HEYLEN TO LEAD TALON’S EXPANSION IN BELGIUM AND LUXEMBOURG 

London – 14 May, 2025 – Talon, the leading independent global Out of Home (OOH) media agency, has appointed Steven Heylen as General Manager of Belgium and Luxembourg, marking the official launch of its operations in the Belgian market. 

This move follows the recent appointment of Cornelie Weller as Managing Director of Benelux, who joined Talon and its Dutch business, Out of Home Masters (OOHM), to drive strategic growth across the region. Heylen will report into Weller and will be responsible for establishing and growing Talon’s presence in Belgium and Luxembourg. 

Heylen is a seasoned leader with over 20 years of experience in the media and advertising industry. From 2022 to 2024, he served as the Senior Client Partner and Country Lead for Spotify Belgium, overseeing the company’s advertising operations in the region. Prior to this, Heylen was National Sales Director at JCDecaux from 2019 to 2022 and has also held a similar position at Metro Belgium for several years. In 2024, he expanded his industry influence by joining the Board of Directors at CommPass, contributing to the advancement of media and communication professionals in Belgium. 

Steven Heylen said: “After a rewarding few years in audio, I cannot wait to dive back into the OOH sector which has always been close to my heart. It’s an incredibly exciting time for the industry and Talon is at the forefront of this, so it’s an honour to lead our growth in Belgium and Luxembourg. Together with Cornelie, I believe we can achieve great things for our people and our clients, and I can’t wait to get started.” 

With Heylen’s local expertise and Talon’s international capabilities, the company aims to bring a new level of innovation and value to advertisers in the Belgian and Luxembourg market. 

Commenting on the appointments, Talon Global CEO, Sue Frogley, said: “Steven’s appointment marks a pivotal moment for Talon as we expand into Belgium and Luxembourg and further strengthen our footprint in the Benelux region. His deep local knowledge, commercial acumen and passion for OOH make him the perfect choice to lead this next chapter. With Steven on the ground and Cornelie guiding the broader regional strategy, we are well-positioned to bring fresh thinking, operational excellence, and creative impact to more clients across Europe.” 

This launch builds on Talon’s acquisition of Out of Home Masters in the Netherlands earlier this year and reinforces the company’s strategic ambition to scale its global footprint and cement its position as the world’s leading Out of Home advertising specialist.