The alliance aims to strengthen transparency and accountability for Digital OOH campaigns. 

Talon, the leading Out of Home (OOH) advertising agency, today announced a strategic partnership with UniLED Software, a trusted third-party verification provider, to strengthen transparency and accountability in Digital OOH campaigns.

The move will bolster digital verification for Talon clients by providing an intuitive and market leading UI experience alongside providing access to verify 100% of the UK OOH market via PlayOut and other connections to Media Owners content management systems. This collaboration reflects a shared commitment to transparency and trust, giving advertisers consistent, independently validated standardised reporting.

PlayOut, launched by Outsmart in July 2023, is the UK OOH sector’s industry-wide data warehouse that manages and enables the sharing of Out of Home Media Owner playout data – delivering daily updates, real-time visibility, and accurate reporting through a standardised framework.

UniLED’s award-winning platform, UniLIVE, will enhance PlayOut by seamlessly integrating and validating campaigns against Route-verified impacts, adding third-party assurance beyond simple play counts. This ensures extremely high levels of accuracy, consistency, and credibility whilst providing a single source of truth within the OOH market.

By partnering with UniLED, Talon strengthens its commitment to transparency, trust, and innovation in Digital OOH while driving the industry toward greater accountability and operational efficiency.

Following a strong performance in 2025, Out‑of‑Home (OOH) moves into 2026 with confidence, momentum and even greater opportunity. The channel continues to evolve at pace, fuelled by bold creativity, richer data sophistication and technology‑enabled solutions that are delivering clearer, more measurable impact for advertisers than ever before. 

UK OOH revenue continued its upward trajectory in 2025, up +1.3% year‑on‑year to £1.413bn.¹ And despite ongoing economic headwinds, the outlook for 2026 remains strong, with revenues expected to grow a further 4.1% to £1.471bn.²

Digital OOH (DOOH) is no longer an emerging channel, it is the clear engine of OOH investment. By Q3 2025, DOOH represented 67% of total OOH spend, reflecting how advertisers are actively shifting budgets towards programmatic-led environments that offer greater control, smarter targeting and faster creative optimisation.³

As OOH continues to evolve, several key priorities will shape its direction in 2026. These include helping brands navigate new LHF regulations, strengthening brand‑building strategies amid audience fragmentation and ongoing AI disruption, unlocking the full potential of DOOH innovation, delivering culturally relevant creative, and driving measurable, sustainable impact. Together, these forces will ensure OOH remains an adaptable, future‑ready and essential part of the advertising mix. 

Beyond these priorities, we believe 2026 will be defined by five key trends shaping the future of OOH: 

1. The Return to Brand Building 
2. Joy and Humour Turns Viewers to Fans 
3. Context That Connects Not Creeps 
4. Cultural Relevance is Critical 
5. Trust Becomes the Ultimate Currency

1. The Return to Brand Building

More than a third (37%) of UK advertisers plan to increase their brand advertising investment in 2026.⁴

Brands are shifting back to consistent, always‑on brand‑building – not because budgets are suddenly overflowing, but because confidence is fragile and every pound needs to work harder. The winning approach blends long‑term brand strength with short‑term performance: continuous visibility that builds mental availability, paired with smart activation that converts demand when it matters. 

Marketers are also moving past siloed, superficial metrics in favour of holistic measurement frameworks that prove real business outcomes. And with even the biggest tech platforms leaning more heavily into brand advertising, the industry’s direction of travel is clear: brand strength is set to play an increasingly pivotal role in the advertising mix. 

The OOH Advantage:

• Brand Stature and Fame: IPA data shows OOH pushes brand perceptions hard – driving +88% lift in premium cues, +41% in esteem and +32% in fame.⁵ 
• Always-On Visibility: OOH naturally delivers continuous presence, keeping brands top‑of‑mind and building mental availability over time. 
• Proven Accountable Impact: Improved measurement and attribution make OOH a more accountable brand investment, evidencing both long‑term equity gains and short‑term performance. 
• Brand + Performance Working Together: OOH builds fame at scale while strengthening the effectiveness of performance channels that capture demand. 
• Scale, Trust and Credibility: In a world of fluctuating digital trust, OOH offers a high‑impact, brand‑safe environment that reinforces authority in the real world. 

2. Joy and Humour Turns Viewers to Fans

72% of people say they would choose a humorous brand over one that doesn’t make them laugh.⁶

After years of crisis fatigue and a relentless news cycle, audiences are actively gravitating towards content that lifts their mood. Humour – still massively underused in advertising – cuts through clutter, boosts memorability and strengthens emotional connection. It’s not just a creative choice; it’s a behavioural trigger that influences brand preference.

Yet 83% of UK consumers say their favourite brands don’t make them feel valued.⁷ There’s a clear opportunity for brands to use joy and humour more intentionally: to reconnect with people, build loyalty, stand out from competitors and balance the harder, more transactional messages that dominate many campaigns.

The OOH Advantage: 

• Emotional Impact at Scale: With 95% of purchase decisions driven by emotion, OOH’s big, bold formats amplify humour and joy instantly.⁸
• Memorable in the Real World: Humorous OOH disrupts daily routines, creating standout moments that build mental availability fast. 
• Built-in Social Currency: Joyful OOH sparks organic sharing, extending reach across social and digital without extra spend. 
• Warmth & Distinction: Light‑hearted creative makes brands feel human and likeable – and brands that build emotional connection see a +306% uplift in customer lifetime value.⁹

3. Context that Connects, Not Creeps 

57% of British adults say personalised adverts creep them out.¹⁰

Sensitivity to hyper‑personalisation is rising, especially online. People feel uneasy when ads appear to be tracking their searches, conversations or one‑off interactions – and the result is growing resistance to anything that feels overly intrusive.  

But this doesn’t mean relevance is unwanted. Far from it. 76% of people pay attention to ads that feel relevant, and two‑thirds say relevant ads help them discover new products.¹¹ The real issue isn’t personalisation itself – it’s personalisation that feels too close, too data‑heavy or too invasive. 

The OOH Advantage:

• Context Without Creepiness: OOH delivers relevance through time, place and environment – not personal data – avoiding the intrusive feel of hyper‑personalised digital ads. 
• Brand-Safe & Trust-Building: Because OOH doesn’t rely on tracking individuals, it feels transparent and respectful, helping brands build credibility and trust. 
• Helpful, Not Intrusive: Dynamic, location‑aware OOH can respond to real‑world moments and needs without crossing privacy lines. 
• Broad Reach with Positive Perception: Speaking to audiences collectively maintains scale while aligning with rising sensitivity around data use. 55% of people say OOH campaigns feel relevant to them.¹²

4. Cultural Relevance is Critical

82% of Brits say brands play an important role in shaping culture, and 80% believe brands should reflect modern Britain.¹³

Consumers now expect campaigns to mirror the moments, issues and pressures shaping their daily lives. With the cost‑of‑living continuing to influence behaviour, people are looking for brands that help them make ethical, sustainable choices without the premium price tag. 

Major cultural moments – from sporting events to festivals and national holidays – offer powerful opportunities to connect authentically. But they only land when brands feel timely, in touch and genuinely reflective of the culture around them. Campaigns that blend meaning with emotion and spotlight affordable, sustainable options can resonate deeply without coming across as worthy or preachy. 

The OOH Advantage: 

• Cultural Presence in Real Time: OOH lives in the moments, places and events that shape culture – making it perfect for timely, context‑driven messaging. 
• Shared Experiences at Scale: From sporting events to festivals and national milestones, OOH reaches people collectively, reinforcing community, pride and shared values. 
• Meaning Without Moralising: Appearing in everyday environments allows OOH to communicate purpose, affordability and sustainability in a grounded, non‑preachy way. 
• Emotional in Public Space: OOH’s physical presence helps brands blend meaning and emotion, creating resonance during moments that genuinely matter. 
• Proven Impact: Cultural moments in messaging delivers +6% higher action and 1.3x more likely to drive purchase intent.¹⁴

5. Trust Becomes the Ultimate Currency

92% of people say trust is essential when deciding whether to engage with a brand.¹⁵

As AI becomes part of everyday life, consumers are increasingly questioning what’s real and what’s machine‑made. With trust now a decisive factor — and 60% of people doubting the authenticity of online content – credibility has become a critical differentiator.¹⁶ 

In a world where digital content can be replicated, manipulated or fabricated in seconds, real‑world signals matter more than ever. Channels that offer verifiable, physical presence will play a key role in anchoring trust, building credibility and triggering genuine discovery. 

