mike

Teaching Media Strategy at Marist College

 

Explain your role with Talon

My role is somewhat of a jack of all trades here at Talon, and that goes for my whole team not just me. While we have traditionally been handling every aspect of the OOH planning and buying process, we’ve recently split this up to focus more on the strategy behind our OOH plans and on building our client and vendor relationships. The goal is to provide best-in-class client service to our agency partners, like Havas, while enabling us to tell the story of why OOH works for their clients.

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

Certainly, a bit of everything, that is for sure. We typically have a mix of client, agency, and vendor discussions on current and future OOH campaigns. We also work heavily with the various internal teams at Talon to bring all the pieces together before presenting to clients. I like to think of us as wrapping up the present and putting the bow on top. Putting those final touches on and rounding out any missing parts. We’re also constantly working to ensure our campaigns are running smoothly and addressing any concerns that may arise.

What do you enjoy most about working in OOH?

I love the people and the relationships the best. From working with internal teams, to agency partners, to vendors, and clients, I thoroughly enjoy collaborating with people from all different walks of life to build out the unique and thoughtful OOH plans we put forward at Talon. There is also something about the physical, real-world nature of OOH that feels more present than other media formats that come and go with a flash on the screen.

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

It was a relatively small buy, but I do remember my first billboard I bought in Times Square. It was for COTY, and I thought it was the coolest thing. You can’t even buy this unit anymore as it’s strictly a Netflix perm, but every time I see it, I do remember working on that project.

You recently started teaching Media Strategy at Marist College, how have you been able to bring the real world into the classroom?

This, I think, is the key reason I wanted to take on this role. While at Marist, I enjoyed working with professors who brought that real-world experience into the classroom, pulling in knowledge from their time in the advertising industry. When I was asked if I could teach this course, I thought about what I know and what I have experienced and thought I could also bring some insight into the classroom, albeit with a unique perspective having worked in both traditional and digital media channels.

What is something that you’ve learned already from your experience as a college professor?

It’s an online, asynchronous class, which can be considered quite demanding, at least I thought so when I was in school. Definitely more of a graduate-level pace/expectation of the students as they do a lot of the course material on their own schedule. I think seeing the difference less than a decade makes in the way students have adopted using technology, especially coming out of the pandemic, is really interesting to me.

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

Try and say yes to as much as you can, it may sound cliché but that is definitely how I am where I am today.

New York, NY – September 14, 2023 – Talon, the global independent Out of Home (OOH) media company, today announced that it has formed a strategic North American partnership with Mediaplus to develop and execute data-driven, creative, and measurable OOH campaigns for advertisers. The partnership, which extends Talon’s existing global relationship with Mediaplus, launched with a spectacular, high-impact, digital-led OOH campaign for De’Longhi North America, a global leader in the specialty coffee and espresso category known for superior Italian design and breakthrough technology.

“OOH remains a strategically essential medium for our clients to create real-world and human connections with their audiences and drive brand and business outcomes,” said Tamara Alesi, CEO of Mediaplus North America. “Talon is at the forefront of the OOH evolution with innovative proprietary data-driven tools and technologies that drive ROI and best-in-class creative. With this partnership, we are advancing our clients’ access to a highly evolved, digitized, and innovative offering enabling differentiation of their brands.”

Mediaplus North America is part of Mediaplus Group, Europe’s largest independent and partner-managed media agency with 35 offices across 18 countries. Since launching in 2022, Mediaplus North America has seen accelerated growth. Proud of the company they keep, the client roster includes De’Longhi, Siemens, and Hardcrafted LLC to name a few.

Mediaplus will leverage Talon’s industry-leading talent and best-in-class OOH suite of products, powered by proprietary technologies, to enable advertisers to capitalize on a transformed, data-driven medium. Talon will be integrated into Mediaplus’ strategic and evolved planning process in North America to maximize OOH innovation, relevance, and effectiveness for Mediaplus clients.

