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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.

Raeem with Talon Press Release Graphic 2

Pakistan – 10th June 2024 – Talon, the pioneering global independent Out of Home (OOH) agency, today announced its partnership with Raeem International to revolutionize the OOH media landscape in Pakistan. The partnership will see Raeem International become a Talon partner agency to accelerate major opportunities for Pakistan OOH across key markets. 

Combining Talon’s global OOH expertise – facilitating campaigns in over 100 markets – and Raeem International’s 12 years of successful experience in the local outdoor industry, offers brands and marketers a wealth of resources and best practices expertise in Pakistan. As a Talon partner agency, Raeem International will have a multi-market campaign launch capability for Pakistan marketers. 

This collaboration aims to redefine the landscape of outdoor advertising in Pakistan, enabling Pakistani brands to have data driven, insight-based Out of Home campaigns with the best-in-class creativity locally and globally. 

Salman Amjad, CEO of Raeem International said “This was long overdue for our industry. The Pakistani OOH industry must catch up fast with the changing trends that are happening globally. Today’s consumers are more connected, informed and mobile, and with their omni-channel presence we must become more data-driven in understanding our audiences better and making our campaigns sharper and relevant.  

Our partnership with Talon will certainly go a long way in bringing the best tools to the Pakistani marketers who are at the cusp of trying to embrace the fast changing and interconnected media landscape.”

Melanie Lindquist, Managing Director, Talon Asia-Pacific said, “We are thrilled to welcome Raeem International as the exclusive Talon Partner agency for Pakistan. This is an important collaboration and a critical step in Talon’s continued expansion in Asia Pacific. Our connected capabilities will provide ground-breaking data-backed OOH strategy to Pakistani brands fueling growth in and outside the market.  

This collaboration also creates an exceptional opportunity for global brands and marketers to work with a trusted team when expanding into the Pakistani market. Pakistan is one of the most exciting OOH markets and we look forward to sharing our knowledge and best practices to create effective, data-driven OOH campaigns with best-in-class creativity.” 

NORTH AMERICA CHIEF EXECUTIVE OFFICER 6.4

Talon, the global independent Out of Home (OOH) agency, today announced the appointment of Ryan Laul as its North American CEO. Laul will lead the continued growth of Talon’s business in North America, assuming the role on June 23, 2024. Reporting into Sue Frogley, Group CEO, Laul will join Talon’s global board.

Laul is a seasoned OOH media executive with an excellent track record of delivering growth and overseeing commercial investment across all media disciplines. He brings a wealth of OOH and Digital experience, joining Talon from Omnicom where he spent the last 13 years, initially as  President of Outdoor Media Group, the largest OOH specialist in North America, managing OOH spend across over 200 clients, including 8 of the top 12 OOH spenders in the US.    Most recently he served as President of OMnet, Omnicom’s principal investment group.

Under Laul’s leadership, Omnicom executed the largest data-driven OOH campaign, integrated mobile audience data into fundamental planning and buying, developed the largest demand-side resource for DOOH media and became the first company ever to establish a cinema upfront with the nation’s largest supplier.

Before that he started his OOH career at Zenith Media and then moved to Outdoor Vision/ Posterscope where he spearheaded the Digital Division – Hyperspace.  

Laul also sits on the board of directors of the Advertising Club of New York, helping to provide leadership in connecting the OOH industry with young professionals and previously sat on the Agency Advisory Boards of the OAAA, DPAA and Geopath.

According to recent data released by the OAAA, Out of home (OOH) advertising revenue increased 6.8% in the first quarter of 2024 compared to the previous year, accounting for $1.94 billion. This is a continuing growth trend based on the medium’s growth trajectory and increased revenue reported in 2023.

Sue Frogley, Group CEO, said: “Ryan is a values-driven business leader with exceptional strategic capabilities.   I am delighted to have someone of Ryan’s caliber with deep Out of Home and Digital experience leading our North America business.  I look forward to working with Ryan and our teams to deliver Talon’s next chapter of growth.”