The OOH Advantage:

• Real-World Proof Points: OOH provides a tangible, unalterable presence – a physical proof point that reassures consumers in an era of synthetic, AI‑generated content. 
• Transparency that Builds Confidence: When paired with clear messaging around responsible AI use, OOH reinforces brand integrity and strengthens consumer trust. 
• The Ultimate Prompt: OOH acts as a real‑world trigger for AI‑driven discovery journeys, sparking curiosity and sending consumers into search, social or retail with confidence. 
• Boosting Other Channels with Real-World Credibility: By rooting campaigns in the physical world, OOH gives digital, social and AI‑powered experiences a layer of authenticity they can’t generate alone. 
• Growing Trust, Year After Year: 58% of consumers trust OOH advertising, and trust continues to rise year‑on‑year – at a time when confidence in many other channels is declining. OOH is stepping into the trust vacuum and becoming a crucial anchor for credibility.¹⁷

2026 is already shaping up to be a defining year for OOH. In a world full of noise, uncertainty and digital doubt, OOH gives brands what people value most: real experiences, real connection and real trust. The trends driving the year ahead play perfectly into the channel’s strengths – and into Talon’s belief in smarter, bolder, more human advertising. 

Brands that harness the power of culture, context, joy and credibility will stand out fast. And with the right data, creativity and intelligence behind them, they’ll do more than show up – they’ll make an impact. OOH is ready for the moment. At Talon, we’re ready to help brands own it.

Sources

1. Outsmart, PwC ↩︎
2. Talon ↩︎
3. WARC/AA Expenditure Report Q2 ↩︎
4. 2026 Media Budgets Survey, Isba, Ebiquity, World Federation of Advertisers (WFA)​ ↩︎
5. Talon Benchmarks 2025 ↩︎
6. Oracle ↩︎
7. SAP Emarsys Customer Engagement ↩︎
8. Talon Benchmarks ↩︎
9. Motista ↩︎
10. YouGov: Ad-verse Reactions ↩︎
11. Verve, In-App User Privacy Report 2025​ ↩︎
12. Talon Benchmarks 2025 ↩︎
13. WPP, The Consumer Equality Equation ↩︎
14. Talon Benchmarks 2025 ↩︎
15. Accenture Life Trends Survey, 2024 ↩︎
16. Marketreach The Trust Factor, 2025​ ↩︎
17. Mfour & Vistar Media​ ↩︎

2025 has been a whirlwind of creativity, colour, and bold ideas. 

From eye-catching billboards to immersive digital experiences and standout special builds, we’ve loved bringing brands to life across streets, stations and city centres with Out of Home (OOH).  

Working with brilliant clients and creative agencies, we’ve helped transform everyday spaces into memorable moments. Here’s a peek at some of the magic we’ve made together.

Big Ideas in OOH and Digital OOH

British Airways – Hidden in Plain Sight 

A game of hide-and-seek with a twist. British Airways tucked its logo into cityscapes, challenging passersby to spot it. The playful approach made everyday city views part of the adventure, keeping the brand top-of-mind in a clever, subtle way. 

With MG OMD & Uncommon Creative Studio

Uber Eats – When You’ve Done Enough 

Uber Eats leaned into humour and self-awareness with a smart digital OOH campaign that rewarded people for simply being out and about. Using bold copy and perfectly timed placements, the work tapped into everyday moments of fatigue, reminding audiences that when you’ve done enough, Uber Eats has dinner covered. 

With PHD & Mother London

Bringing Brands to Life with Special Build OOH

Canva – Playful Takeover at London Waterloo 

Canva transformed the commuter hub at London Waterloo into a pop-up playground of creativity. Colourful, larger-than-life visuals turned everyday travel into a fun, interactive experience – perfect for showing off the brand’s playful side. 

With OMD UK, Stink Studios & Grand Visual

Waitrose – Pie Max

Waitrose went big on appetite appeal with a giant pie visual that turned snack-time into street theatre. Humorous and unmissable, it wasn’t just any pie – it was the turkey pie from the brand’s “The Perfect Gift” Christmas ad, bringing a festive favourite from screen to street. 

With MG OMD, Wonderhood Studios & Grand Visual 

Howden – British & Irish Lions 

Writing history on the wall – literally. To celebrate the announcement of the British & Irish Lions 2025 squad, Howden unveiled a hand-painted 44-foot mural in East London, honouring the players set to make their mark on rugby history. As Head Coach Andy Farrell’s squad was revealed live from The O2, each name was added in real time, turning squad selection into a powerful, shared outdoor moment for fans and passersby alike. 

With Goodstuff, Grand Visual, MSQ Sport + Entertainment, Global Street Art, TTB Sport Capital 

McDonald’s – Grinch Hijack 

McDonald’s went green for the holidays with its mischievous new “Grinched” menu, starring Dr. Seuss’ iconic Grinch. The campaign teased festive mayhem with OOH hints of mischief, building nationwide curiosity, before a special Borough Road site revealed The Grinch’s chaotic Master Plan – a blueprint covered in doodles, notes, and scribbles that brought the holiday spirit (and playful chaos) to the streets. 

With OMD UK, Leo Burnett, Grand Visual & Bauer Media Outdoor UK

When OOH Became an Experience

Pepsi – Sweet Room

To celebrate the launch of its Strawberries & Cream and Cream Soda flavours, Pepsi brought a burst of sweetness to Future Stores with a nostalgia-fuelled activation featuring a retro arcade and tasting bar. The flavours also came to life across OOH formats including fly-posters, taxi wraps, and standout special builds, turning streets and stores into an interactive, flavour-packed experience. 

With PepsiCo, OMD UK, Grand Visual & Ann Squared Events 

The AA – It’s okay, I’m with the AA 

The AA partnered with the action-packed new cinematic event, Jurassic World Rebirth, to coincide with the release of Universal Pictures film that had just launched in UK cinemas. 

The stunt reminds drivers that when they’re with the AA, they’re always prepared for whatever the road throws at them (even dinosaurs). 

With the7stars, The Gate London, NEWSUBSTANCE & Grand Visual 

Red Bull – Tetris® 

Red Bull brought Tetris® to life in an electrifying twist on the classic game. Fans joined a global tournament at Birmingham New Street and Westfield London, scanning QR codes to play a giant version on OOH screens, while the iconic Red Bull car handed out samples – turning streets and stations into a playful, interactive brand experience. 

With Arena Media, Grand Visual & Ocean Outdoor 

Mr Doodle x Kleenex 

Kleenex teamed up with artist Mr Doodle, famed for turning his home into a living canvas, to spread a little extra joy. The collaboration featured a limited-edition tissue box design and came to life across YouTube, paid social, digital display, OOH placements, a hand-painted mural, a retail competition, and a live doodling takeover at Outernet London – turning everyday spaces into interactive, playful experiences. 

With FCB London, PHD, Grand Visual, FABRIC SOCIAL & Ginger and Pickles Productions

When OOH Reacted to the Moment

BBC – The Traitors

Linda from The Traitors earned the Golden Cloak Award for the performance of a lifetime. The self-confessed “emotionless person” delivered a surprisingly emotional scene at breakfast, earning recognition from fellow players – and a dedicated OOH display in Leicester Square, letting everyone see her well-deserved accolade in the heart of the city. 

With Havas Media UK 

Channel 4 – “We Fact Check the Zuck Out of Our News” 

Channel 4 harnessed the reactive power of OOH to take on the fake news and censorship debate. Positioning itself as a trusted news source, the campaign shouted its message across key POIs in central London, targeting major businesses like Meta and topical locations such as Speakers’ Corner and Parliament, proving that outdoor advertising can be both timely and bold. 

