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This June, Talon and Grand Visual are supporting the #RightTalent initiative at Cannes.  #RightTalent is sending 11 young people to attend the Cannes Lions International Festival of Creativity as part of its mission to call for more diversity, equity and inclusion at the annual gathering.

#RightTalent is led by Digilearning, an official partner of Cannes Lions’ Equity, Representation and Accessibility programme.

Digilearning is a charity that helps young people find fulfilling careers in the digital and creative industries. They are working with four other organisations on the #RightTalent scheme. They are: The Amos Bursary, Mobo Trust/Mobolise, the Rio Ferdinand Foundation and The Marketing Academy Foundation.

#RightTalent is calling on the industry to “walk to talk” when it comes to diversity by providing mentors, pathways to job roles such as work experience and offering jobs to young talent from under-represented backgrounds.

Talon and Grand Visual have pledged our support alongside companies including Accenture and VaynerMedia.

The 11 candidates chosen to attend Cannes Lions will take part in a leadership acceleration programme. At the festival itself, the young talent will meet senior leaders through attending panels, mentoring sessions and roundtables featuring organisations that are supporting #RightTalent.

Other training includes an online bootcamp before the festival that provides tips and advice on confidence, networking and what to expect at Cannes Lions.Top of Form

Read The Media Leader to find out more.

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Talon MENA’s Head of Marketing Rezarta Bytyci attended The Web Summit in Doha, below she shares her key takeaways from the event 

The Web Summit is the world’s largest technology conference, inaugurating its first Doha edition a few weeks ago. It signals a significant prioritization of the further development of digitalization, AI, and Start-Ups in the MENA region, involving several industries in the public and private sectors and the overall evolution of the market.   

The event hosted over 15,000 with attendees from 118 countries and Talon MENA was part of it. We attended a selection of great talks and panels, starting with the opening night whereby His Excellency Sheikh Mohammed bin Abdulrahman Al Thani, the State of Qatar’s Prime Minister and Minister of Foreign Affairs addressed the Centre Stage audience on Opening Night and announced a substantial USD 1 Billion investment fund for start-ups in Qatar inviting entrepreneurs from the region and worldwide to the country.  

Among the 148 partners exhibiting on the event floor, we connected with our industry friends at Amazon, Snapchat, Invest Qatar, Qatar Airways, and more. 

AI and Digital Policy 

AI was one of the main topics covered throughout the summit, with several panel discussions that repeatedly highlighted the importance of AI being a tool for improvement rather than replacement. Many marketers already find AI helpful as a tool for various processes, and it is imperative to include it in our lives correctly and cautiously. We attended an exciting panel on AI and digital policies in the region where they discussed that incorporating digital policies will have to be built upon culture, history and language. We couldn’t agree more with our experience of how the MENA region differentiates from other markets. 

Transparency and accountability in the development of AI are key. As Basma Ammari, Director of Public Policy at META (MENA), stated, “transparency builds trust and gives people the level of control of what they see in technology.”  

Lars Gehrmann, Chief Digital Officer at Qatar Insurance Group, was confident that “AI is here to stay” and that it solves our current problem of overworking employees. He highlights that employees are being paid to think, so they are essential to using AI. 

The Websummit had a dedicated stage, the Panda Conference, for marketing panels on the ever-evolving topic of customer data and consumer habits in MENA. 

The panel discussion about “The consumer landscape of the Middle East” with the panellists Mai Salama from Creative Industry Summit, Abeer Alessa from The Bold Group, KSA and ANNA Germanos from META laid out a good understanding of consumer behaviour in the region. Smartphone penetration in the Middle East is at 90%. However, the online experience does not take away from any physical activities; in fact, there is a “fluid experience between offline and online for consumers whereby data helps customizing content and creating immersive experiences and leading to user-generated content, too”, as Abeer explained. Abeer also encouraged the industry to invest in AI to stay ahead. 

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The revolution of AI was a consistent topic throughout the summit, whereby several industry experts mentioned its role and what it means for marketing. Concerns such as; will AI be dangerous while we rely too much on it? How can it be regulated? Can it replace human beings? 

AI will create many jobs that don’t exist yet… “it reminds me of WPP 20 years ago when we didn’t have social media managers, influencer managers, e-commerce writers or programmatic managers, … there will be different types of jobs and different types of people to manage the AI technology.” 

At Talon MENA, we are excited to see the region move towards developing data technology in the advertising space. We are interested in customizing ads and content for which many new tools are being developed. Developing infrastructure and a visionary road to digitalization of the region sounds very promising; we ensure we are a continuous part of these developments in the region and emphasize the consistent growth of OOH to keep in line with global standards. 