Ryan Laul said: “Out of Home has long been my passion and I cannot wait to return to this exciting industry. Talon has an innovative and evolving business model in North America and I look forward to not only enabling Talon to realize its full potential as the leading OOH Agency in North America but secure the medium’s role in the broader advertising ecosystem and propel the industry forward.”

Stewart Easterbrook, Chairman, said “Following rigorous selection processes I am thrilled to have both Sue and Ryan join Talon later this month.  Their strength and experience leading global media businesses will deliver great results on both sides of the pond.  I am hugely excited for them to join and to work together to drive the ambition of Talon and deliver business performance.”

DOOH ACES (1)

The DOOH landscape has grown and evolved more than we could have ever anticipated. Despite its success. DOOH has had its fair share of challenges around measurement and share of voice.  

Understanding the potential of the channel, and to bridge the gap between the launch of industry research, Talon identified the need for some robust research which would focus on what DOOH can deliver once added to the OOH media mix.  

The study identified some interesting findings which we have accumulated into the key areas, presented as the ACES of DOOH: ATTENTION, CREATIVE & EFFECTIVE.

Attention 

Attention and attentive reach have become an important currency in measuring OOH. Almost 70% of respondents agree that they pay attention to DOOH Ads, consistent across various environments.  This study explored the relationship between attention and different points of a consumers journey, such as travelling by bus (39%), walking around a city/town (37%) or visiting a shopping mall (35%).  With all results lending to the fact that consumers are spending more time OOH and are more likely to notice OOH more when in a relaxed state of mind. 

The research also provided some interesting insights around engagement. Over 40% of respondents are likely to engage with a diverse range of DOOH ads and formats.  

Creative: 

The possibilities for creativity on DOOH formats are limitless, and investment by media owners has given rise to best-in-class quality screens displaying ads optimally. In fact, 50% of respondents agreed that relevant DOOH ads with a distinct design will capture their attention more effectively than other ads. 

Additionally, 34% indicate that motion is a crucial factor in driving attention and engagement, agreeing that they notice an OOH ad more with movement. furthermore, rewards offered and clear information about the product/service also aid in generating attention and engagement. 

Effective: 

The final “ace” and most compelling we’d argue is the effectiveness of DOOH. There is no doubt that DOOH is effective but putting some hard-hitting results behind it is key! 

Over ½ of respondents recalled seeing DOOH ads across a multitude of environments, following a similar pattern as with attention and engagement; there was consistent recall across formats and environments which supports previous research and learnings centred on multi format, multi environment effectiveness. 

The final element of the research piece focused on call to action and propensity to purchase. Over  40% consumers have taken a follow up action upon seeing a DOOH ad.   

Store visitations (in store visit & driving traffic online) and propensity to purchase yielded strong results. 37% of respondents agreed that they’d visit a store as a result of seeing a DOOH Ad.  Moreover, 40% agreed that DOOH would encourage them to purchase.   

DOOH is also more likely to drive traffic to an online store & store visitation than online ads (37% v 32%). On average, almost 40% of Irish consumers are likely to purchase the product or service they’ve seen advertised through a DOOH campaign.  

To summarise, DOOH’s role in generating awareness, recall, engagement, and attention is significant.  Our research has proven what we already know; DOOH is effective at driving key metrics across multi environments and initiating a call to action in many forms. 

This demonstrates that the role of OOH is evolving. Once viewed primarily as a brand-building medium, it can now drive consideration and action, positioning OOH as a channel capable of achieving multiple objectives in a brand’s marketing mix. 

SUNDAY TIMES BEST PLACES TO WORK WEB

The Sunday Times, powered by WorkL, has revealed the Best Places to Work in the UK for 2024 – and Talon have made the list! This nationwide workplace survey honours and celebrates Britain’s top employers – which number over 500 organisations across industries and sizes – and acknowledges the best workplaces for women, LGBTQIA+ community, disabled employees, ethnic minorities, younger and older workers, and wellbeing.

