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. 

In a world where attention is fleeting and every second counts, creative effectiveness is no longer a nice-to-have—it’s a necessity. That’s why we’re (re)introducing Trax, Talon’s proprietary Out-of-Home (OOH) creative testing platform, built to ensure your campaigns don’t just show up—they stand out.

WHY TRAX?

Creative is one of the most powerful levers in campaign performance. Yet, our years of testing show that brand logos are only noticed 44% of the time. Trax is here to change that.

Designed specifically for OOH, Trax helps media agencies and brands optimise creative before it hits the streets—ensuring your message lands with impact.

WHAT TRAX DELIVERS

1. Real Human Attention Analysis

Trax uses advanced visual testing to understand how real people engage with your creative. It identifies what captures attention—and what doesn’t.

2. Three Core Testing Metrics

• Heat Mapping: Visualises where attention is focused.
• Gaze Sequence: Reveals the order in which elements are seen.
• Hotspots: Highlights key areas of visibility and engagement.

3. Benchmarking that Matters

Your creative is measured against a database of 700+ OOH ads, giving you clear context on how your work stacks up within your category.

4. Actionable Optimisation

Within just two working days, you’ll receive a detailed report with insights and recommendations—so you can refine your creative and maximise impact before launch.

THE BOTTOM LINE

Trax bridges the gap between creative effectiveness and media planning. It’s fast, focused, and built for results—helping you deliver campaigns that cut through the noise and connect with audiences.

To learn more about TRAX or to test your creative, get in contact with marketing-ie@talonoutdoor.com

Summer. It’s the season when audiences break routines, spend more time outside, and engage with the world in more spontaneous, emotional, and personal ways.

And that’s exactly what makes PrOOH a perfect match for summer – built to capture those fast, fleeting micro-moments that matter. As covered in our recent piece “All Eyes on OOH”, the summer months offer OOH advertisers the perfect storm of conditions: longer evenings, bigger crowds, and people actively seeking experiences outside of the home, whether it’s attending a music festival, enjoying a beach day, or heading off on a staycation.

But while classic OOH delivers unmatched scale and impact, PrOOH is the agile extension that allows brands to show up in contextual, in-the-moment ways, owning those small but powerful micro-moments that are embedded into consumers everyday lives.

WHAT ARE SUMMER MICRO-MOMENTS?

They’re the real-life, real-time cues that shape consumer intent, and influence decision-making in seconds. Micro-moments are situational, emotional, and highly time sensitive. They’re not media moments, they’re life moments, and they happen constantly during the summer.

For example:

It’s 26˚ and Ireland’s melting – Trigger SPF, cold drinks or ice cream ads near parks, city centres and transport hubs.

Kick-offs in one hour – Serve live-betting odds at pubs or train stations.

Sudden showers in Dublin? – Flip creative to promote delivery services or rain-ready fashion near retail environments.

6am flight check-ins – Push coffee, breakfast or caffeine-boosted product ads along airport travel routes.

Post-festival recovery day – Serve ads for food delivery, wellness products near drop off points or on large-format roadside.

Unexpected beach days – Run real-time updates for sunglasses or beach snacks near convenience stores.

These aren’t the moments you can plan for six-months in advance, they’re the kind you need to react to, not wait for. That’s why PrOOH works, because it allows brands to move at the speed of the season, reacting in real-time with messaging that feels in-sync with consumers’ lives.

WHY MICRO-MOMENTS MATTER

They’re more engaging: Contextually relevant ads are significantly more effective at capturing attention. Neuroscience research shows a +32% increase in brain response when content is aligned with the moment, and +48% effectiveness compared to campaigns that don’t use contextual messaging.

They cut through the noise: With attention spans down 68% since 2012, it’s harder than ever to make an impression. Micro-moment targeting helps to combat ad fatigue. In fact, Talon benchmarks show that contextual OOH campaigns deliver +63% uplift in consideration and +57% in spontaneous ad awareness compared to broader OOH activity.

They drive action: When an ad feels immediate and relevant, it resonates. Programmatic campaigns delivered through our DSP, Optimise, show a 2x increase in purchase intent, are 15% more aligned with lifestyle relevance, and are 4x more likely to drive consideration.

COMPLIMENTS, NOT COMPROMISES

We know we say this all the time, but let’s be clear: PrOOH isn’t here to replace classic OOH, it’s the perfect partner.

Classic OOH delivers unmissable brand presence at scale. It builds fame, trust, and cultural relevance. PrOOH adds the layer of flexibility modern campaigns need, allowing teams to adapt messaging, respond to events, and target specific moments without sacrificing the creative impact of the wider campaign.

For agency teams managing integrated plans, PrOOH offers the tactical agility to complement big brand ideas. Used together, classic OOH and PrOOH unlock the full power of the channel, high-impact storytelling combined with real-time contextual relevance. That’s not a compromise; it’s a summer strategy that works harder on every level.