With OMD UK & Mobile Media 

Specsavers – Oasis Blur 

Specsavers turned heads with a clever contextual OOH campaign, targeting everyone walking up Wembley Way to see Oasis. The playful “blur” creative brought the brand to life in the moment, proving that well-timed outdoor advertising can be both eye-catching and fun. 

With MG OMD, Specsavers UK & Open Media UK

Jaguar Land Rover – Defender

Another Oasis reactive moment: Defender rolled into the spotlight as the official automotive partner of Oasis Live ’25, kicking off the partnership with an epic mural in Manchester, the hometown of legends Liam and Noel Gallagher. The striking artwork turned city streets into a memorable, timely outdoor celebration of music, culture, and brand collaboration. 

With Hearts & Science, Grand Visual & Global Street Art

Looking Back and Moving Forward

2025 has been all about creativity, fun, and bold ideas lighting up streets and screens. Working with amazing clients and agencies, we’ve transformed everyday spaces into memorable experiences that spark joy, conversation, and connection.  

Here’s to keeping the playful spirit alive and bringing even bigger, bolder OOH magic in the year ahead.

Talon, the world’s leading independent Out of Home agency, is proud to announce it has been officially recognised as a Great Place to Work Certified™ organisation across the UK, Ireland, USA, and Canada. 

This prestigious certification is based on validated, anonymous feedback from employees across Talon’s group of companies (including Evolve and Grand Visual), gathered through the globally respected Great Place To Work® platform. The accreditation, which requires a minimum of 65% of employees in each qualifying market to report a consistently positive experience, is a testament to Talon’s ongoing commitment to fostering a supportive and empowering workplace culture. 

This latest recognition builds on Talon’s strong track record as an employer of choice, having previously been named one of The Sunday Times Best Places to Work and featured in Campaign’s Best Places to Work list. These accolades reflect Talon’s people-first philosophy and dedication to creating an environment where every individual can thrive.   

Sue Frogley, Global CEO at Talon, commented: “We are delighted to receive this recognition, which reflects the genuine experiences of our people. Their positive feedback about working here, across teams, leadership, and roles, means a great deal to us. This is not a moment to rest, but a benchmark from which we will continue to enhance our employee experience and maintain our position as the number one destination for the best talent in our industry.” 

Benedict Gautrey, Managing Director of Great Place To Work® UK, added: “We know that prioritising the employee experience leads to building trust among employees, fostering a remarkable workplace culture, and ultimately achieving exceptional business outcomes. Congratulations!”

With the spotlight firmly on brand resilience and growth, this report by renowned media analyst Ian Whittaker urges advertisers to rethink their approach to media allocation. It advocates for greater investment in brand-building channels amid ongoing economic uncertainty and digital disruption. 

The analysis demonstrates that shifting spend towards Out of Home (OOH) and other brand-building platforms could unlock billions in savings and create significant shareholder value. The focus is on long-term brand equity rather than immediate sales, showing how trusted public media supports stronger visibility and credibility in an increasingly crowded digital landscape. 

Why OOH Matters

Currently, OOH accounts for just 3% of UK advertising spend, yet it remains one of the most attention-grabbing and trusted channels for brand communication. As AI driven content increases and digital noise grows, OOH offers a public, credible space to reach audiences meaningfully. 

Even though online channels will represent 78% of UK ad spend by 2025, consumer spending has remained largely flat for two decades. This shows that digital dominance alone does not drive broad economic growth. The report highlights that reallocating budgets to brand-building platforms like TV and OOH can improve efficiency and deliver long-term value. 

Inside the Whitepaper

• The Key Mega Trends: Explore the economic, technological, and market forces reshaping advertising. 

• Why OOH Fits These Trends: Learn why OOH provides trust, visibility, and impact in a digitally saturated world. 

• UK Advertising Growth to 2030: Understand how the market is evolving and the implications for brand strategy. 

Play for Profits: Practical guidance on optimising media allocation to 2030 to strengthen brands and maximise value.

After years of uncertainty and digital overload, people are craving authentic, real-world experiences. Constant exposure to screens has left many feeling stressed and disconnected. 

At the same time, consumers are investing in experiences that enhance wellbeing and authentic experiences. This shift toward wellness and authenticity gives brands a unique chance to connect meaningfully – in the real world through Out-of-Home (OOH) advertising.

The Power of Out of Home (OOH) Advertising 

Reaching 97% of UK adults each week, OOH is visible, trusted, and effective –placing brands where people live, work, and play. 

In this guide, led by our ACES framework – Audience, Creative, Effective, Sustainable – we explain how OOH helps brands engage the right people, at the right time, with lasting impact.

Inside the Guide:

• Audience: Use programmatic tools and location data for precise, real-time targeting. 
• Creative: Build emotional connections with powerful, context-driven formats. 
• Effective: Boost trust, visibility, and brand impact through a credible public medium. 
• Sustainable: Choose a channel that genuinely supports communities and sustainability.

Ready to elevate your next campaign?

Christmas advertising is a highlight of the marketing calendar, as brands everywhere aim to capture the festive spirit and connect with audiences during this joyful time. From traditional Out of Home (OOH) advertising formats to vibrant digital billboards, marketers create Christmas advertising campaigns that celebrate Christmas traditions, spread warmth and cheer, and showcase gifts, decorations, and festive products.

Why Nostalgia Works in Christmas Advertising

This year, people around the world are craving nostalgia – a return to the comforting traditions that make Christmas special. Research shows that 78% of Brits agree that traditions are an important part of their celebrations, and 37% want Christmas adverts to bring back that nostalgic feeling with familiar music, classic Christmas carols and timeless images.

Many are planning to go all out this Christmas, with spending on gifts for family up by 14%, festive food and dinner recipes up by 13%, and 5% saying they’ll make more effort to celebrate the season with loved ones at home.

With 48% of UK shoppers preferring to buy in-store during November and December, having your brand visible in public spaces such as, bus shelters and other traditional OOH advertising locations is more important than ever. Outdoor advertising, including digital billboards and traditional OOH, puts your message right where people will see it during this crucial time.

How OOH Advertising Brings Christmas to Life in Public Spaces and Rooms

Christmas is about more than shopping – it’s about soaking in the festive atmosphere. From busy high streets in London and other major cities to decorated country towns and city centres, OOH advertising places brands at the heart of the seasonal experience. Whether people are driving, commuting, shopping, or visiting towns and cities, OOH advertising surrounds them with the joyful sights of Christmas – bright green lights, wreaths, baubles, candles, holly, and cheerful Christmas decorations.

These festive moments happen outside the house and in every room where people gather, making digital out of home and traditional OOH advertising in the run-up to, and during Christmas the perfect way for brands to influence shoppers where it counts.

In this article, we explore how brands can make the most of these opportunities through OOH’s ACES framework – Audience, Creative, Effective, and Sustainable – to connect with people, spark interest, and drive results this Christmas. Because it all starts with thinking outside the box and using the latest technology.

Smart Audience Targeting for Christmas Advertising

Changes to advertising rules mean brands need to rethink how they reach consumers. With new restrictions on promoting less healthy foods to under-16s through digital channels:

1. Digital targeting is limited
   Advertising HFSS products on social media, online display, or via influencers faces strict limits.
2. OOH advertising becomes even more important
   Outdoor advertising shines in busy urban areas, transport hubs, and near shops.
3. Smarter OOH targeting
   Without digital tracking, advertisers rely on location data, contextual targeting, and timing to reach the right people.

Programmatic OOH platforms like Talon’s DSP, Atlas, offer data-driven campaigns with real-time flexibility. These campaigns see a 2.7x increase in brand awareness, 1.7x boost in brand preference, and 1.4x rise in purchase intent.

Programmatic digital out of home (PrDOOH) lets you show your ads at the right place and time, triggered by weather, location, or time of day, to tap into those special moments.

The results speak for themselves: Talon Benchmarks show that ads using local context get 32% more attention and stronger emotional responses.