“Mediaplus is expanding rapidly in North America and innovation is what sets them apart. Our collaboration will be focused on unlocking the creative and brand-building power of OOH and driving full-funnel outcomes for Mediaplus clients and partners,” said Jim Wilson, CEO, Talon (North America). “OOH has morphed into an advanced media platform that delivers reach, frequency, and results and is unmatched as a creative canvas for brands to bring their stories and experiences to life at meaningful scale. The strengthening of Talon’s partnership with Mediaplus — with combined goals to drive effectiveness and improve business results for clients — will undoubtedly deliver better outcomes for advertisers and add genuine value to the top and bottom line.”

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 Dubai, Dublin, Frankfurt, Manchester, New York, Toronto, 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 Mediaplus

Mediaplus is part of Serviceplan Group, the largest independently owned, agency group in Europe, across 18 countries and with more than 5,500 employees. In North America Mediaplus is a boutique with the backbone of a giant, making the agency the perfect fit for brand partners. Mediaplus’s operating model offers flexibility to brands, without sacrificing access to strategic critical planning, technical and executional tools. They provide the additional freedom to access the group’s full global and integrated capabilities. Mediaplus delivers on the best of both, efficiency with their global clout, effectiveness with a hands-on and personal approach. For more information, please visit www.mediaplus.com and follow up on LinkedIn.

Todd Palatnek 1

Mel Lindquist’s Journey in Talon OOH: A Focus on APAC Region

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. ​ 

This week, Talon US CEO, Jim Wilson, chats with Todd Palatnek, Senior Vice President of Client Development for Talon US, to learn more about the newest member of the Talon family!

Todd, welcome to the Talon family! To kick off, tell us about your background along with your expectations for the future of OOH?   

Having spent over 17 years immersed in the dynamic world of OOH, I’ve gained a unique perspective from both agency and vendor angles. Throughout my journey, I’ve always believed that adopting digital into OOH will play a crucial role in shaping the industry.

I had the privilege of contributing to the growth of C2C Outdoor, a specialized OOH group, serving as Vice President for a decade until its acquisition by Posterscope. My journey then took me to Waze, a Google company, where I pioneered a new OOH product and spearheaded its expansion across the OOH and digital landscapes. Subsequently, I joined MediaMath as Vice President of Client Success, leading the Retail team and overseeing a talented group of 15 individuals. At MediaMath, my role as a mentor and leader extended beyond the organization’s boundaries, as I played a pivotal role in cultivating growth within the Retail vertical across all programmatic digital channels.

My career has traversed the digital media landscape, offering me a front-row seat to the transformative evolution of OOH. Today, OOH stands at the intersection of boundless creativity, cutting-edge technology, and an expanding range of inventory formats, making it an exceptionally thrilling medium. The ongoing digital revolution within OOH, driven by data and technology investments, has elevated it into an advanced media platform. This platform empowers advertisers to achieve remarkable results through broad-reaching brand awareness campaigns or precision-focused performance marketing initiatives.

As more marketers across sectors embrace the potential of OOH, there’s tremendous growth potential. I am eager to assist brands and agencies seize this opportunity – to help them reimagine OOH’s possibilities to think outside and drive their businesses forward.

Omnichannel marketing has become increasingly important for advertisers. How do you see OOH fitting into the broader landscape of omnichannel strategies?

Now more than ever, advertisers are focused on maximizing their investments by putting their dollars into the most effective channels. Many are prioritizing an omnichannel approach. They’re testing and learning to see which channels are working — and OOH has the data and tech to prove the results.

Including OOH in an omnichannel strategy is way more than just extending reach. It allows marketers to influence consumers with cohesive messaging across channels. Advertisers that integrate OOH into their cross-platform strategy can truly reap the benefits of engaging with consumers throughout the entire customer journey.

