Broader Thinking, Better Planning: Multi-Channel Masters at Talon
Earlier this year, Talon launched its inaugural Multi-Channel Masters, a learning series designed to upskill teams across the wider media mix. While we’re known for our expertise in Out of Home (OOH), understanding how our channel fits into the broader media landscape is more important than ever. These sessions were created to expand perspectives on the channels OOH works alongside, from Audio and TV to Online, Social, and Media Planning & Strategy.
Following the series, Client Manager, Daniela Ricci De Brito, shares her key takeaways.
“I came into the OOH specialist world with no prior media experience, so my career so far has naturally been shaped around OOH planning. My understanding of the wider media landscape mostly came from agency briefs and client presentations, where other channels were talked about in ways I didn’t always fully understand.
The Multi‑Channel Masters helped change that. Through short, focused sessions led by people working across different channels, it gave me a clearer view of how the wider media mix actually works and where OOH fits into it. Having that context has made me feel more confident when approaching briefs and has helped everything feel a bit more joined up and manageable.
The sessions have taught me that the thought process and justification agency planners implement goes much deeper than budget restrictions, and the proportion of media mix is tailored differently for every brief. Learning about the cost of TV, the audience reach of Social and connection of Audio, has opened a new perspective of how briefs come together and how my recommendations for OOH feed into optimal campaign planning. This has illustrated how intrinsically connected all channels truly are and how co-ordination across all is the future of advertising.
One thing I’ve really valued at Talon is that training doesn’t stop at OOH. We’re encouraged to look beyond our specialism and understand the wider media landscape, which feels especially important right now as things continue to change so quickly. Learning outside of our industry says a lot about the culture at Talon. It shows that being good at your job isn’t just about knowing one channel well, but about understanding the wider environment it operates in. That broader knowledge doesn’t take away from OOH expertise, it strengthens it.
Starting out in media with this kind of cross-channel exposure has felt like a real advantage. It’s helped me move beyond simply doing my job to understanding why decisions are made, and has noticeably improved my confidence as an OOH planner. I’m now able to make stronger recommendations while better considering other channels and wider factors, thinking beyond placements or formats to focus on how OOH contributes to brand awareness, engagement and trust. That’s made planning feel more joined up and improved how I work with agencies and clients.
Overall, my experience with Multi‑Channel Masters has been genuinely positive. Stepping outside of OOH has helped me better understand how campaigns are built and where OOH fits alongside other channels, rather than viewing it in isolation.
Most importantly, it’s built my confidence – in conversations, in planning decisions, and when working with agencies, knowing I have a clearer view of the wider picture. Learning beyond OOH hasn’t taken away from my specialism, it’s strengthened it. Multi‑Channel Masters is a reminder that media planning isn’t one‑size‑fits‑all, and that the best work comes from understanding how different channels work together.”
See highlights from Multi-Channel Masters below 👇