Creative Ideas to Make Christmas Ads Magical

Christmas ads should feel like warm memories. With 90% of Brits feeling nostalgic, emotional advertising not only boosts recall but also drives action. Brands see a 140% increase in response and 23% more engagement when they mix emotion with product messaging.

Create something magical that brings out everyone’s inner child—mixing nostalgia with familiar Christmas songs, the image of Santa Claus, and the cosy glow of a fire at home. Talon Benchmarks show creative OOH ads lead to:

• 57% of people taking action after seeing the advertisement
• A 10% average increase in purchase intent
• 7 in 10 people finding OOH adverts appealing

For example, Waitrose’s 2024 Christmas campaign brought their “Who Dunnit” TV commercial to life with a special installation about a missing Christmas dessert and a family mystery. The overall campaign boosted their Net Promoter Score by 2 percentage points, gained 150 million views, and reached 894 million impressions.

Measuring the Impact of Christmas Outdoor Advertising Campaigns

The magic doesn’t stop at creativity – OOH delivers real results. Recent Talon Benchmarks show festive campaigns achieve:

• An 18% increase in ad recall
• A 4.8% rise in purchase intent
• 57% of people finding the brand or message relevant

Christmas OOH campaigns also drive stronger emotional engagement than any other time of year:

• 3 in 5 people engage positively with Christmas OOH ads
• 62% find Christmas OOH campaigns engaging
• 55% agree these campaigns make them pay attention
• 2.7% more actions happen over Christmas compared to the rest of the year

On average, OOH campaigns lift purchase intent by 10%, call to action by 57%, and brand consideration by 67%.

Why Sustainability Matters in Christmas Advertising

Sustainability is a top priority for consumers this Christmas.

• 53% of UK adults want a more sustainable Christmas
• 45% are willing to spend more on eco-friendly products
• 64% expect brands to be transparent about their environmental impact

OOH is a sustainable advertising choice. For every £1 spent, 46p goes back to public infrastructure. OOH ads produce less carbon per impression than all other media and account for just 3.3% of UK ad power use and under 3.5% of the total UK ad carbon footprint.

Play your ACES this Christmas

By combining creative, targeted, and sustainable outdoor advertising during the festive season, brands can spread joy, capture attention, and celebrate Christmas traditions with friends, family, and communities across public spaces.

From bright Christmas trees decorated with stars and angels to holly wreaths and glowing candles, Christmas advertising through OOH remains a vital part of the holiday marketing mix. Integrating OOH with other channels such as video, social media, and digital marketing boosts campaign reach and impact, helping your brand shine throughout the festive season with engaging ads, delightful chocolate-themed ideas, and memorable Christmas carols that bring the season to life in homes and public spaces across the country, Australia, France, America, and beyond.

Talon is proud to be one of the 14 IPA Media Climate Charter agencies participating in the pilot phase of the Institute of Practitioners in Advertising (IPA) upcoming launch of a carbon emissions calculator for the media supply chain. Marking a major step forward in sustainable advertising, the pilot testing is set to begin before the end of 2025. 

Developed in alignment with Ad Net Zero’s Global Media Sustainability Framework (GMSF), this new tool will empower agencies and advertisers to accurately measure and reduce the environmental impact of their media campaigns. Talon’s involvement will be alongside other forward-thinking agencies, including IPG Mediabrands, Omnicom Media Group, and the7stars, Talon will help shape the future of sustainable media practices. 

A new standard for sustainable media 

This industry-first calculator is designed to comply with internationally recognised sustainability standards, including the IPCC framework and the Greenhouse Gas Protocol. It directly supports Action 3 of the Ad Net Zero Action Plan, which focuses on cutting emissions across media planning, buying, and distribution. 

By embedding the GMSF into its core, the calculator ensures a consistent, transparent, and actionable approach to sustainability, helping the advertising industry move decisively toward net-zero emissions. 

Developed by Good-Loop, backed by the IPA 

Following a rigorous selection process, the IPA appointed Good-Loop as its technical partner to develop the tool. Known for its commitment to ethical advertising, Good-Loop will deliver a solution that is Transparent, offering clear verifiable data, Standardised, enabling consistent emissions tracking across media channels and Actionable, helping agencies and brands take meaningful steps toward sustainability. 

Key benefits of the new calculator 

• Comprehensive Coverage: Calculates emissions across six major media channels, TV, digital, print, audio, outdoor, and cinema. 

• Industry-Wide Standardisation: Promotes consistent and comparable tracking across the advertising ecosystem. 

• Support for Ad Net Zero Goals: Aligns with global climate commitments and empowers agencies to lead responsible change. 

• Transparency and Accountability: Helps brands demonstrate authentic sustainability efforts with credible data. 

Looking ahead: Global collaboration 

In addition to the UK rollout, the IPA and Ad Net Zero are launching an international coalition to support the development of region-specific versions of the calculator. This initiative invites advertising bodies from around the world to collaborate, ensuring that sustainability standards are globally relevant and locally actionable. 

Luke Willbourn, Managing Director, Talon UK “At Talon, we believe that sustainability is not just a responsibility, it’s an opportunity to lead. By participating in this pilot, we’re helping to set the benchmark for environmentally conscious OOH media planning and buying, and driving meaningful change across the industry.”

The hire marks a strategic shift for the OOH agency as it builds its first dedicated programmatic team.

Talon UK announces the appointment of Alan Meech as Programmatic Business Director, a pivotal role that will help to accelerate the company’s ambition to advance programmatic Out of Home. Meech’s appointment comes soon after Shanil Chande, who recently joined Talon in the newly formed role of Chief Programmatic Officer.

Meech joins Talon with over 25 years of experience across media agencies, client-side roles, and media owners in both the UK and Australia. Most recently, he served as Senior Associate Director and Agency Lead for Programmatic DOOH (pDOOH) at EssenceMediacom, where he spearheaded the agency’s programmatic strategy, delivering significant revenue growth and award-winning campaigns for clients.  

In his new role, Meech will be instrumental in helping Chande in positioning Talon as the market leader in intelligent PrDOOH activation. He will lead the servicing of key digital and programmatic agency clients, advocate for the inclusion of PrDOOH in omnichannel strategies, and drive incremental revenue through Talon’s proprietary technology and data platforms, Ada and Atlas. 

Shanil Chande, Chief Programmatic Officer at Talon UK, commented: “Alan’s appointment is a major step forward in our mission to unlock the full potential of programmatic OOH. His deep expertise, commercial acumen, and passion for innovation will be invaluable as we continue to evolve our offering and deliver meaningful outcomes for our clients. I’m excited to work closely with Alan as we shape the future of this fast-growing space.” 

Alan Meech, Programmatic Business Director at Talon UK added: “I’m excited to join Talon at such a transformative time for the industry. Talon’s commitment to creativity, technology, and client excellence aligns perfectly with my own values, and I look forward to helping shape the future of programmatic OOH as part of this dynamic team.” 

Alan will be based in London and will report directly to Chande.

Talon is proud to share that we have once again earned the highly respected IPA Effectiveness Accreditation 2025. Talon has been awarded the IPA certification for the third time, a programme first introduced by the IPA in 2021 to recognise agencies that deliver measurable effectiveness and act as true partners in driving growth. This year marks the highest number of accredited agencies since the programme’s inception.

What is the IPA Effectiveness Accreditation?

The IPA Effectiveness Accreditation highlights agencies that demonstrate a deep-rooted commitment to effectiveness and act as true partners in driving business growth. It sets a clear benchmark for how agencies embed creativity, measurement, and long-term value into their work. 

How Agencies are Judged: The Five Pillars of Effectiveness

Chaired by Alessandra Bellini, former Chief Customer Officer at Tesco, the expert judging panel reviewed agency submissions in a systematic process to assess how effectively agencies tackle business challenges and foster ongoing improvement. Accreditation was awarded to agencies that demonstrated meaningful impact across five core pillars: Focus, People, Process, Data & Measurement, and Impact:  a defined set of standards ensuring consistency and rigour across the programme.