Summer is unpredictable, and in that unpredictability lies opportunity.

Programmatic OOH (PrOOH) is built for these kinds of everyday moments, agile, adaptable, and built for long-term impact. Paired with the scale of classic OOH, it allows brands to not only be seen, but to be relevant right now.

So, whether you’re looking to drive footfall, boost last-minute bookings, or simply stay top-of-mind during key seasonal occasions, don’t just plan for summer, own it, moment, by micro-moment.

Reach out to our team or visit https://talonooh.com/programmatic-ooh-advertising/ to learn more about Programmatic OOH.

PUTTING DATA, INSIGHTS, AND OUTCOMES AT THE HEART OF OUT OF HOME (OOH)

In a rapidly evolving OOH landscape where attention, accountability, and effectiveness are paramount, we are (re) launching Talon’s Effectiveness Unit – placing data, insights and measurable outcomes at the heart of everything we do.

This move goes beyond a structural refresh; it’s a strategic commitment to redefining how OOH proves its value in an omnichannel world. Our aim is to foster more meaningful, data-led conversations around effectiveness.

With new and upgraded tools, a clear framework, and a sharper strategic focus, our reimagined Effectiveness Unit is built to work closely with our clients, translating data into powerful, practical outcomes.

Our ambition is to strengthen our role as a leader in effective media planning and performance.

OUR EFFECTIVENESS FRAMEWORK: FOUR PILLARS DRIVING SMARTER OUTCOMES

At the heart of our refreshed offering are four key pillars that shape our approach:

• Campaign performance: measuring real outcomes, not just reach.
• Actionable insights: delivering data that informs smarter, faster decisions.
• OOH’s role in the media ecosystem: verifying where and how OOH drives value alongside other channels.
• Thought leadership: shaping the conversation on how to use the medium most effectively.

Together, these pillars support our wider mission to make effectiveness not just a metric — but a mindset.

POWERING A SMARTER APPROACH WITH THE RIGHT PEOPLE AND TOOLS

True effectiveness stems from a strategic combination of the right mindset, the right technology, and the right people. At Talon we’ve brought all three together to build an offering that’s not only smarter, but more collaborative, responsive, and made for real-world challenges our clients face.

Caroline, Effectiveness Director at Talon commented:

“It’s been designed to deliver best in class insights that inform smarter planning strategies encompassing everything from long-term brand tracking and creative effectiveness to bespoke studies, audience mapping, econometrics and PrOOH measurement. This framework allows us to offer a tailored, strategic approach for every brand using the OOH channel.”

INTRODUCING PULSE: REAL TIME INSIGHTS FOR SMARTER, FASTER DECISIONS

PULSE_ is our new and improved insights platform delivering data that powers smarter, faster, strategic decisions. Built on our very own OOH consumer panel, It’s agile, flexible, and made for the way brands plan today.

Have you ever found yourself wanting to know “how is my brand performing versus competitors?” or “what part of my creative is most noticeable?” or “How does my audience behave when they are out of home?”.

From consumers insights to brand tracking, our new platform delivers timely insights when they are needed. Here’s what makes PULSE_ different:

A dedicated Talon audience panel: Our respondents are recruited specifically for Talon campaigns.

Double the sample size: 500 respondents per month (increased from 250)

Faster turnaround: Get the insights you need, when you actually need them.

More control: Measure what matters most. Whether it’s messaging or how consumers navigate a category, we can deliver insights to help inform those strategic decisions.

All while still measuring:

Seasonal Insights: Christmas, Easter, Summer, Halloween, Back to School

Trending Insights: Attention metrics, Distinctive brand assets

Audience Profiles: Changing behaviours of Gen Z, Movement patterns of college students and much more..

(RE) INTRODUCING TRAX: OOH CREATIVE TESTING THAT CUTS THROUGH

Creative is one of the biggest levers in campaign effectiveness, and TRAX_ is here to make sure our client’s creative performs best. After years of creative testing at Talon, brand logos are only noticed 44% of the time by consumers.

Our proven methodology uses three key areas on OOH creative testing – heat mapping, gaze sequence, and hotspots and offers feedback on clear areas of attention and noticeability with possible improvements. With a benchmark database of over seven hundred creatives, we’re able to reliably explore how creative works, and how it can be optimised – bridging the gap between creative effectiveness and media planning.

This reset marks a step forward in how we define and deliver effectiveness in OOH. With a clear strategic framework, a renewed focus on insight-led planning, and the launch of our platform PULSE_ and creative testing tool TRAX_, we’re giving brands the tools, data, and partnership they need to make smarter decisions and see the true impact of OOH in the wider media ecosystem.

To learn more, get in contact with marketing-ie@talonoutdoor.com, or sign up to our mailing list for the upcoming (re)launch.

