James Bicknell has been a global CEO with an unrelenting passion for innovation. He has spent years traversing the globe searching for a perfect advertising solution that seamlessly bridges the gap between traditional and digital methods, delivering powerful brand impact across all generations. Today, James proudly leads BackLite Media – The UAE's most Desirable Out-of-Home (OOH) media company. Under his visionary leadership, the company has established itself as a premium outdoor advertising solutions provider. James played a pivotal role in launching the iconic Landmark Series on Sheikh Zayed Road in Dubai, catering specifically to luxury and premium brands in the region. Additionally, he spearheaded the company's expansion and diversification into mall and destination advertising, further fueling continuous innovation and business growth.