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BBC Studios uses the power of Creative Out of Home to create a Gladiators immersive experience in Manchester with Talon and Grand Visual 

The BBC, with global independent Out of Home (OOH) agency Talon and its award-winning OOH production arm, Grand Visual, has brought the Gladiator experience to Manchester’s Trafford Centre in The Gladiators Inflatable Duel.

The experiential activation, which took place on Saturday 9th of March, featured an inflatable immersive experience for nine hours to stir excitement around the highly anticipated semi-finals and finals of the iconic television show. As part of the experience, shoppers at The Trafford Centre were invited to experience a part of the show and engage with the cast themselves by taking part in two to three rounds of battles.

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Leveraging Talon’s expertise in outdoor media, Grand Visual’s world class creative experience and BBC’s unrivalled entertainment legacy, this execution gave audiences the opportunity to experience the adrenaline-filled world of Gladiators action and competition for themselves.

Gladiators returned to screens for the first time this year since 2008 and has reignited fresh enthusiasm for the ultimate test of strength and speed with 9.8 million viewers tuning in to the first episode of the new series. The next generation of Gladiators has proven particularly popular with the younger audience, with 1.9m under 15s tuning in to episode one.

To support the activation, Talon planned a Digital Out of Home campaign that took over the shopping centre to drive consumers to the activity. The creative focused particularly on capturing the attention of Gladiators’ core demographic of 16-34-year-olds, designed to entice them to the adrenaline-pumped atmosphere of the replica Gladiator arena, transporting viewers into the heart of action.

Jay Young, Managing Director at Grand Visual, part of Talon, comments: “We were thrilled to partner with BBC Studios to bring the exhilarating world of Gladiators to Manchester. Through creative use of the Digital Out of Home screens positioned  throughout the centre, we drove excited crowds to put their strength to the test. Audience appetite for in-person events is fully back in swing, and this presents an exciting opportunity for brands to experiment with new ways to engage with audiences.”

Niki Carr, Senior Head of Marketing at BBC, said: “Gladiators holds a special place in people’s hearts. Talon and Grand Visual helped us bring the experience to life, creating ways for people to enjoy and interact with the show, generating excitement around the Semi final and Grand Finale. This collaboration demonstrates the power of creativity to captivate audiences and drive engagement. We were thrilled to bring such a fun experience to the Trafford Centre and loved watching our audience battling it out!”

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Credits:

Client: BBC 

Advertising Agency: BBC Creative  

Associate Mx Director: Debbie Yuen 

Planning Manager: Pegi Jones  

Planner: Lucy Lyth  

Business Director: Sandra Hernadez  

Senior Client Manager: Georgia Harrison 

Senior Producer: Fran Betts 

Media Company: Havas 

Production Company: Ann Squared 

Production Manager: Charlotte Boag 

Event Producer: Caroline Osbourne 

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Camille Uzan Promoted to Head of Planning and Operations

In an exciting development at Talon International, we are pleased to announce the promotion of Camille Uzan from Business Director to Head of Planning and Operations. This promotion is a testament to Talon International’s commitment to bolstering our operational excellence and planning capabilities across our global network. 

Talon International are at the forefront of the global OOH industry, experiencing robust growth from not only our UK based international clients but also from Talon offices in the US, Germany, Ireland, Dubai and Singapore who are all experiencing an increase in international, multi market requirements from local clients. Our ability to cater to the increasing demand from our clients around the world is a testament to the strength and leadership of our team. As we build on this success, the role of planning and operational excellence is increasingly important.  

Camille’s new role is designed to harness her exceptional skills and deep industry knowledge to nurture key client and agency relationships and drive the development of key processes. These processes will ensure Talon International continue to plan, buy, and execute efficient and effective global OOH campaigns.   

Adrian Skelton, Managing Partner – International, said: “OOH is evolving at pace across the globe, with growth being driven by technology, creativity, and innovation. Camille’s knowledge, passion, and enthusiasm for international OOH will ensure our standards for best practice continue to evolve across the ever-changing international OOH landscape.   

Camille’s promotion reflects Talon International’s dedication to excellence and innovation in the OOH sector. Her experience and commitment to delivering results will play a pivotal role in enhancing our operational and planning strategies, ensuring we stay ahead and continue to deliver excellent business outcomes for our clients.”  

Talon International serves as a centralised hub connecting over 20 Talon and partner offices around the world, enabling us to plan, buy and execute client campaigns in over 100 markets worldwide. 