**Pulse powered by Lifestars is an online platform & app designed with clients in mind.  It adapts an always on approach when it comes to generating insights for clients.

Tara Salame, Senior Client Executive at Talon MENA, recently attended the OMD SENSE thought leadership event, held by OMD MENA in partnership with Talon MENA and SnapChat at the Museum of the Future, where she dove into generational insights, explored the future of audience behavior, and engaged with industry peers as a voice for the brand.

OMD SENSE at the Museum of the Future

This month, I attended one of the most insightful and well organized industry events held at the Museum of the Future, which, all things considered, felt like a fitting venue for a conference about what’s coming next in media and audience behavior.

The theme? Decoding Generation (H)uman. Translation: how Millennials, Gen Z, and Gen Alpha are rewriting the rulebook on attention, authenticity, and what it means to “connect.” Spoiler alert: they’re not interested in your polished brand manifesto unless it comes with memes, emotional depth, or a side of chaos.

The moment I arrived, it was clear the room was full of people trying to make sense of the shifting landscape: marketers, creatives, strategists, and the rest all there to decode how audiences think, act, and respond in a world that’s evolving faster than most of us can track.

Shifting the Focus from Platforms to People 

But then Rahaf Harfoush took the stage. Her keynote “The Hidden Forces Driving Our Digital Behaviors”  genuinely made me pause. She shifted the focus from the tools to the people using them and how Gen Z’s endless scroll is tied to identity, how digital habits aren’t just trends but emotional signals, and how even your TikTok “For You” page is basically a mirror of your inner child and unresolved tension. 

As someone in working OOH, where we’re usually focused on cutting through the noise with bold formats and visual impact, her talk was a needed reset. Turns out, it’s not about shouting louder. It’s about listening better.

Merging Strategy with Creativity, The Talon Way

And in true Talon MENA fashion, we didn’t just show up, we left a mark! Our generational capsule vending machine was a hit: part nostalgia bomb, part interactive therapy. Tamagotchis, Gameboys, glow-up serums… all lovingly packed and delivered with a wink. It was fun, yes, but also built on insight. 

I also had the chance to represent Talon on camera, which was both exciting and mildly terrifying. Grateful to the team for trusting me to speak not just about what we do, but why we do it. These moments matter. They shape brands, yes, but they also shape careers. This one definitely shaped mine.

This wasn’t just an event. It was a marker. For where the industry is going, for what Talon stands for, and for the kind of leaders we want to be. 

Tara
Senior Client Executive, Talon MENA

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.

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. 

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. 

Oasis is back, Coldplay’s lighting up stadiums and Sabrina Carpenter’s bringing the energy. Throw in a packed festival season, and the UK is in for a summer that’s set to go down in history.

The past few years have been huge for the music industry. In 2024, consumer spending hit a record-breaking £2.4 billion, surpassing the previous high of £2.2 billion in 2021. Meanwhile, over 19.2 million fans turned out for live events across the UK in 2023 – a 33% year-on-year increase. Fans just can’t get enough. Live music is, and always has been, the ultimate crowd-pleaser. 

But its power goes far beyond the stage. A recent Live Nation study revealed that 80% of people say attending a live music event is one of the most emotionally powerful experiences. Even more compelling, two in three agree that the more emotionally intense the experience, the more likely they are to connect with the brands involved. 

It’s all this and more that makes this summer’s epic lineup of live music a golden opportunity for brands to show up, stand out, and make meaningful connections.

In fact, 87% of people say a retail brand’s involvement with live music boosts its appeal, helping it cut through the noise. And in a world where 1 in 3 UK adults, and nearly half of Gen Z abandon brands simply out of boredom, staying relevant and culturally in tune has never been more important. 

Festivals are integral to Gen Z’s summer plans. They’re where young people go to unwind, connect, and create memories – giving brands an unmatched opportunity to tap into this energy and build loyalty that lasts. 

According to a study from Next Gen, 45% of university students use their disposable income from April’s loan drop on tickets, and a whopping 81% are prepared to spend over £200 on tickets alone. Gen Z is investing in experiences and brands that show up at the right time and place can become a meaningful part of the story. 

In this blog, we’ll explore how brands can tap into this cultural moment using the power of Out of Home (OOH) advertising. Through our “ACES” framework – Audience, Creative, Effective and Sustainable – we’ll show how OOH can help brands connect with the right people, in the right moment at the right time. 

It all starts with thinking outside. 

Audience: Target live music lovers with precision

Purchasing products is a core part of the fan experience, with a Live Nation survey revealing that almost 9 in 10 fans worldwide shop in person before or after a live music event. But the opportunity doesn’t stop there. Live music events create incremental spending moments, giving brands the chance to become part of a memory that fans are actively building and won’t soon forget. 

