We’re proud to announce that James McEwan, CEO for EMEA at billups, has been named 2025 Digiday Executive of the Year. It is a distinction that recognizes exceptional leadership across Europe’s marketing and advertising landscape.

The Digiday Marketing and Advertising Awards Europe honour the individuals and organisations setting new standards in creativity, innovation, and results. This award is one of the most prestigious categories, spotlighting executives driving lasting change in how marketing is delivered, scaled, and measured.

Since joining billups in 2023 as the founding CEO for the region, James has steered our EMEA business through a remarkable phase of evolution and growth. Under his leadership, billups has expanded its regional presence, launched new offices, onboarded multiple strategic acquisitions, and welcomed a growing team across markets, all while enhancing service delivery and operational excellence.

The most recent achievement has been the regional introduction of “The billups way”: a forward-thinking, AI-powered approach to planning and measurement in Out-of-Home (OOH). First unveiled publicly at an industry event in London, this new framework is raising the bar for what clients can expect from modern OOH media, combining data, creativity, and global consistency.

Beyond growth and innovation, James is recognised for building a culture of trust, momentum, and shared ambition. He has scaled systems and teams across borders, while preserving a “we-first” mentality that continues to energise colleagues, partners, and clients alike.

“This award is about the entire EMEA team and the culture we’ve built together,” said James McEwan, CEO EMEA at billups.

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“It’s been an incredible journey of growth, collaboration, and innovation, and I’m hugely proud of how we’re helping redefine what’s possible in Out-of-Home.”

His leadership has also helped position billups as a truly global player. It has been laying the foundation for stronger integration across the Americas, EMEA, and APAC, and preparing the organisation to deliver at greater speed and scale.

In a powerful show of team spirit, fellow finalist Koen Van Rhijn, Managing Director of billups Belgium, offered his congratulations:

“James’ leadership has inspired all of us this past year. He brings clarity and momentum, and he’s raised the bar across the board,” said Koen.

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“It’s an honor to be alongside him in this journey, and this win is a proud moment for all of billups.”

This award is more than a milestone; it’s a reflection of what happens when bold thinking meets grounded leadership. Congratulations, James.