Read what The Sunday Times said about us below:

Talon – Bold ideas are encouraged at this London-based Out of Home agency, with its 182 UK staff, who receive twice-yearly appraisals, part of a people-focused philosophy. Active leadership motivates the diverse team, who are encouraged to go all out to impress. On-site massages are provided for all staff, who are tasked with completing 50 hours of training each year. Talon offers flexible working as well as glide time, allowing workers to fit their hours between 8am and 6.30pm.

Outside Thinking – Runs in the Talon Family

We’re proud that our employees have voted us as one of the Sunday Times Best Places to Work in the UK.

Talon is the destination where bold ideas are encouraged and our people are driven to be the differentiator. Kantar’s inclusion index ranks Talon at 76.7%, +6.7% vs all agencies and +26.7% vs UK benchmark. We provide two internships per year through Creative Access and our team receives mentoring and memberships through MEFA. Talon are accredited Living Wage employers.

Our people-first philosophy prioritises creating a workplace culture where everyone feels they belong. At Talon, we’re achieving this through our policies and practices that best support our staff. Some of our policies and practices include:

Embedded throughout our business is a culture for learning and progression. Talon’s learning and development framework has senior buy-in and filters through the entire business. There is great importance placed on training at Talon with all staff tasked with completing 50 hours each year. 360-degree feedback and appraisal systems take place twice a year and our employees benefit from role and salary benchmarking. The team also benefit from “Grow Together”, our cross-company mentoring platform, and our “Grow Academy”, an e-learning platform that includes recordings of all live sessions.

How the Best Places to Work survey works

The Sunday Times partnered with employee-experience platform WorkL to deliver fresh insights into what makes a Best Place to Work. The Sunday Times Best Places to Work awards survey uses 26 questions from WorkL’s employee engagement survey, developed by behavioural scientists, data analysts, psychologists, business leaders, academics and other independent parties to most accurately monitor employee engagement, wellbeing and discretionary effort in the workplace. To achieve a high overall engagement score, an organisation must score well across WorkL’s six-step framework:

1. Reward and Recognition

2. Instilling Pride

3. Information Sharing

4. Empowerment

5. Wellbeing

6. Job Satisfaction

Read the full list online – Best Places to Work 2024

If you are interested in working at Talon, view our job openings here

Talon OOH OMA 2024

Along with our incredible agencies and partners, Talon has been shortlisted for multiple awards at the annual Outdoor Media Awards, hosted by Clear Channel and Campaign. 

Over the 12 categories available, Talon was shortlisted across 9 of them with 10 shortlisted entries in total.

Hector Wylie – Rising Star

Hector is a standout talent in OOH, whose forward-thinking approach, passion for the medium and drive for inclusion make him a true rising star. 

Channel 4 – Partygate (With OMD UK, 4Creative & Jack Agency) 

Partygate. We sacrificed, they partied. The country was outraged. Always provocative, Channel 4 commissioned a one-off factual drama to bring the lockdown parties to life. Our task was easy, get people to watch with eye-catching OOH. 

Shortlisted: Cross Channel & Visual Craft 

PepsiCo – Rockstar x Stormzy (With OMD UK, Grand Visual, Ocean Labs & Smart Media Technologies) 

In Summer 2023, Rockstar evolved their influencer strategy to partner with global superstar, Stormzy, to anchor the 5 o’clock shift from day to play with a first-of-its-kind hybrid digital performance. 

Shortlisted: Tech Innovation 

PepsiCo – Walkers 100 Calories (With OMD UK) 

Crunching data for healthier snacking! Walkers 100 Calories stood out in 2023 by embedding data into every element of the OOH campaign process, a step change from previous years. We delivered a first-of-its-kind for Walkers – a prOOH campaign powered by Talon’s DSP Atlas, with the full integration of PepsiCo 1st party data, layered with additional bespoke audience data from Ada (Talon’s proprietary DMP). 

Shortlisted: Data & Intelligence 

PepsiCo – Pepsi MAX Christmas (With OMD UK & Grand Visual) 

Pepsi Max’s Christmas 2023 campaign was groundbreaking for both Talon/Grand Visual and PepsiCo. It was the first time that GV would deliver all artwork for a PepsiCo campaign – a new approach that would continue into 2024. It signaled a major shift for PepsiCo to activate experience-based OOH and was the most multi-faceted OOH campaign Talon has executed for PepsiCo in over 10+ years. The result? Pepsi Max’s best performing Christmas, ever. 