Talon Among 44 Accredited Agencies in 2025

This year, Talon joins an elite group of 44 agencies who received this industry recognition, a meaningful achievement that reflects how effectiveness is embedded in everything we do. By working to this structured framework, we’re delivering more creativity, impact, and measurable results than ever before, continuing to provide exceptional value to our clients, inspiring positive change, and caring for our planet. We are incredibly proud and grateful for the continued dedication and hard work of our teams. 

Leadership Reflections on Effectiveness

Luke Willbourn, UK Managing Director, said: 
“Receiving the IPA Effectiveness Accreditation once again is a proud moment that reflects our unwavering commitment to delivering impactful work for our clients. Our commitment to pushing the boundaries of effectiveness in Out of Home remains stronger than ever. I’m incredibly grateful for the creativity, dedication, and focus on effectiveness from all of our talented teams, which has made this achievement possible. We’re honoured to be recognised alongside so many others doing great things for effectiveness in the industry.” 

Emily Alcorn, Chief Effectiveness Officer, said: 
“Working on this submission, I always find it such a rewarding moment to reflect, not only on the brilliant, effective work we deliver for our clients, but on how far we’ve come in building a truly learning-centric culture at Talon. I couldn’t be prouder of my colleagues whose hard work, creativity, and commitment to effectiveness made this possible. We’re in fantastic company – congratulations to all accredited agencies!”

Learn More

You can discover the full list of accredited agencies in the latest update from the IPA here.

Shanil Chande joins the specialist OOH agency in newly formed role to lead its UK programmatic offering, completing Talon’s UK leadership line-up.

London – 28 July 2025 – Talon, the leading independent global Out of Home (OOH) agency, today announced the appointment of Shanil Chande as Chief Programmatic Officer, completing the UK leadership team. The newly created role is a strategic milestone in Talon’s mission to drive smarter, data-led growth for clients through programmatic innovation.

Chande’s appointment reflects Talon’s ongoing investment in automation, technology and data – also reflecting broader market momentum with nearly half (47%) of UK brands now running programmatic-only DOOH campaigns, according to VIOOH’s State of the Nation report.

As Chief Programmatic Officer, Chande will lead the development and execution of Talon’s programmatic strategy across the UK, driving digital innovation and forging new commercial partnerships. He will also lead Talon’s newly formed team of programmatic experts to ensure the agency’s proprietary technology and data capabilities are fully integrated into client omnichannel strategies.

Chande brings over a decade of experience to the role, most recently as Commercial & Partnerships Director, UK & International at Hawk (an Azerion Company). There he played a pivotal role in the strategic direction and growth of the business, product innovation and channel diversification, while overseeing key partnerships. He has also held roles at IBT Media and Sky, managing high-profile agency accounts and delivering impactful digital campaigns.

Luke Willbourn, Managing Director, Talon UK said: “Shanil brings exactly the kind of programmatic expertise and commercial focus we need to help scale our digital offering with confidence. His appointment not only accelerates our ambitions in the programmatic space but completes a leadership team built to drive growth and deliver measurable results for our clients.”

Shanil Chande, Chief Programmatic Officer, Talon UK said: “This role is a great opportunity to shape how Talon applies automation, technology and data to across the entire planning and buying process. I can’t wait to work closely with our partners and internal teams to deliver even smarter, more effective campaigns for our clients that show just how powerful OOH can be in an omnichannel mix.”

With this appointment, Chande completes Talon’s UK leadership team, reinforcing the agency’s strategic commitment to digital transformation and market leadership.

The UK leadership team now includes Managing Director, Luke Willbourn; Chief Client Officer, Nicola Fox; Chief Effectiveness Officer, Emily Alcorn; Chief Planning Operations Officer, Jamie Finn; Chief Commercial Officer, James Rodham; and Finance Director, Jessica Dunn.

Chande joins Talon in August and will report to Willbourn.

Talon is thrilled to announce that Lucy Baumgartner, Effectiveness Director, has been recognised as a winner in Media Week’s prestigious 30 Under 30 list for 2025.

Joining Talon and the OOH industry in 2021, Lucy Baumgartner has progressed from Insight Executive to Effectiveness Director in less than four years. She consistently delivers above and beyond her role and works tirelessly to prove the effectiveness of OOH for clients and the industry.   

Lucy’s commercial acumen has helped to transform measurement from a “nice-to-have” to a fundamental part of media plans, contributing to an impressive increase in measurement revenue, working across over 200 client campaign effectiveness projects and hosting 50 client research sessions.  

At the heart of Lucy’s work ethic is a client-centric approach, using her analytical skills and proactive solutions to guide brands on how best to use OOH to deliver on their specific objectives.  She communicates complicated data in a clear manner and creates digestible insights for clients to aid with their media planning.  

Lucy strives to support each pillar of the business with measurement and evidence, producing analysis of Talon’s DSP Atlas’ success, feeding insights into Talon’s tech platforms to boost their long-term effectiveness and producing research case studies for Grand Visual.  

Her pragmatic approach to client services has not only expanded Talon’s effectiveness approach but has set her on a trajectory as a formidable future force in the industry, contributing to the business winning multiple awards and being awarded Rising Star at the OMAs within a year of her career. 

Lucy exemplifies the creativity, innovation, and ambition that drives Talon forward as we reimagine the future of OOH. We’re incredibly proud of her achievement and grateful for her continued impact. 

Visit Campaign for more information on Media Week’s 30 Under 30 and to see the full winners list. 

In recent times, many of us have found ourselves suffering from some sort of crisis hangover. The relentless cycle of news and global events has left us feeling overwhelmed, vulnerable and somewhat disconnected. In short, there’s a collective sense of meh.

As a result, in 2024, one in three adults reported experiencing high levels of stress, while attention spans have plummeted from 150 seconds in 2012 to just 47 seconds – a staggering 68% decrease. Alongside this, we’re also experiencing online fatigue with endless doomscrolling losing its appeal, with 7 in 10 internet users aged 16 to 64 actively trying to reduce their digital consumption.

However, there is a notable shift taking place. Consumers are increasingly prioritising their wellbeing, seeking meaningful activities and real-world experiences that contribute positively to mental health. In 2024, over £178 billion was spent on memorable moments – a trend set to continue into 2025, with 59% of consumers planning to maintain or increase this type of spending.

As we look ahead to summer 2025, this desire for meaningful experiences is clear: 

• 68% are planning to travel abroad 

• 90% are planning a domestic holiday 

• 77% are eager to try a new outdoor activity 

This renewed focus on wellness and authenticity presents a significant opportunity for brands to be a part of these moments and engage with consumers in meaningful ways. 

So, how can brands contribute to these moments in a way that enhances them, rather than intruding on them? The answer lies in the power of Out of Home (OOH) advertising. Reaching 97% of UK adults each week, OOH advertising is woven into the fabric of our daily lives. 

Using our “ACES” framework – Audience, Creative, Effective and Sustainable – we’re demonstrating how OOH can help brands connect with the right people, in the right place, at the right time. 

(Audience) Be Relevant with OOH 

According to a study by New Age, 66% of consumers feel most digital ads are irrelevant to them – a reflection of this current era of digital overload. With ads constantly vying for attention across platforms, many are dismissed, skipped, or blocked entirely. 

Don’t be mistaken – consumers don’t inherently dislike advertising. In fact, nearly half (49%) of consumers say that they enjoy ads for products that align with their interests, suggesting that, rather than going broad with ad targeting, relevance is key.

This is where OOH excels. Unlike many other channels, 59% of consumers find OOH to be less intrusive, and 60% say it’s a more enjoyable way to connect with brands. OOH integrates seamlessly into everyday life, reaching audiences at key locations and moments throughout their day. 

Travelling by car? There are many roadside formats for you to choose from. Shopping for goods? There’s a D6 just outside the supermarket. Commuting to work or play? Bus shelters and public transport formats engage consumers on the move. Wherever your audience goes, OOH is there, ensuring your brand is present and impactful throughout the journey. 

