OUTFRONT Media Names Mariano Jeger Chief Creative Officer of IRL Studios
2026-09-19 · via DailyDOOH
OUTFRONT Media has appointed Mariano Jeger as Chief Creative Officer of IRL Studios, a newly formed practice that merges the out-of-home media company's Creative Studios and XLabs teams into a single unit. The move matters to operators and brands working with OUTFRONT because it signals a push to fold creative and emerging-technology work into one team rather than treating them as separate functions.
Jeger reports to Stacy Minero, OUTFRONT's Chief Marketing & Experience Officer, and has already started the role. According to the company, Minero said Jeger "has spent his career making ideas work in the places people actually are" and that combining Creative Studios and XLabs under one leader means brands get "one team, one standard, and a much shorter distance between an idea and real life."
What IRL Studios Is
IRL Studios brings together OUTFRONT's creative production capability with its innovation and emerging-technology group, XLabs. The stated goal, per the announcement, is to give brands a single point of contact for ideas that span both OUTFRONT's physical inventory (billboards, transit displays, street furniture) and its digital canvases. Jeger will oversee the integration of the two groups and is tasked with setting a consistent creative standard across the company's portfolio.
The announcement does not detail what specific technology or hardware falls under XLabs, nor does it name any current or upcoming campaigns that will run through the new unit. It also does not say how large the combined team is or whether any restructuring or layoffs accompany the merger.
Background
Jeger joins OUTFRONT from Droga5, where the release says he delivered award-winning work for global brands. Earlier in his career he worked at R/GA on technology-led ideas and experiences. Across his career he has led campaigns for clients in technology, automotive, entertainment and consumer goods, and the company says his work has received more than 350 awards, including Cannes Lions and Effies.
In the new role, OUTFRONT says Jeger will drive integration across its creative and innovation functions, work with both enterprise brands and commercial clients, and push for more consistent creative quality across the company's screens and static inventory. He will also work with OUTFRONT's Brand Solutions teams to build out-of-home media more directly into omnichannel campaign planning. He is based in New York.
For operators watching the DOOH ad sales side of the business, the appointment is a signal that OUTFRONT wants to sell creative and technology capability as a bundled offering rather than a set of separate services, though the announcement gives no specifics on new products or client wins tied to the change.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Mariano Jeger Joins OUTFRONT Media (IRL Studios)
OUTFRONT Media (NYSE: OUT) this week announced the appointment of Mariano Jeger as Chief Creative Officer of IRL Studios, a newly unified practice bringing together the company’s Creative Studios and XLabs teams into one offering for brands.
He reports to Stacy Minero , Chief Marketing & Experience Officer (and has also began the role).
Stacy Minero told us “Mariano has spent his career making ideas work in the places people actually are. He knows how to build the technology behind an idea and how to lead the teams that make it. Bringing Creative Studios and XLabs together under one leader means brands get one team, one standard, and a much shorter distance between an idea and real life.”
IRL Studios combines OUTFRONT’s creative capability with its innovation and emerging technology work, giving brands a single team for ideas that run across the company’s physical and digital canvases. Jeger will lead the integration of the two groups and set the creative standard for work across the portfolio.
Mariano joins from Droga5, where he delivered award-winning work for global brands. Earlier in his career he spent time at R/GA, developing technology-led ideas and experiences. Across his career he has led global, regional, and local campaigns for brands across technology, automotive, entertainment, and consumer goods, and his work has been recognized with more than 350 awards, including Cannes Lions and Effies.
In the role, we are told that he will drive integration across OUTFRONT’s creative and innovation functions, support both enterprise brands and commercial clients, raise the quality and consistency of creative across the company’s canvases, and advance the creative technology behind client solutions. He will also partner closely with the company’s Brand Solutions teams to embed IRL media more deeply within omnichannel plans. He is based in New York.
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