Shortlisted: Brand Building 

Scottish Gov – Detect Cancer Early (With Republic of Media & Leith) 

Cancer is the biggest killer in Scotland, with 1 in 2 people getting it in their lifetime, a statistic that skews disproportionally towards 40+ C2DE’s men. Using data-driven OOH as key player in the cross-channel mix, Scottish Gov created a “surround sound” effect – driving high awareness and delivering cut through. This approach significantly shifted awareness, instigated behaviour change and had real-world impact. 

Shortlisted: Data & Intelligence and National Social Impact 

Bet365 – Never Ordinary (With Republic of Media) 

As a result of using large format OOH to promote its new brand platform, Bet365 drove brand awareness, increased positive perceptions and raised brand preference and bet intent.  

Shortlisted: New Approach 

Accolade Wines, Hardys – The Joy of Certainty (With Yonder Media & Above+Beyond)

Accolade Wines used multiple OOH formats, alongside a prOOH campaign powered by Talon’s DSP Atlas, to reach social foodies and families for Christmas 2023. As a result, the campaign delivered above the estimated plan and drove sales of Hardys. 

Shortlisted: New Approach 

Congratulations to all our clients, agencies and partners who were shortlisted, and roll on the 13th June! View the full shortlist here.

In 2024, the world of sports is gearing up for another thrilling year filled with excitement and competition. According to the latest Onside Irish Sponsorship survey, the Irish sponsorship industry is projected to grow approximately 7%, reaching an impressive €227 million. It’s a pivotal year that marks the foundation of a transformative 5-year cycle, with global events like the Europa League final set to take place in Dublin’s Aviva Stadium next week, and the anticipation building for the Ryder Cup in 2027 and men’s Euros in 2028, all poised to elevate the landscape of sports sponsorship in Ireland.

Amidst this exciting trajectory, Out of Home (OOH) advertising emerges as a key player in driving growth and engagement. Despite facing challenges due to the onset of Covid, OOH sponsorship rebounded in 2023, just shy of the benchmark set in 2019. Notably, sports sponsorship commanding an impressive 89% share of this resurgence.

SPORTS OOH KEY DATES WEBSITE

But with big events like the UEFA Champions League Final in London, UEFA Euros in Germany and not to mention the Olympics in Paris captivating worldwide audiences this year, the opportunity for brands to connect with consumers is greater than ever, whether through people travelling to watch these sporting events or gathering at home to cheer on their favourite athletes.

So, how do brands seize the moment and connect with these diverse audiences? It all starts OUT OF HOME!

1: INCREASE REACH WITH AN OMNI-CHANNEL APPROACH

Paramount for brands looking to maximise their reach and engagement. With consumers spending an average of 70% of their time outside, even more so during the summer. By integrating with digital channels, brands can amplify their reach by a staggering 68%. This powerful combination not only extends the brand’s visibility but also enhances engagement across multiple touchpoints.

2: BE AT THE MOMENT OF TRUTH

Being present at the exact moment is crucial for those looking to make a lasting impact. Proximity advertising resonates deeply with consumers, offering brands a unique opportunity to capitalise on the context, emotions, and activities associated with these sporting events.

SPORT OOH STATS 1 WEBSITE

3: LEAN INTO CONTEXT WITH DYNAMIC

Sounds simple, but stepping into the dynamic world of OOH isn’t just about being savvy – it’s about forging genuine connections with your audience. By leaning into dynamic, brands can tap into relevance and spark that connection. Studies reveal that when content is tailored to the moment, you can achieve an average +18% in brain response. And it’s not just about capturing attention, dynamic can help drive real results, with an average +16% uplift in-store sales which leads us to our next point…

4: DRIVE SALES THROUGHOUT THE PATH TO PURCHASE

OOH not only boosts footfall, creating opportunities for increased sales, but also drives recency through in-vicinity messaging, ultimately leading to higher sales. By closing the loop with impactful in-store advertising, brands can effectively drive sales at every stage of the consumer journey, maximising the impact of their OOH campaigns.