This is where OOH advertising truly shines, seamlessly placing your brand right at the heart of everyday life, reaching target audiences at key locations and moments.  

Driving to a live music event? They’ll see roadside formats in all shapes and sizes along the way. Commuting to work or play? Think bus shelters and public transport formats. Buying groceries? There’s a D6 right outside the store for that! Wherever they go, OOH ensures that your brand is part of the journey. 

To reach target audience groups, we recommend using programmatic OOH via our DSP Atlas. Whether you’re targeting pre-built segments like “Trend setters” or “Spirit-drinking music lovers” or building a custom audience of your own, Atlas uses behavioural data to identify the most effective OOH panels to reach them. 

To add an extra layer of relevance, Atlas Real-Time lets you tap into micro-moments – from weather and UV index to pollen count and rapid reactivity. By reacting to what’s happening in the moment, your OOH campaign becomes more contextual, timely and memorable. In fact, real-world ads that use local context have been shown to boost attention and neuro response by +32%. 

Take NIVEA Sun for example. By activating their sun protection campaign programmatically based on real-time UV levels, they delivered ultra-relevant messaging – and 99% of people felt the campaign was relevant to them. 

Own the stage with creativity 

Whilst audiences may be out of home, are we brands doing enough creatively to meet them there?  

This summer provides an unmatched opportunity to break out of the billboards, dominate spaces and turn OOH into an emotionally charged, immersive experience that truly connects. 

Think about it: with 1 in 3 UK adults abandoning brands simply out of boredom, now’s the time to shake things up. Go bold. Go unexpected. 

Because when brands embrace an innovative solution based creative, the results speak for themselves: 

• 35% increase in purchase consideration 
• 56% uplift in ad recall vs traditional OOH 
• 17% increase in consumer action

Creative matters, and in a season made for standing out, it’s time to go all in.

One brand that’s consistently taken centre stage when it comes to creativity and sparking joy is PepsiCo. From sweating billboards to bold murals, and owning the moment at festivals and train stations, they’ve mastered the art of turning heads and creating memorable experiences. And the best part? They keep finding even more ways to harness OOH and wow audiences!

Deliver an effective performance 

OOH is especially effective at reaching Gen Z. As a non-disruptive, passively consumed channel, it offers a welcome relief from online screens – making it highly effective at reaching and influencing a generation that’s digitally saturated but always tuned into culture. 

And Gen Z isn’t just noticing OOH – they’re engaging with it: 

• 1 in 3 have talked to friends or family about a brand they saw on OOH 
• 26% have taken a picture of an OOH ad in the past week (PML Group)

OOH also boasts the highest reach amongst 16-34s, outperforming even social media and functional internet use (IPA Touchpoints). In other words, if you want to reach young audiences where they really are – OOH is it.

And while OOH has always been a go-to for brand fame, its role has evolved. In culturally charged moments like festivals and live music events, OOH is no longer just about awareness – it’s a driver of real-world action, delivering the kinds of results once exclusive to digital performance channels. 

The stats say it all: 

• 56% feel OOH brings brands to life 
• 59% find OOH adverts appealing 
• 53% find OOH adverts reach them in the right mindset 

Sustainability is a key headliner 

In 2024, Coldplay made headlines with its sustainability report from their “Music of the Spheres” tour – achieving a 59% reduction in direct CO₂e emissions (on a show-by-show basis) compared to their 2016-17 tour. Over 7 million trees were planted – one for each concertgoer – and 18 shows in 2023 were powered entirely by a “tourable battery system” built from recycled BMW i3 batteries. 

And Coldplay aren’t the only ones pushing for change. Artists like Metallica and Billie Eilish are also leading the charge, championing greener tours and more sustainable live music experiences. 

The message is clear: sustainability matters and it’s here to stay. Nearly half of concertgoers say they prioritise sustainability when deciding which events to attend, and when it comes to festivals, 81% of fans expect organisers to actively tackle their environmental impact. Consumers are backing it with their wallets too – 80% say they’d pay at least 10% more for products deemed sustainable. 

So, how can brands align? By choosing media that gives back and is a sustainable ad platform for brands. 

OOH is not only powerful – it’s purposeful. A recent Outsmart report revealed that 46p of every £1 spent on OOH goes back into public infrastructure, and when it comes to emissions, OOH emits less carbon than all other media measured. 

This summer isn’t just about the music – it’s about the movement. From unforgettable gigs to cultural milestones, the stage is set for brands to show up and make an impact. And with OOH, you’re not just reaching audiences – you’re joining them in the moments that matter most. 

Whether it’s building emotional connections, inspiring action, or aligning with sustainability values, OOH offers a powerful, proven, and purposeful way to stand out this festival season. 

So, if you want to stay relevant, resonate with Gen Z, and be part of the soundtrack to the summer – it’s time to think outside.