To ensure maximum relevance, we recommend leveraging programmatic OOH through our DSP, Atlas. Whether targeting families planning domestic holidays or a “work hard, play hard” demographic, Atlas uses behavioural data to identify the most effective panels for your campaign.

Additionally, Atlas Real-Time empowers you to capitalise on micro-moments this summer. By activating campaigns based on dynamic triggers such as weather, pollen count, or UV index, your OOH strategy becomes more engaging, more memorable, and can boost neuro response by up to +32%. 

(Creative) Create Meaningful, Emotional Connections

Audiences may be spending more time out of home this summer – but are brands doing enough to meet them both creatively and emotionally? 

Emotional connection is a powerful driver of human behaviour. Yet, a staggering 83% of UK consumers say their favourite brands don’t make them feel valued. This represents a major missed opportunity as research consistently shows that emotional loyalty not only enhances brand equity, it also significantly influences consumer decision-making. 

In fact, 95% of purchase decisions are emotionally driven, and brands that foster emotional connection see a +306% increase in customer lifetime value. For marketers, the message is clear: emotional engagement isn’t a luxury, it’s a necessity. 

OOH advertising is a powerful driver of emotional connection, as Talon Benchmarks reveal that 57% take some sort of action after being exposed to OOH and there’s a +10% average uplift in purchase intent after being exposed to OOH. What’s more, 59% find OOH ads appealing, making it a medium that not only captures attention but also inspires meaningful engagement. 

OOH doesn’t just reach audiences; it resonates with them. And when you combine this reach with creativity, the effects are amplified: 

• 35% increase in purchase consideration 

• 56% uplift in ad recall vs traditional OOH 

• 17% increase in consumer action

From murals that transform everyday spaces into something extraordinary, to immersive brand experiences that create lasting memories, summer presents a unique opportunity to go break out of billboards. It’s a chance to reimagine OOH as a bold, emotionally driven medium that truly connects with audiences. It’s time to go big, go bold and create work that truly turns heads.

Take brands like Specsavers, Pepsi and Starbucks – all of whom have embraced bold creative strategies with measurable impact. Pepsi’s Sweet Room activation alone delivered over 300K in online reach and 100% positive online sentiment, proving that creativity with emotional intent pays dividends. 

This summer, go big. Go bold. Create OOH that not only turns heads but captures hearts. 

(Effective) Be a Trustworthy Brand

No wonder we’ve got trust issues. As algorithms get smarter and AI makes content creation more accessible, it’s becoming increasingly difficult to distinguish what’s real from what’s not. 

Trust is now one of the most valuable currencies in the consumer-brand relationship. In fact, 81% of UK consumers say trust influences their purchasing decisions, and 66% actively avoid buying from brands they don’t trust. Yet trust is slipping with 67% feeling less loyal to brands than they did just two years ago. For brands, this shift isn’t just a warning sign, it’s a clear opportunity to rebuild trust and reconnect with audiences in more meaningful, authentic ways. 

That’s where OOH comes into play. Compared to digital and radio, OOH is ranked as the most trusted media channel. Whether it’s a billboard, a bus shelter or a digital screen, OOH is tangible, public, and credible – a far cry from digital ads that can easily be manipulated with one click. OOH is particularly strong at driving trust among more sceptical Gen Z audiences. 

And when a brand is displayed on OOH? Talon Benchmarks show that the medium promotes the ideas of trust more than any other: 

• +7% perceptions of the brand 

• +4% trust the claim 

• +5% in consideration 

(Sustainable) Sustainability is More Than a Statement 

And the trust issues don’t stop there. Consumer trust in sustainability claims is also declining. Only 1 in 4 consumers take ESG claims at face value, and 54% say they would stop buying from brands they believe are misleading. 

Today, authenticity and transparency around sustainability initiatives aren’t just a “nice-to-have,” they’re essential. For both brands and consumers, building genuine trust in this space is now a critical business priority. 

Sustainability matters and it’s here to stay – influencing purchasing decisions and lifestyle choices. 78% of consumers want to lead more sustainable lives, 55% are willing to pay more for eco-friendly brands and 51% avoid products that they know are bad for the environment. And this sentiment extends to the media that they consume. 

So, how can brands align? With OOH, of course. 

OOH not only drives effectiveness – it also enables brands to contribute positively to communities and the environment. According to Outsmart, 46p of every £1 spent on OOH goes back into public infrastructure. It’s also a more sustainable ad platform, accounting for just 3.3% of the UK’s total ad power consumption and less than 3.5% of the UK’s ad carbon footprint. 

This summer, turn “meh” into memorable with OOH. 

Whether it’s driving relevance, sparking emotional connections, or building trust, OOH offers a powerful, proven way to stand out in a crowded landscape. 

So, if you want to be part of the meaningful summer moments that stick, it’s time to think outside. 

In collaboration with our clients, agencies and media partners, Talon proudly took home 10 awards at this year’s Outdoor Media Awards – including the coveted Grand Prix. 

Hosted by Bauer Media Outdoor UK in collaboration with Campaign UK, the Outdoor Media Awards celebrate the best in Out of Home (OOH) advertising. 

Grand Prix & Brand Building – Gold

British Airways: Originals (with MG OMD, Uncommon Creative Studio & Artbot)  

As the national flag carrier, British Airways set out to redefine what it means to represent modern Britain on the global stage – by championing originality as the nation’s standout quality. 

Through UK-wide research and intimate focus groups, BA’s unique advantage was uncovered: unforgettable, deeply personal service moments that linger in travellers’ memories. Building on the theme of originality, this year’s campaign celebrated the journeys that shape who we are – past, present, and future.

Installation & Experience – Gold 

Specsavers: This Van Driver Should’ve Gone to Specsavers (with Specsavers Creative, MGOMD, Grand Visual & Ann Squared Events)  

Specsavers made “Should’ve” unmissable with an execution that made them the talk of the town.  

The solution tapped into an established media channel, putting innovation and creativity at the heart, whilst rooted in everything that makes Should’ve successful, a simple, relatable idea.  Specsavers pushed the boundaries of OOH with this parking fail – a Specsavers van stuck on a bollard! 

Tech Innovation – Gold 

Quaker Oats: Share the warmth (with PepsiCo, OMD, Uncommon Creative Studi, Grand Visual & Field Day London)  

Quaker Oats shared the warmth across the nation by helping to ensure access to a warm and nutritious breakfast for families across the UK this winter – in a way that is intrinsic to the brand itself.   

Quaker effectively used different OOH capabilities to drive awareness of the issue of child food insecurity & its charity partnerships with attention grabbing 48s and leveraged interactive & dynamic capabilities to offer consumers real value through contextually relevant coupons based on UK weather/average temperatures. 

Cross Channel – Gold  

Doritos: Extra Flamin’ Hot (with PepsiCo, OMD, Grand Visual, Sips & Bites & YouTube)  

Doritos Extra Flamin’ Hot ignited a cross-channel storm, making sweat fashionable across digital, OOH, PR, and socials. 

Ashley Roberts fronted high-impact luxury-style OOH, amplified by Europe’s first sweating billboard, a multi-sensory PR stunt that fueled headlines. YouTube’s emotional targeting placed us in peak sensory moments, while Jungle FourNine’s viral spice challenge drove engagement through real-time reactions. Fashion magazine hijacks and influencer content kept the fire burning.   

From streets to screens, Doritos turned heat into a cultural moment. HOT COUTURE. Eat the Heat. And own the sweat. 

National Social Impact – Gold & Community Social Impact – Silver 

Bowel Cancer UK: Tell your GP instead (with Yonder Media, Nice and Serious & Claremont) 

Bowel cancer is the UK’s second biggest cancer killer. With early detection many lives can be saved, but not enough people are aware of the symptoms, are embarrassed to talk about their bowel habits or go and see their GP about it. 

Using NHS screening data, the most at-risk groups were identified to understand barriers to taking action. By leveraging trusted media and layering NHS, ONS, YouGov and media research data, the campaign was precisely tailored to reach and impact key local communities. 