5: CONNECT WITH YOUR AUDIENCE THROUGH BRAND ACTIVATIONS

Brand activations are a potent strategy to keep your brand top-of-mind in the lead up to sporting events. As technology evolves it’s becoming much easier to create large-scale experiences that captivate audiences. Blending traditional techniques and exciting new elements can really amplify creative ideas. According to Event track, 72% have a positive view of brands that offer high-quality event content opportunities, while 74% stated that engaging with branded marketing experiences increased their likelihood of purchasing the products.

With this year abuzz with excitement and competition, it offers brands a prime opportunity for engagement with their consumers. The above OOH strategies can not only help brands amplify sponsorship deals but also extend brand’s impact beyond the actual event itself – proving that OOH + Sports truly is the dream team for both brand engagement and growth.

To learn more about how you can maximise OOH and sports synergy, reach out to a member of our team today.

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Inside Talon: Exploring the Professional Journey of Faradillah Rahim.

Outside thinking – it runs in the Talon family. We pride ourselves on being a company built on people with big ideas. People who constantly challenge themselves and the industry to re-imagine and re-invent the possibilities of what Out of Home can be. ​

In this series, we’ll be getting to know more about the people of Talon, their roles, advice and what they get up to outside of OOH. This week, we sat down with Faradillah Rahim, Campaign Manager in APAC.

Explain your role with Talon?

I’m based in Singapore, and my role primarily revolves around supporting the daily operational functions. This entails working closely with both the Sales Director and Managing Director to ensure smooth operations and to facilitate business growth.  

What does a typical day at work look like for you? 

A typical day for me involves addressing operational needs, overseeing daily tasks, ensuring smooth workflow, and assisting in various projects to contribute to the company’s success. It often involves task execution, campaign tracking and follow up to keep things running efficiently.  

What do you enjoy most about working in OOH?

The industry is constantly evolving with new technologies and trends which gives me so many opportunities for growth and learning. Working with various stakeholders such as the advertisers, agencies, and media owners fosters collaboration and networking opportunities. Seeing the campaigns that I work with, come to life in public spaces and observing their impact firsthand can be very rewarding. 

Most memorable moment or achievement in your time in the industry?

It was when a campaign I contributed to which won a prestigious award, recognizing the effectiveness of OOH work. It was such great accomplishment to see the team’s effort celebrated on a larger stage.  

Any tips or advice for someone interested in joining the industry or pursuing a similar career path?  

Keep yourself updated on the current events, industry trends within the media sector. Attending events and networking can open doors for job opportunities and valuable insights into the industry. Stay flexible and open-minded to change, as it will be crucial for success in this dynamic field. 

What do you get up to outside of work? 

I enjoy a variety of activities. I travel with my family at least two times in a year if time permits. I also enjoy staying active through hiking and yoga or going for runs. Spending time with my friends and family is important to me, whether its attending a small gathering or simply relaxing at home watching movies together. Overall, I try to maintain a balance between personal, social activities and relaxation outside of work.

If you could quickly and easily learn any new skill, what would it be? 

I would love to learn baking!

Share a memorable adventure or travel experience you’ve had during your free time. How did it impact your personal growth or perspective? 

Immersing myself in Okinawan culture was a fascinating and enriching experience. Okinawa has a unique blend of Japanese, Chinese, and indigenous Ryukyuan influences, which is reflected in its rich traditions, cuisine, and performing arts. 

One aspect of Okinawan culture that stood out to me was the emphasis on community and harmony. I had the opportunity to participate in traditional cultural events such as Eisa festivals, where the entire community comes together to celebrate with lively drum performances. The sense of unity and camaraderie among the participants was palpable and left a lasting impression on me. 

Overall, immersing myself in Okinawan culture was a rewarding experience that broadened my perspective, fostered a greater appreciation for diversity, and left me with cherished memories of the warmth and hospitality of the local community. 

