Written by Dallas Wiles, Co-CEO of JCDecaux
For the first time in the history of the M&M Global Awards, this year we welcomed the Media Leader Categories to the programme as part of our partnership with The Media Leader. The Leadership Categories recognise the individuals making a significant impact across the media industry, celebrating those driving innovation, championing their teams and helping to shape the future of the sector.
As part of our ‘Behind the Trophy’ series, we caught up with this year’s Media Owner Leader winner, Dallas Wiles, Co-CEO of JCDecaux UK, to reflect on what winning the award meant to him, the importance of recognising the people behind the industry, and why he would encourage other industry professionals to put themselves forward.
Explore our full list of 2026 winners for the M&M Global Awards here: https://www.festivalofmedia.com/mm-global-awards/winners/
What did winning a Leadership Award at this year’s M&M Global Awards mean to you?
I was very proud to win this award.
A very special mention must go to my co-CEO, Chris Collins. My name may be on this award, but it very much reflects what we’ve achieved together, taking JCDecaux UK to the next stage in its transformation as a leading digital media business.
What does this recognition mean to you at this stage of your career?
In many ways it’s a reminder that as a leader continuing to listen to, learn from, and respond to your teams is imperative. This award reinforces the commitment that matters most – to our people, our purpose and the impact we all have.
It’s not just a personal achievement. It’s a testament to the ambition and hard work of everyone at JCDecaux – the strength of our partnerships with landlords and advertisers, and the real-world impact we have in cities and communities.
What do you hope winning the award will bring to you and your career moving forward?
The biggest motivation is always what comes next – you can never stand still as a leader. And that’s truer than ever in the media world.
So, my focus is on continuing to have a meaningful effect on our teams, our clients and our partners. Through trust and collaboration, we can all grow as we ensure that we support clients in building their brands with real-world media.
Why do you think it’s important to recognise the individuals who are leading and shaping the future of the media industry?
The media industry is made up of businesses, and the businesses are made up of people. Champion the people – whether they’re leaders now or of the future – and you champion the industry.
We can all be inspired by the success of each other.
Would you recommend entering the Leadership Awards to other industry professionals? If so, why?
I’m a big believer that the discipline and process of entering an award is a worthy exercise. It’s a moment in time to reflect on your year, what you and your teams – and the business as a whole – have achieved.
For me, it underscored the work we’ve all done transforming JCDecaux into a leading digital media business that gives brands such a brilliant platform to build and grow.
What advice would you give to someone considering putting themselves forward for a Leadership Award next year?
See it as the chance to reflect on what you’ve achieved. Focus on the outcomes you’ve helped create whether that’s how you’ve developed your teams, strengthened partnerships or led innovation.
