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.”

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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… 

Talon Bolsters Leadership Desktop

New York, NY – March 5, 2024 Talon, the global independent Out of Home (OOH) media agency, today announced appointments that will further strengthen Talon’s dynamic leadership team as the company enters its next phase of growth in North America with two key leadership positions. Former Senior Vice President, Client Strategy at Talon U.S., Enza Chiodi has been elevated to U.S. Chief Client Officer and the agency welcomes seasoned digital ad industry expert Laura Colona as its first Senior Vice President, Marketing, North America.

“Enza’s client-focused approach has been invaluable to Talon’s success. She is a trusted advisor who has enabled Talon’s clients to drive business results through brilliant campaign strategies,” said Group Chief Sales & Marketing Officer, Sarah Parkes. “Laura’s wealth of experience in digital media, ad tech and OOH uniquely positions her to lead a strategic marketing organization that will ensure that marketers and their agencies are educated on the value of OOH through the benefit of choosing Talon as a partner.”

Enza Chiodi, U.S. Chief Client Officer

In her new role, Enza will lead the strategic priorities for client fulfillment journeys across Talon’s portfolio of brands, ensuring clients’ needs are met with excellence and innovation. With more than 20 years of experience in propelling brands forward, her work has extended beyond Talon having previously consulted for top industry players, including Intersection, OUTFRONT, Lamar and JC Decaux, as well as industry trade groups OAAA and Geopath, contributing to the modernization of the OOH industry and championing its digital transformation. Her contributions to the industry were recognized with her award of Changemaker – Top Woman in Media & Ad Tech.

Prior to shifting her career focus to the OOH space, Enza had senior roles in multi-channel planning agencies such as Omnicom’s PHD.  Her successful direction determined agency positioning, strategic initiatives and fostering staff growth. Notably, Enza’s reputation was built on trust and client-centric ideas with her consistently singled out by clients for her contributions to driving results.

Laura Colona, Senior Vice President Marketing, North America

Laura will spearhead Talon’s marketing and communications efforts to continue building the agency’s brand in North America, support the company’s growth initiatives, and foster a culture of creativity and collaboration. Most recently Laura served as the Commercial Marketing Officer at the OAAA where she provided executive leadership and management of OAAA’s marketing organization.  Most notably, she led the formation of its Brand Council with leading advertisers including IBM, Pepsi, L’Oreal, Allstate, Logitech, Inspire Brands and Little Caesar’s, delivering a collaborative platform to educate brands on the unrivaled value of OOH in the marketing mix.  Prior to joining OAAA, Laura served as Vice President and Head of Global Marketing at industry leading DSP, MediaMath where she was responsible for all aspects of the marketing organization and amplifying MediaMath’s industry-wide effort to create a 100 percent accountable, addressable and aligned supply chain.  Passionate about the rapidly evolving media landscape and creativity and effectiveness of OOH, Laura serves on the OAAA Marketing Committee, ANA Marketing Futures and Sustainability Committees, is a 2024 Grand Indies Judge and member of the Ad Council Diverse Leaders Group.

These appointments are the latest in a series of new senior hires, signaling Talon’s commitment to ongoing strategic growth worldwide. Last month, Talon announced its appointment of  accomplished industry leader Sue Frogley to Group CEO on the heels of Stewart Easterbrook joining as Chairman, the appointments of Mike Saunter as Chief Financial Officer (CFO) and Henry Lucas in the newly created role of Group Chief Commercial Officer and Todd Palatnek Senior Vice President, Client Development in North America.

Adds Parkes, “Talon’s strategic advantage in being at the forefront of OOH’s transformation will propel the medium forward as it continues to provide advertisers and their agencies the necessary tools to prove meaningful and incremental outcomes as they remodel how they capture consumer attention.”

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London, 22nd February, 2024: Talon, the global independent Out of Home (OOH) agency, today announces the appointment of Sue Frogley as Group Chief Executive Officer (CEO) to lead the business globally as it targets further growth and expansion.