Pepsi OurPride Dover PixelArtwor

2024 is set to be another bumper year for sports with the return of the Euros and the Olympics, as well as the British Grand Prix, Wimbledon and more. And we know we say this all the time… but it’s true. It really does start Out of Home!  

From the electrifying energy of the stadiums to the hospitality venues heaving with fans, it begins with people heading out of their homes to enjoy the action.  

It really does begin Out of Home

However, to avoid a case of “all the gear and no idea” – OOH at your fingertips but how to effectively use it – we’ve put together this handy guide to ensure your brand is also winning this 2024 season of sport! 

Why advertise with OOH around sports events? 

The summer Olympic Games in Paris will be the first in-person games since Rio in 2016. Over 15.3 million visitors are expected to visit Paris and its surrounding areas for the games, with an estimated €4Bn to be spent by tourists. Similarly, the UEFA Euros will return in Germany this summer, with 2.7 million people predicted to attend the tournament. The last tournament in 2021 saw an impressive 5.2 billion tune in globally and fans boost footfall on the day of the final at UK high street pubs by +129%. 

Sports fans are dedicated to watching sporting events – whether they have tickets to the event or not. Thanks to its millions of sites across the UK, Germany and Paris, OOH is best placed to reach these fans.  

Not only are they dedicated, but sports fans are also a highly engaged audience who notice advertising. This is evidenced by recent research from Clear Channel which found that 77% of sports viewers notice brands surrounding sports events, with a +68% uplift in related brand perceptions because of OOH sports advertising.

The study also found a +47% increase in brand usage by respondents who saw an OOH ad from the surveyed brands, and a +33% increase in “brand liking” after seeing OOH advertising related to sporting events.

How to use OOH’s ACES to win 

In 2024, OOH delivers across four main benefits. At Talon, we call these ACES. We play these four ace cards to make sure your media plan delivers:  

Audience, Creative, Effective & Sustainable.

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Audience 

Using Ada, our proprietary DMP, we can better understand audience behaviour and hone in on target audience groups such as “sports fans” or something even more niche like “millennial six nations” fans. 

This data is then combined with a programmatic OOH buy via Atlas, our proprietary DSP, to deliver strong brand payback on consideration and purchase intent metrics: 

To improve campaign effectiveness amongst these audiences, we find that this is best achieved by integrating OOH as part of an omnichannel strategy: 

Creative 

With audiences out of home, use this opportunity to really grab their attention with creative OOH. 2D Full-motion DOOH video is 2.5X more effective than static creative – but implementing 3D creative enhances consumer engagement and preference even further: 

One brand who did this well were Lenovo for the 2023 British Grand Prix. As the official technology partner of F1, Lenovo utilised a 3D domination to build awareness of this partnership. An anamorphic domination across Piccadilly Lights, the Arndale and Canary Wharf grabbed attention of Lenovo’s key audiences, aligned with Lenovo’s tech-first message with creative production supercharged using Lenovo’s technology.

For brands wanting to connect with audiences through brand activations, look no further than experiential OOH. This is a powerful way of ensuring your brand is front of mind in the lead up to sporting events, at a time when excitement is in the air. Research has shown that: 

Effective 

Be at “the moment of truth” with proximity advertising that resonates with consumers and offers brands the opportunity to capitalise on the unique context, emotions and activities associated with these special times. Audiences will be out of home, so proximity advertising provides an added layer of reaching them across these touchpoints. As a result of proximity advertising: 

Additionally, brands can lean into context with dynamic OOH. Implementing dynamic elements into campaign creative such as time, date and location callouts increases relevancy with audiences. Brands who executed dynamic OOH campaigns saw: 

Sustainable 

Sustainability is a huge focus for consumers and sporting events across 2024, with the Euros aiming to set a benchmark for ESG, the London Marathon achieving gold for sustainability and environmental projects and Formula 1’s carbon footprint and Net Zeo pledge. 

According to research from Euro Monitor National, 64% of global consumers are worried about climate change. 

OOH gives back, with 46p in every £1 and £441 million contributed to public infrastructure in 2022. Per emission, OOH also emits less carbon than all other media measured – contributing just 3.3% to UK total ad power consumption and accounting for less than 3.5% of the UK’s total ad carbon footprint. 