Running multi-lingual copy, the campaign reached ethnic audiences and surrounded the conversations online to make sure people didn’t self-diagnose a gut health problem. This innovative approach has now been adopted by multiple NHS trusts on campaigns for bowel and other types of cancer, where public knowledge of symptoms is key to early detection. 

Cross Format – Silver 

Uber: Trains, now on Uber 2.0 (with Mother London, PHD & Artbot)  

“Trains, now on Uber 2.0” leveraged OOH’s power when combined with other channels to disrupt ingrained travel habits and establish Uber Trains as a compelling alternative for rail users. With a high-impact presence in London, Manchester and Birmingham, the campaign dominated terminals.    

Strategically integrating six OOH formats and multiple channels, including Print, BVOD and Digital, the campaign created an immersive presence designed to drive awareness and consideration. By reaching commuters in the moments that mattered, Uber successfully captured attention and sparked action, with a significant uplift in brand awareness and strong engagement from Uber users in a competitive category. 

Visual Craft – Bronze 

Lidl: Lidl Jacket (with OMD, Accenture Song, Coolr & The Romans)  

Lidl has built a loyal customer base that seeks both quality and value for money. When their iconic brand colours surfaced in Berghaus’s new collection, Lidl seized the opportunity to highlight the striking visual and financial contrast. This not only underscored Lidl’s commitment to delivering great quality and value but also allowed us to drive brand association with another brand’s extensive and compelling ad campaign at a fraction of the cost. 

Brand Building – Bronze 

Uber: Making Local Contextual (with Mother London, PHD & Grand Visual) 

Uber used OOH to transform its brand presence in the north of England, where it was less established. Across 14 towns and cities, geo-targeted ads made Uber feel hyper-relevant, real-time ETAs at key pick-up points, bespoke murals celebrating local culture, and Uber-branded beer mats in pubs. 

This sustained investment in location-specific creative increased awareness, consideration, and adoption. By consistently showing up in the right places with messaging tailored to northern audiences, Uber turned from an overlooked service into a trusted, go-to option, showcasing its commitment to long-term brand building through smart, localised OOH. 

View the full list of winners here. 

Friday 6^th June 2025 Eric Newnham, Talon Founder, has been awarded the Lifetime Achievement Award by the World Out of Home Organization, recognising his influential five-decade career and lasting impact on the Out of Home (OOH) industry. The honour celebrates Eric’s pivotal role in shaping the global OOH landscape and his contributions to industry growth and innovation.

In 2012, after a brief break, Eric returned to the OOH industry with Talon. Under his leadership, the once-small agency grew into a global OOH powerhouse, known for its innovation and independent spirit. Alongside Talon, Eric co-founded Ballpark Ventures and has supported a number of digital and mobile start-ups, bringing fresh ideas and tech-led thinking into the OOH space. Whether building businesses or embracing new technology, Eric has consistently stayed ahead of the curve, helping to shape the future of the industry.

Beyond his professional achievements, Eric has always believed in giving back – both through charitable fundraising and by embedding a strong sense of purpose into Talon’s culture. Under his leadership, the company has donated over £2 million to good causes. A passionate adventure cyclist, Eric regularly takes on endurance rides for charity, most recently participating in a charity cycle ride across Africa, covering four countries in four days. The event raised £447,876 for The Truants Foundation.  

Eric’s career has been shaped by a people-first approach, building successful businesses by focusing on talent, innovation, and doing things the right way. From his early days in the mailroom to leading a global OOH agency, his legacy is defined by his vision, resilience, and instinct for seizing opportunities others might overlook, always pushing the industry forward.

His impact on OOH is best captured by those who’ve worked alongside him:

“Eric is not just a business leader; he is a pioneer whose impact on the sector is unparalleled. His legacy is one of growth, innovation, and an unrelenting drive to succeed.”  

Jeremy Male, Strategic Advisor, Former CEO Outfront

“To me, Eric is a colossal force of nature – relentless in his energy, positivity and thirst for life. A true inspiration.”

James Copley, UK & Ireland Chair – Talon

“Eric’s legacy isn’t just in the businesses he has built but in the culture of innovation, ambition, and generosity he has fostered. The industry is better because of him, and his impact will be felt for generations to come.” 

Sarah Parkes, Managing Partner – Talon International Network & Grand Visual

On behalf of everyone at Talon, we’d like to congratulate Eric – our visionary founder, inspiring mentor, and great friend.

Partnership formed through Male Media LLC, Male’s strategic advisory firm.

New York – June 4^th 2025 – Talon, the leading independent global Out of Home (OOH) agency, today announced that it has appointed Male Media LLC, the advisory and investment vehicle created by Jeremy Male, to provide strategic advice and support to further drive Talon’s continued expansion and innovation across its U.S. operations. Through this collaboration, Male will work closely with Talon in a senior advisory capacity, bringing decades of leadership experience in global media and OOH. 

Male brings over two decades of experience, leading and transforming some of the world’s most prominent OOH companies. As Chairman and CEO of OUTFRONT Media from 2013-2025, he oversaw the company’s growth, including its successful IPO and strategic positioning as a leader in the North American OOH market. Prior to that, he served as a Board member and CEO for the UK and Northern Europe at JCDecaux where he played a pivotal role in expanding the company’s presence and market share during his 13-year tenure. Male has also been an active board member of the World Out of Home Organization (WOO), where he has contributed to the evolution and global advancement of the OOH industry. 

“Bringing Jeremy’s knowledge and expertise together with Talon is hugely exciting for us” said Sue Frogley, Global CEO of Talon. “He’s one of the most respected and accomplished leaders in the global OOH space, and this partnership highlights our strong momentum and visionary approach. With Jeremy supporting Ryan Laul, CEO of Talon Americas, who has already done a phenomenal job leading our U.S. business, we’re doubling down on the kind of high-caliber leadership and strategy initiatives that will shape the future of OOH and Talon.” 

“Talon has consistently redefined what’s possible in OOH, blending media, creativity, data and technology in a way that truly sets it apart,” Jeremy Male commented. “The U.S. market holds enormous potential, and with Talon’s forward-thinking approach, there’s a real opportunity to forge the next chapter of growth and innovation in OOH. I’m especially looking forward to working with Ryan and the Executive team to help unlock new value for clients and drive the evolution in this dynamic and powerful medium.” 

This news builds on Talon’s recent European growth, including the acquisition of OOH Masters in The Netherlands and the launch of operations in Belgium, further strengthening its global leadership in OOH. 

Along with our incredible agencies and partners, Talon has been shortlisted for 15 awards across 9 categories at the Outdoor Media Awards. 

Uber: Trains, now on Uber 2.0 (with Mother London, PHD & Artbot) 

“Trains, now on Uber 2.0” leveraged OOH’s power when combined with other channels to disrupt ingrained travel habits and establish Uber Trains as a compelling alternative for rail users. With a high-impact presence in London, Manchester and Birmingham, the campaign dominated terminals.   

Strategically integrating six OOH formats and multiple channels, including Print, BVOD and Digital, the campaign created an immersive presence designed to drive awareness and consideration. By reaching commuters in the moments that mattered, Uber successfully captured attention and sparked action, with a significant uplift in brand awareness and strong engagement from Uber users in a competitive category. 

Shortlisted: Cross-Format Award & Cross-Channel Award 

Uber: Making Local Contextual (with Mother London, PHD & Grand Visual) 

Uber used OOH to transform its brand presence in the north of England, where it was less established. Across 14 towns and cities, geo-targeted ads made Uber feel hyper-relevant, real-time ETAs at key pick-up points, bespoke murals celebrating local culture, and Uber-branded beer mats in pubs.

This sustained investment in location-specific creative increased awareness, consideration, and adoption. By consistently showing up in the right places with messaging tailored to northern audiences, Uber turned from an overlooked service into a trusted, go-to option, showcasing its commitment to long-term brand building through smart, localised OOH. 

Shortlisted: Brand Building Award 

Bowel Cancer UK: Tell your GP instead (with Yonder Media, Nice and Serious & Claremont) 

Bowel cancer is the UK’s second biggest cancer killer. With early detection many lives can be saved, but not enough people are aware of the symptoms, are embarrassed to talk about their bowel habits or go and see their GP about it.  

