Fabian Trevor Cowan and Nilesh V Kadam launch 1bb

Fabian Trevor Cowan and Nilesh V Kadam, have announced the launch of 1bb, an OOH creative consultancy.

With this launch, the duo aims to focus on the out-of-home domain through an analytical approach and operational solutions. 

The company will reach out to brands and agencies alike, to support their OOH initiatives from a creative construct.

Cowan's last full-time stint was with Posterscope India, dentsu's location-based marketing specialist unit, as country head. He exited the company in November 2021.

On the other hand, Kadam is the founder and managing partner of NU Media and Creative Solutions. 

Cowan said, “The idea of 1bb germinated way back in 2017 at Cannes during a conversation with my wife over a glass of rosé while we watched the sun gingerly stepping into the blue waters over the Parisian horizon. I held onto the thought, but the pandemic gave it a new lease of life and the last few months cemented our belief in its potential. There is something tremendously powerful about momentum, no matter how small.” 

He added, “We have deep respect for the work being done in the out-of-home space currently, but we also believe there is more than enough space for 1bb to make a difference, and we aim to occupy and galvanise that space."

Kadam said, “The idea of 1bb appealed to me because of its fundamental premise and the scalability attached to the business. Top that with the scarcity of great ideas in the current context of OOH, and it makes for very good business sense."