Use OOH’s ACES to win your 2024 season 

And there you have it, our handy guide to ensure your brand wins this 2024 season of sport. Remember to play your ACES to make sure your media plan delivers:   

Ready to win with OOH? Get in touch with Talon today! 

Laura Colona OOH 1

Inside Talon: Exploring the Professional Journey of Laura Colona.

Outside thinking – it runs in the Talon family. We pride ourselves on being a company built on people with big ideas. People who constantly challenge themselves and the industry to re-imagine and re-invent the possibilities of what Out of Home can be. ​ 

In this series, we’ll be getting to know more about the people of Talon, their roles, advice and what they get up to outside of OOH. This week, we sat down with Laura Colona, Senior VP Marketing, North America.

Explain your role with Talon?

Joining Talon at the start of 2024, I am delighted to have been tasked with providing executive leadership and management of the North America marketing organization. In my role, I govern a full-scale marketing program designed to build our brand in the US and Canada, educate agencies and brands on the unrivalled value of OOH, and demonstrate why Talon is the best partner for navigating the fast moving and fragmented OOH landscape.

What does a typical day at work look like for you? 

I am up with the sunrise and am good at not reaching for the phone for at least an hour, when I am amped from caffeine and ready to roll.  

I spend my commute organizing for the day, scrolling through & responding to emails and taking note of all the OOH I am experiencing during my journey. Once the day “officially” starts I check in with the team to make sure they have what they need to deliver and provide coaching where needed to ensure they are empowered.  

While the team keeps the trains on track, my day is spent switching gears between fine tuning the marketing strategy, to designing marketing plans, reviewing communications, and engaging with my new colleagues and industry partners and friends on how we can collaborate to get more lean-in by marketers to OOH.  

What do you enjoy most about working in OOH?

The people! When I transitioned from ad tech to OOH, the welcome I received from the community was incredible. Now, as part of the Talon team, the support I’ve received from the same community for my new role has been just as enthusiastic.

One thing that I have observed and continue to be impressed with is how each stakeholder in the OOH value chain comes together to champion the value of OOH and fight for our rightful share of the media plan pie. This is a community of competitors and friends who believe that with a unified voice all boats will rise, and when I see this in action, I am reminded that I have found my people.

Most memorable moment or achievement in your time in the industry?

During my tenure at the OAAA, I launched an advocacy program focused on OOH education for brands and agencies that included the formation of the OAAA Brand Council with leading advertisers including IBM, Pepsi, L’Oreal, Allstate and Logitech.  

The Brand Council is still in action today and is shaping the future of OOH through active dialogue on issues, developing trends and advocating for the medium’s value in an omnichannel marketing mix.  

I am eager to replicate this effort here at Talon with a client advisory board, furthering our position as a champion for OOH. 

Any tips or advice for someone interested in joining the industry or pursuing a similar career path?  

Don’t be afraid to ask questions – knowledge is power!

What do you get up to outside of work? 

I am always listening to music – another day another soundtrack! I love going to see live music as often as I can and recently picked up my electric bass guitar after a very long time. Who wants to start a band?!  

I also spend a lot of time outdoors. I recently moved out of NYC to the beach on Long Island, so I have enjoyed the nature that the beach and state parks have to offer. I love to cook and entertain, and love going to restaurants.  

If you could quickly and easily learn any new skill, what would it be? 

I would be fluent in Italian. 

Share a memorable adventure or travel experience you’ve had during your free time. How did it impact your personal growth or perspective? 

My friend and I had been robbed on the beach in Brazil and decided that jumping off the side of a mountain in a hang glider seemed like the logical thing to do in response. I have a fear of heights – but only in certain circumstances like driving up mountains.  

The ride up to the platform we were jumping off was terrifying. I cried all the way up, covering my eyes! The lesson I learned was not to empower fear to let you miss a single moment of life. I should have been looking out the window taking in the views, but I was too worried about the car driving off the side of the road to spot a blue butterfly. I am still afraid of heights…