Primedia Out of Home has appointed Penny Adams as Human Capital Executive to lead its people strategy and growth.
Johannesburg, South Africa – August 2026 – Primedia Out of Home is pleased to announce the appointment of Penny Adams as Human Capital Executive. Bringing extensive executive leadership experience and a people-first approach to organisational growth, Adams joins the business at a pivotal time as Primedia Out of Home continues to strengthen its culture, capability and long-term strategic ambitions.
With a career spanning human resources, organisational development and executive leadership, Adams has built a reputation for creating high-performing workplace cultures where people and business strategy work in partnership. Her experience across complex organisations, combined with her background in industrial psychology, positions her to lead initiatives that strengthen employee engagement, develop leadership capability and support sustainable business performance.
As Human Capital Executive, Adams will oversee Primedia Out of Home's people strategy, with a focus on attracting, developing and retaining exceptional talent while fostering an inclusive, high-performance culture. Her leadership will support the organisation's commitment to empowering its people, enabling collaboration across the business and ensuring the company continues to evolve alongside the changing needs of its employees, clients and the wider media industry.
Commenting on the appointment, Bongumusa Makhathini, Chief Executive Officer of Primedia Out of Home, said:
"People are at the heart of everything we do. Penny's depth of experience, strategic perspective and passion for developing people make her an outstanding addition to our executive leadership team. As our business continues to grow and evolve, her leadership will play an important role in strengthening our culture, nurturing talent and ensuring Primedia Out of Home remains an employer of choice."
Adams said she is excited to join the business at a time of continued transformation and opportunity.
"Primedia Out of Home has an exceptional reputation built on innovation, collaboration and delivering meaningful value to its clients. I look forward to working alongside our talented teams to build an environment where people can thrive, contribute their best and support the business in achieving its strategic ambitions. Sustainable business success begins with engaged, capable people, and I am excited to help shape that journey."
Her appointment reinforces Primedia Out of Home's commitment to investing in its people as a key driver of innovation, operational excellence and long-term growth. By strengthening leadership capability, supporting employee wellbeing and creating opportunities for continuous development, the company continues to build a workplace where individuals can succeed while delivering exceptional outcomes for clients and partners.
About Primedia Out of Home
Primedia Out-of-Home, a division of Primedia (Pty) Ltd, is the largest wholly South African-owned OOH media specialist. With a presence throughout South Africa and key markets in the Rest of Africa, we offer over 18 000 advertising panels across South Africa and 4 000 panels across 8 countries in the Rest of Africa. Our commitment to exceptional service and continuous innovation has established us as a trusted partner for top brands across various industries. Primedia Out-of-Home provides a comprehensive suite of out-of-home products, including Classic billboards, Digital billboards, Rank advertising, Mall advertising, Programmatic digital advertising, Pharmacy advertising, Retail and Township advertising.
With a deep understanding of the South African out-of-home landscape, we focus on delivering measurable results and offer flexible coverage across the entire LSM/SEM spectrum, targeting cosmopolitan consumers in major urban areas to those living in rural communities. Our service enables brands to optimise their campaign reach and achieve their objectives with a variety of media solutions that connect brands with audiences.