Frogley is an accomplished industry leader with over 30 years’ experience growing successful global media businesses. She will join Talon from Publicis Groupe, where she was CEO of its media arm in the UK for over six years. Under her leadership, Publicis Media UK grew into a £2bn+ billings operation, thanks to several new business wins across its media agencies Zenith, Starcom and Spark Foundry. Before that, Frogley was President of Global Client Solutions at Publicis Groupe and previously spent over 13 years at Dentsu (then Aegis Media), where she held several global leadership roles, most latterly as Global President of Commercial Operations.

This appointment follows a rigorous selection process.  Frogley will report to Stewart Easterbrook, chairman and joins Talon’s global board.  Eric Newnham, who has acted as interim CEO for the past few months, will revert to the role of Founder and strategic advisor to the board.

Frogley is the latest in a series of new senior hires, signalling Talon’s commitment to ongoing strategic growth worldwide. Last year, Stewart Easterbrook joined as Chairman, the appointments of Mike Saunter as Chief Financial Officer (CFO) and Henry Lucas in the newly created role of Group Chief Commercial Officer soon followed.

Frogley’s appointment follows a period of significant growth for Talon, which celebrated its 10th anniversary in 2023. Since Equistone Partners Europe, one of Europe’s leading mid-market private equity investors, invested in the business in July 2022, Talon has completed the acquisition of Evolve, the fast-growing, independent specialist OOH business, and the acquisition of Novus Media Canada Corp (now Talon OOH Canada).  

In her new role, Frogley will focus on further international growth, driving Talon’s digital capabilities and awareness of OOH as an effective, creative, data-driven media channel.

Stewart Easterbrook, Chairman, said: “Sue is a formidable and dynamic leader with a wealth of experience leading global media businesses.  I am thrilled to have someone of Sue’s calibre leading our business and look forward to working with Sue, and with our teams, to drive further growth in the scale and ambition of Talon.”

Sue Frogley said: “I have long admired Talon’s proposition, ethos and trailblazing spirit to challenge perceptions and drive growth in the OOH sector. Over the past 10 years, Eric has developed a talented team that has successfully built a unique and expanding global business that holds an enviable position in the industry. I can’t wait to get started and help unlock even more growth potential and shape Talon’s next important chapter.”

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New York, NY – February 20, 2024 – Talon, the global independent Out of Home (OOH) media company, and Out There 360, the Luxury Out of Home Independent Agency announced today that they have formed a strategic North American partnership to develop and execute data-driven, creative, and measurable OOH campaigns for luxury advertisers. 

“OOH remains a strategically vital medium for brands operating in the high-end market,” said Barbara Valensise CEO of Out There 360. “Talon is at the precipice of OOH transformation with proprietary data-driven tools and technologies that develop best-in-class creativity and drive measurable ROI at every step of the funnel. Being supported by a trusted and established local partner aligned with our values and approach to clients will enable us to deliver impactful and efficient ad experiences.”

Out There 360 provides bespoke omnichannel strategic solutions and a range of interdisciplinary communication services for high-end brands, from the development and production of creative concepts to delivery on traditional and innovative media. Headquartered in Milan, Out There 360 has extensive experience in the luxury fashion space, including partnerships with several of the most prominent luxury brands.

Talon will be fully integrated into Out There 360’s North American strategy and planning process, maximizing OOH’s impact and effectiveness for clients in this key region. Powered by best-in-class proprietary tools and technology, Talon’s suite of solutions will enable Out There 360 to capitalize on a transformed, innovative medium. 

“Our partnership with Out There 360 will be rooted in collaboration with the shared goal of unlocking the creative and brand building power of OOH for Out There 360 world class clients and partners across North America,” said Sarah Parkes, Group Chief Sales and Marketing Officer, Talon. “As an advanced media channel that delivers reach, frequency, creativity, and results, OOH is unrivaled for brands to bring their stories and experiences to life at a meaningful scale.”

According to Statista, luxury goods sales in the United States have rebounded strongly, driven by increased consumer confidence and a growing appetite for high-end fashion and accessories. Latest projections from Bain & Company put the global luxury market at $1.65 trillion.  

Adds Parkes, “our integration with Out There 360 will ensure its leading luxury brands will have dedicated teams across key North American markets to execute OOH campaigns that engage consumers and deliver greater impact and outcomes.”

