The Canadian Out-of-Home Awards Announce Adam Butterworth as 2026 Merit Award Recipient

Adam Butterworth has been named the recipient of the 2026 Merit Award, one of the Canadian out-of-home (OOH) industry's highest individual honours, recognizing his outstanding contributions to both the Canadian and global OOH advertising sectors.

The award was selected through a vote of past Merit Award recipients, the Board of Directors of the Canadian Out-of-Home Marketing and Measurement Bureau (COMMB), COMMB Committee Chairs, and representatives from The AdClub of Toronto.

The announcement comes as the Canadian OOH industry enters a new era with the integration of the Canadian Out-of-Home Awards and The AdClub of Toronto’s Out-of-Home Showdown into a single industry celebration. The newly unified Canadian Out-of-Home Awards, presented in partnership with AdClub, will serve as the industry's premier platform for recognizing both creative excellence and individual achievement.

As part of the new format, the Merit Award will remain a cornerstone of the program, honouring individuals whose leadership, innovation, and service have made a lasting impact on the OOH sector.

“Adam’s influence on the Out-of-Home industry extends far beyond any single organization or market,” said Lindsey Talbot, President of COMMB. “His leadership, vision, and commitment to advancing the medium have helped shape the industry we know today.”

A respected industry veteran with more than 36 years of experience, Butterworth has held senior leadership positions at major OOH companies including Clear Channel Outdoor and Branded Cities. In 2020, he co-founded Vieta Technologies, an OOH consulting and data platform company.

His career has spanned the United Kingdom, Australia, New Zealand, Singapore, and Canada, where he has consistently championed innovation, collaboration, and industry growth.

Since relocating to Canada in 2014, Butterworth has played a pivotal role in advancing the country’s OOH industry. Most recently, he served as Interim President of COMMB and helped lead the development and launch of ROADMAP Reach & Frequency, Canada’s next-generation audience measurement platform for OOH advertising.

The platform represents a major milestone for the industry, providing advertisers and agencies with enhanced planning and measurement capabilities while further strengthening OOH’s position as a data-driven and accountable advertising medium.

Butterworth will be formally honoured at the 2026 Canadian Out-of-Home Awards ceremony, which will be held in Toronto on October 7.

About COMMB

The Canadian Out-of-Home Marketing and Measurement Bureau (COMMB) is the national trade association for Canada’s OOH advertising industry. The organization provides audience measurement, research, education, and marketing resources that support the growth and effectiveness of the OOH medium for advertisers, agencies, and media owners.