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

Our managing director, Chadi Farhat, was interviewed by Campaign Middle East, where he discussed Talon’s journey so far, its path forward, and how Talon focuses on data-led OOH planning strategies, technology, creative and executions.

“At Talon, we understand that achieving measurable results is crucial, and we know the key strategies to deliver those results effectively” he said.

Read the full article here

We’re excited to share our Managing Director, Chadi Farhat’s, perspective on the evolving world of OOH in his article “The Global Locals: Bridging Borders” for Campaign Middle East.

He discusses the strategies that we, at Talon MENA, employ to drive global OOH expansion for our clients while staying rooted in local insights. As the GCC and MENA regions shape their ambitious futures, he explores how tailored, data-driven, and creative approaches are key to delivering compelling results.

Read the full article here

Fiona Renner, Client Director at Talon International, recently went on an exciting trip to Dubai, and discovered the world of Out of Home (OOH) advertising in this region with the Talon MENA team. Her week-long adventure was full of learning, cultural discoveries, and building strong connections.

Exploring the World of OOH Advertising in Dubai with Talon International 

Recently, I went to Dubai to visit the Talon MENA team and deepen my understanding of the local market. Here’s a glimpse into my week in Dubai, the insights I gained and why such experiences are essential to thinking outside at Talon. 

Exploring the Local Culture and Office Dynamics 

Our Dubai office, located in Media City, opened its doors less than two years ago. Arriving just two weeks post-renovation, I found it to be a vibrant and fresh space on the ground floor of Building IV,  with lots of amenities like a shared office area, a coffee machine, and big windows that flood the space with natural light. The office is strategically positioned amidst Dubai’s lively media hub, near iconic landmarks like The Palm, and Dubai Marina and among the headquarters of technology and media giants like Google, Microsoft, Meta, BBC, and others. 

The team at Talon MENA is as dynamic as the city itself, it includes people from diverse nationalities who bring a rich set of skills and  perspectives. I brought a taste of London with me, sharing delicious treats like tea cakes, Penguins, and Biscoff chocolate bars—a small gesture Idid that turned out to be a conversation starter. 

The Power of Roadside Advertising 

Dubai’s advertising landscape is dominated by roadside billboards, particularly large-format classic locations. The city’s growing digital advertising scene is also making waves with the introduction of many new screens. 

One of the striking features of Dubai’s advertising infrastructure is its extensive network of billboards along major streets like Sheikh Zayed Road. This iconic highway sees a daily traffic volume of approximately 800,000 cars during peak seasons, ensuring significant exposure for Out of Home (OOH) ads. Luxury and ultra-luxury advertising on OOH media is prominent in Dubai. This differs from the use of roadside OOH in other cities, and highlights the high socio-economic status of Dubai’s residents.  

While I was there, I saw OOH campaigns from brands including Samsung, Louis Vuitton, Roberto Cavali, Huawei, and high-end property development (Damac and Emaar). The OOH locations themselves are massive, some towering up to 16 meters high and one even stretching 200 meters long, perfect for capturing the attention of Dubai’s affluent residents and visitors. 

During my visits to various roadside and airport sites, I saw many OOH advertising formats, from dynamic digital screens to traditional back-lit paper sites. Different OOH formats can be used to achieve different marketing objectives and target audiences. 

Meeting Clients and Understanding Their Campaign Goals 

My time in Dubai included a visit to the Arabian Travel Market Expo, where I gained valuable insights into our clients’ objectives for international OOH campaigns. Meeting clients including Saudi Tourism and Dubai Tourism allowed me to delve deep into their campaign goals, whether it’s raising brand awareness or driving consumer engagement. Understanding their target audiences—whether tourists or local residents— is important in planning our strategies to meet their specific needs. 

Visiting Dubai Airport – DXB – with Wissam and Yasmine from JCDecaux 

One of the highlights of my trip was having exclusive access to Dubai Airport’s terminals, including T1 and T3. As an international travel hub, Dubai Airport serves millions of passengers annually,  each terminal is designed to meet the unique requirements of different airlines and travelers. T1 serves all other international airlines and is the busiest terminal due to the high volume of layovers and transit flights, T2 accomodates  low-cost airlines and cargo, T3 is exclusively for Emirates Airlines. It was nice to see how brands utilize airport advertising to reach a captive audience of global travellers. And what made this day better was the tasty lunch that followed our visit to one of the most renowned Lebanese restaurants. 

Words I learned 

Arabic and its dialects are spoken by approximately 422 million people worldwide, making it one of the most widely spoken languages globally. And I had the chance to learn a few words while I was there such as: 

• Marhaba – Hello 

• Khalas – Enough, Finished 

• Burj – Tower 

• Habibi – My love, and can work for anything actually… 

• Eh – Yes 

• Laa – No 

Enhancing Talon’s Global Expertise 

Working in diverse markets like Dubai enhances my ability to offer informed and culturally relevant advice to our clients at Talon. This experience allowed me to stay up to date of the latest trends, technologies, and consumer behaviours in the OOH advertising space—knowledge that is crucial for crafting effective strategies that resonate across different markets and demographics. 

My experience in Dubai underscores the importance of being part of the Talon International team. These immersive experiences not only contribute to our company’s growth but also ensure that we remain at the forefront of the OOH advertising industry, delivering impactful campaigns that resonate globally. 

By embracing opportunities to immerse ourselves in different cultures and markets, we strengthen our capabilities to innovate and adapt, ultimately driving success for our clients and reinforcing Talon’s position as a leader in the global advertising landscape.