About Talon

Talon is a pioneering global independent Out of Home (OOH) media agency focused on delivering effective, creative, data-driven integrated OOH communications. Combining independence with a collaborative approach, Talon promotes open and transparent working relationships between many of the world’s leading agencies, clients, and media partners. Headquartered in London with offices in Canada, Dubai, Dublin, Frankfurt, Manchester, New York, and Singapore, Talon delivers expertise at global, national, regional, and local levels. Additionally, the agency has built a global OOH planning and buying network – Talon International – covering 100 markets across the U.S., Europe, Asia, and Latin America. For more information, please visit www.talonooh.com and follow us on Twitter and LinkedIn.

About Out There 360

Out There is an advisory firm that offers a range of integrated services for luxury brands, from go-to-market strategy to digital and physical brand communication, corporate social responsibility, and tech solutions. Out There 360 success is rooted in the continuous advisory that is offered to all clients. Headquartered in Milan, with local partners in Asia and North America, Out There 360 has a uniquely informed global perspective, aimed to create and advance a market-leader position for brands operating in the high-end market. For more information, please visit www.outthere360.com and follow up on LinkedIn.

Tillamook

The Stagwell (STGW) agency partnered with Talon to activate a first-of-its-kind connected commerce solution designed for all brick-and-mortar retailers.

Today, global media agency Assembly announced the latest in retail media innovation – a first-of-its-kind planning tool called ShopConnect that marries programmatic buying with digital out-of-home (DOOH) to create more effective and meaningful real-time experiences for consumers. The tool was designed in partnership with Talon, an independent OOH media agency, and Place Exchange, a programmatic SSP, to connect Assembly’s media activation capability to DOOH inventory located inside, outside, and in proximity to retailers across the United States. Assembly is committed to delivering omnichannel, full-funnel connected experiences to help clients’ brands perform, and ShopConnect is an embodiment of that.

ShopConnect redefines how advertisers strategize and execute their DOOH campaigns, targeting audiences at multiple touchpoints as they engage with brands on the path to purchase. ShopConnect ingests users’ behavioral data in real-time, optimizing delivery to ensure the right ads are served at the right time to consumers most likely to engage or convert. Whether consumers are commuting to work, shopping for a special occasion, or simply treating themselves to one of life’s simple pleasures – ShopConnect reaches consumers as they normally interact with the world and brands around them, natively integrated into their day-to-day routines.

“As advertisers seek smarter and more efficient ways to reach their target audiences, ShopConnect is the game-changer they’ve been waiting for and a significant leap forward in brand performance advertising,” said Andrea Montano, Executive Vice President of Insights & Connections at Assembly. “At Assembly, we find the change that fuels growth, and with ShopConnect, we’re pushing the boundaries of what’s possible and giving brands the power to harness the full potential of a data and tech-powered insights tool that makes retail campaigns more targeted, efficient, and measurable. Every impression should drive an outcome and ShopConnect pushes us further toward that goal.”

ShopConnect provides media buyers with direct access to strategic retail media – enabling them to identify, evaluate, activate, and report on DOOH inventory within specific retailer and venue types and drive lifts in consideration, brick-and-mortar visits, and sales. By automating the buying process and targeting specific audiences, ShopConnect reduces the wastage of ad budgets, resulting in higher ROAS (return on ad spend). “Marketers are increasingly prioritizing omnichannel strategies, and the digitization of OOH has become a powerful element in cross-platform consumer engagement throughout the customer journey,” said Jim Wilson, CEO of Talon U.S. “Our collaboration with Assembly represents a pivotal moment at the crossroads of OOH and retail media. We are equipping brands and agencies with cutting-edge tools and insights to unlock the full potential of OOH in reaching and engaging consumers throughout their purchase journey and driving full-funnel outcomes.” 

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As marketers and agency partners pivot their media planning and buying strategies from channel silos to an omnichannel approach, it’s more important than ever to rethink the role of OOH. Talon created the CMO Guide to OOH Advertising for marketers to unlock the full potential of a sophisticated media channel, presenting insights, expert tips, and case studies.

Highlights for Marketers:

Download Guide Here