Using NHS screening data, the most at-risk groups were identified to understand barriers to taking action. By leveraging trusted media and layering NHS, ONS, YouGov and media research data, the campaign was precisely tailored to reach and impact key local communities. 

Running multi-lingual copy, the campaign reached ethnic audiences and surrounded the conversations online to make sure people didn’t self-diagnose a gut health problem. This innovative approach has now been adopted by multiple NHS trusts on campaigns for bowel and other types of cancer, where public knowledge of symptoms is key to early detection. 

Shortlisted: Community Social Impact & National Social Impact 

British Heart Foundation: ‘Til I died (with Saatchi & Saatchi, PHD, Grand Visual & Mural Republic) 

“Til I Died” was a powerful campaign from the British Heart Foundation, created to confront a devastating truth: every week, 12 people under 35 in the UK die from sudden cardiac death. 

To mark the start of UEFA Euro 2024, BHF and Saatchi & Saatchi honoured 12 young football fans who tragically lost their lives by unveiling striking murals in their memory – each one a stark reminder of lives cut short and the urgent need for awareness. The campaign resonated deeply with the public, sparking national conversation and earning a spot on BBC Breakfast. 

Shortlisted: Visual Craft 

Lidl: Lidl Jacket (with OMD, Accenture Song, Coolr & The Romans) 

Lidl has built a loyal customer base that seeks both quality and value for money. When their iconic brand colours surfaced in Berghaus’s new collection, Lidl seized the opportunity to highlight the striking visual and financial contrast. This not only underscored Lidl’s commitment to delivering great quality and value but also allowed us to drive brand association with another brand’s extensive and compelling ad campaign at a fraction of the cost. 

Shortlisted: Visual Craft 

Lotto: Will you be next? (with Allwyn, Hearts&Science & Grand Visual) 

Will you be the next UK millionaire? We made the whole of Great Britain feel like they might be next, with an unmissable and inclusive launch that drove talkability, engagement and consideration to play.  

As a result, buzz, attention and ad awareness hit a 12-month high, and we increased consideration to play with our growth audience. Anyone can be a millionaire with Lotto, you must be in it to win it! 

Shortlisted: Brand Building 

giffgaff: Pioneering Sustainable Impact (with MGOMD & OnDevice)

giffgaff’s sustainable OOH campaign increased brand awareness and website visits whilst connecting brand intent to online behaviour. It provided a unified view of how intentions lead to actions, all with sustainability at the core of the planning strategy. 

Shortlisted: New Approach 

Quaker Oats: Share the warmth (with PepsiCo, OMD, Uncommon Creative Studi, Grand Visual & Field Day London) 

Quaker Oats shared the warmth across the nation by helping to ensure access to a warm and nutritious breakfast for families across the UK this winter – in a way that is intrinsic to the brand itself.  

Quaker effectively used different OOH capabilities to drive awareness of the issue of child food insecurity & its charity partnerships with attention grabbing 48s and leveraged interactive & dynamic capabilities to offer consumers real value through contextually relevant coupons based on UK weather/average temperatures. 

Shortlisted: Tech Innovation 

Lenovo: Capture your aura (with Goodstuff, Assembly Global, Grand Visual, TBA & Zeno) 

Lenovo’s Yoga Slim 7i Aura Edition redefined OOH advertising through a groundbreaking fusion of biometric data and projection mapping.  

In a first-of-its-kind activation, Lenovo transformed London’s skyline into a dynamic canvas, turning real-time aura readings from influencers into stunning visual projections. This disruptive spectacle showcased Lenovo’s innovation, stealing attention from competitors while delivering an unforgettable brand experience.  OOH advertising. 

Shortlisted: Tech Innovation 

Doritos: Extra Flamin’ Hot (with PepsiCo, OMD, Grand Visual, Sips & Bites & YouTube) 

Doritos Extra Flamin’ Hot ignited a cross-channel storm, making sweat fashionable across digital, OOH, PR, and social.  

Ashley Roberts fronted high-impact luxury-style OOH, amplified by Europe’s first sweating billboard, a multi-sensory PR stunt that fueled headlines. YouTube’s emotional targeting placed us in peak sensory moments, while Jungle FourNine’s viral spice challenge drove engagement through real-time reactions. Fashion magazine hijacks and influencer content kept the fire burning.  

From streets to screens, Doritos turned heat into a cultural moment. HOT COUTURE. Eat the Heat. And own the sweat. 

Shortlisted: Cross-Channel 

McVitie’s Jaffa Cakes (with Pladis, MG OMD, Grand Visual, TBWA\London, Taylor Herring, Shopper, Capture & To Boldly Go)

Jaffa Cakes transformed its communications strategy to reverse its fortunes and reestablish the brand as a British icon. 

In 2024, the brand embraced a bold new behaviour: Unapologetically Jaffa. This empowered them to rewrite the rules, take a definitive stance on the iconic cake vs. biscuit debate, and launch a daring new flavour – Jaffa Cola Bottle. 

A collaborative effort across five agencies resulted in a consistent drumbeat of culturally resonant activations, amplified by high-impact media placements. 

Shortlisted: Cross-Channel 

British Airways: Originals (with MG OMD, Uncommon Creative Studio & Artbot) 

As the national flag carrier, British Airways set out to redefine what it means to represent modern Britain on the global stage – by championing originality as the nation’s standout quality.  

Through UK-wide research and intimate focus groups, BA’s unique advantage was uncovered: unforgettable, deeply personal service moments that linger in travellers’ memories. Building on the theme of originality, this year’s campaign celebrated the journeys that shape who we are – past, present, and future. 

Shortlisted: Brand Building 

Specsavers: This Van Driver Should’ve gone to Specsavers (with Specsavers Creative, MGOMD, Grand Visual & Ann Squared Events) 

Specsavers made “Should’ve” unmissable with an execution that made them the talk of the town. 

The solution tapped into an established media channel, putting innovation and creativity at the heart, whilst rooted in everything that makes Should’ve successful, a simple, relatable idea.  Specsavers pushed the boundaries of OOH with this parking fail – a Specsavers van stuck on a bollard!    

Shortlisted: Installation & Experience 

Congratulations to all our clients, agencies and partners who were shortlisted, and roll on June! View the full shortlist here.

London, UK – 8^th April, 2025 – Talon, the leading independent global Out of Home (OOH) agency, today announced plans to relocate its London offices into a new headquarters at 130 Shaftesbury Avenue, London W1, in response to the company’s significant growth. 

The new global headquarters will occupy 23,500sq ft across two floors, providing a modern workspace designed to support Talon’s expanding team. The office features various working zones, coworking and social areas, ensuring a balance between collaborative, creative spaces and quiet areas for focused work. 

Bringing together Talon, Evolve, and Grand Visual in one location, the new space enhances collaboration across the entire business and serves as a centralised hub for operations. This move marks the conclusion of Talon’s current leases at Rathbone Place and Frith Street.

Located on the border of Soho and Covent Garden, the office offers excellent connectivity and access to shopping, dining and cultural hotspots. Its proximity to key transport hubs like Tottenham Court Road and Leicester Square ensures convenient access for Talon’s growing team. 

Talon’s Global CEO, Sue Frogley, said: “This move is particularly meaningful for us as it brings our Talon, Evolve and Grand Visual teams together under one roof, remaining firmly in the heart of the West End where our journey began over a decade ago. Our new home is a significant upgrade for our people, designed to encourage creativity and collaboration, helping both us and our clients continue to grow and thrive in the industry we love.” 

The move follows a period of significant global expansion for Talon, which has built a robust international footprint with 15 offices in key cities across the UK, EMEA, North America, and Asia-Pacific. Following investment in 2022 from Equistone Partners Europe, Talon has accelerated its growth through strategic acquisitions such as Evolve and Grand Visual, as well as the development of proprietary tech platforms that have revolutionised OOH planning, buying, execution and measurement.