Talon, the independent Out of Home (OOH) agency, in partnership with SMP Group, has expanded its sustainable solution for classic OOH campaigns. As part of its commitment to a greener and more sustainable future, Talon is now printing all classic roadside 6 sheet, 48 sheet, and 96 sheet campaigns for clients through SMP on 100% recycled paper as standard. Following the successful launch of 100% recycled 6 sheets in 2022 defaulting to recycled printing is a natural progression to support sustainable OOH production.  

Sustainable Partnerships: Talon & SMP’s Green OOH Solution

SMP Group is a pioneer in bringing to market 100% recycled material that is also recyclable, with one of the lowest carbon emissions in the OOH industry. They use FSC approved material, water-based inks, and an energy-efficient manufacturing facility that uses renewable energy through the recent installation of solar panels. The newly improved paper has been tested side by side with standard paper and has been found to be of high quality, with no discernible difference in appearance day or night. The 100% recycled paper is recyclable, and clients will be offered an opt-out if they would prefer to use standard 30% recycled paper. 

Luke Willbourn, Managing Director – UK at Talon, said, “At Talon, we take our responsibility for the planet seriously and are driving sustainability initiatives internally and across the OOH industry. We are pleased to expand our use of recycled paper as standard for the classic 6, 48, and 96 sheet campaigns we plan, a development that puts both us and our clients on track to a sustainable future.” 

Bradley Slade, Group Managing Director at SMP, said, “As a sustainable manufacturing business one of the key pillars we work to is reducing our environmental impact. We have worked hard to deliver sustainable products and best practice to improve the products we deliver for our clients. Through investment in technology, research, development, and innovation – we are proud to have delivered 100% recycled material for Out of Home advertising and crucially, still ensuring quality assurance in this high-profile medium.”  

Talon Earns IPA Effectiveness Accreditation 2023

Talon is pleased to announce that it has once again achieved the prestigious IPA Effectiveness Accreditation. The IPA launched its inaugural IPA Effectiveness Accreditation in 2021 and signals an outstanding commitment to putting effectiveness at the heart of your agency and being true partners of growth.

This year, Talon is among the select group of 30 agencies to receive this esteemed recognition which marks a significant milestone and is a testament to the fact that effectiveness is ingrained into the very essence of our agency. WE’RE MORE CREATIVE, EFFECTIVE, MEASURABLE, THAN EVER BEFORE and we’re proud to continue delivering great value for our clients whilst inspiring others and looking after our planet. Our dedicated teams hard work is truly commendable, and we couldn’t be prouder!

Luke Willbourn, UK Managing Director commented: “We’re once again extremely proud to receive the IPA Effectiveness Accreditation, a testament to our unwavering commitment to prioritising effectiveness at Talon. Our dedication to achieving exceptional client outcomes and advancing effectiveness within the realm of OOH remains stronger than ever.”


Emily Alcorn, Head of Effectiveness added: “At Talon we are constantly trying to understand and measure what success looks like for our business and importantly our clients. Retaining IPA effectiveness accreditation is an endorsement that we are delivering on our core values to drive innovation in the market, champion creativity and to build a responsible evidence-based economy in OOH.”


Talon’s Atlas Shortlisted for Digiday Tech Award

Talon is delighted to share that Atlas, our automated digital OOH buying platform which enables advertisers to access premium OOH inventory across multiple markets and formats via integrations with leading supply-side platforms (SSPs) has been shortlisted for the Best Buy-Side Programmatic Platform award in the Digiday Technology Awards.

The Digiday Technology Awards recognise the technology modernising media and marketing. Additional technology categories include Best AI Tool, Best Content Management System, Best CRM Platform, Best Content Marketing Platform, Best Customer Data Platform, and Best In-Store Technology.

When compared to traditional OOH planning, Atlas effectively drives 2.3x more uplifts in Brand Preference and 1.6x stronger uplifts in Purchase Intent. Atlas further drives the bottom funnel metrics that are normally associated with digital and social media advertising, seeing 2.6x stronger uplifts in Purchase Intent when compared to social media. Average uplifts across Atlas campaigns in Brand Preference have seen a year-on-year increase of +78%, highlighting how Talon Tech evolves and improves each year​.

Nicola Fox, Head of Programmatic, said “This nomination showcases the innovative use of Atlas, which aims to redefine the Programmatic Digital Out of Home (prOOH) landscape. It’s the only audience-first OOH DSP, utilising bespoke audience targeting from Talon’s DMP Ada to enable both real-time bidding and open direct routes to market. This has enabled optimisation for every campaign against multiple factors including audience, price, goal, and time”. The Digiday Technology Awards winners will be announced on Tuesday, 29th August 2023.