execution and results,” said Heather Waisanen, Founder of Coastal Maverick.
“We are pleased to welcome Coastal Maverick to the DPAA,” said Barry Frey, President & CEO of DPAA. “We look forward to Heather and her team being active members of our community.”
Coastal Maverick works as a strategic partner with brands and offers end-to-end consulting and execution services. The firm has worked with Moe’s, Wagamama, Farah & Farah Personal Injury Law Firm, and agency partners Dialog Group, BrandHrt Evolution, and BluePrint Creative.
- Media Perspective – Insider knowledge of negotiations, inventory access, and industry relationships.
- Client-Side Insight – Firsthand experience in managing marketing budgets, KPIs, and internal expectations.
- Agency Exposure – Broad market knowledge, enabling tailored strategies across diverse industries.
- Media Strategy & Planning — Custom campaign ideation, data-driven recommendations to ensure maximum reach, frequency, and impact.
- Media Buying/Negotiations — Leveraging relationships to secure premium placements, transparent negotiations to maximize budget efficiency.
- Consulting Services — Guidance for brands looking to refine their strategy, custom roadmaps to align OOH efforts withing broader marketing objectives.
About Coastal Maverick
Coastal Maverick is a woman-owned OOH consulting firm dedicated to helping brands simplify and optimize their out-of-home advertising efforts. With expert insights from all sides of the industry—media, client, and agency—Coastal Maverick delivers custom consulting, strategic planning, and seamless execution to ensure brands maximize their impact in the OOH space. For more information, visit www.coastalmaverick.com.
Contact
Heather Waisanen
Coastal Maverick
904-480-2869
Heather@Coastalmaverick.com
About DPAA
DPAA is the global trade marketing association, driving the growth and digitization of out-of-home (OOH) media and its growing role in the Omnichannel mix. DPAA’s Global Summit on October 14 in New York is the largest one-day media/marketing event. Membership in the DPAA community brings many business acceleration benefits, including a wide array of products. DPAA offers members an extensive database of research, best practices and case studies; tools for planning, training and forecasting; social media amplification of news; insights on software and hardware solutions; further integration into the advertising ecosystem by connecting DOOH networks, brands, agencies, ad tech and others.
Media Contact
Ajay Durani
DPAA
718.926.2852 (m)
Ajay.durani@dpaaglobal.com