A prime example is the growing trend of connecting OOH and CTV campaigns. We’re seeing more advertisers testing and connecting audience data between CTV and OOH in an integrated campaign. Watch this space!

What’s your view on getting more advertisers to increase their ad share spend in OOH?

Education is critical to unlocking the vast potential within OOH advertising and is one of my core priorities as I work closely with brands and agencies. Many marketers remain unaware of the expansive capabilities OOH offers today, which has come a long way from the days of simply placing a static billboard ad with a local vendor. I am passionate about educating on the evolution of OOH’s capacity to yield measurable results and how it’s advanced – unlocking a world of opportunity!

At Talon, we stand at the forefront of this evolution, equipped with industry-leading technology, a team of experts, and a wealth of compelling case studies. We are passionate about illustrating how OOH continues to transform and its unique value as the final touchpoint along the consumer’s path to purchase. There’s a wealth of untapped opportunities in this space, and through education and innovation, we can unlock its full potential.

What attracted you to Talon, and how does Talon exemplify the pioneering of technology and data-driven insights in the transformation of OOH advertising?

Talon’s appeal lies in its pivotal role in reshaping the out-of-home (OOH) advertising landscape through cutting-edge technology and data capabilities. In the realm of education, Talon empowers brands and agencies with tools that streamline the OOH planning and buying process, liberating them from cumbersome manual procedures and spreadsheets. Notably, Talon’s comprehensive inventory scoring system offers advertisers invaluable insights into the most effective locations for their campaigns, enhancing the precision of their strategies.

Furthermore, Talon leverages innovation, particularly in targeting and measurement within OOH. Audience targeting enables advertisers to zero in on specific demographic segments, leveraging mobile location data to identify real-world movement patterns, allowing advertisers to obtain inventory that best reaches their target demographics. Talon’s advanced measurement and attribution solutions close the loop by directly linking OOH ad exposure to a wide array of results, including brand sentiment, purchase intent, foot traffic, and website visits. This empowers performance marketers with reliable insights into the impact of OOH campaigns on consumer journeys and path-to-purchase, emphasizing OOH’s unparalleled ability to deliver broad-scale results.

What drew me to Talon is its position at the forefront of OOH’s transformation, driven by leading-edge technologies and expert teams. Talon’s unwavering commitment to innovation and substantial investments in tools and technology guarantee an exceptional experience and foolproof outcomes for advertisers. The phenomenal creative capabilities of Grand Visual are another attribute that sets Talon apart, being awarded consistently for creativity at prestigious events like Cannes Lions. In this exciting era for OOH, there’s no better place to be part of this transformation than here at Talon.

 

Alice Date

Supports Agency’s Ambition Toward Becoming B Corp Organization

London – August 24, 2023 – Today, the global independent Out of Home (OOH) media agency, Talon announced the appointment of its first Group Sustainability Manager, Alice Date. The appointment coincides with Talon joining Ad Net Zero, the global advertising industry’s drive to decarbonize the production, distribution, and publications of advertising, signifying Talon Group’s commitment to driving sustainable practices throughout its business and the wider advertising ecosystem.

“At Talon, we take our role in setting industry standards in environmental, social, and corporate practices incredibly seriously,” said Barry Cupples, Group CEO, Talon. “Alice is joining as we actively ramp up our efforts and commitments to this cause; she brings a fresh burst of energy and new perspective of the challenge we face within the advertising industry and we’re all looking forward to supporting her as she implements important changes across our organization’s operations.”

Alice Date joins Talon following four years in Australia at the transformation consultancy firm, EY, where she supported the implementation of sustainable practices through strategy development and reporting. Additionally, she has strong experience in environmental, social, and corporate governance (ESG) data interpretation and developing effective roadmaps toward net zero and wider bespoke sustainability strategies.

Alice’s impressive skill sets arrive at a pivotal point in the organization’s sustainability journey. Effective immediately, she will be responsible for developing Talon’s global sustainability strategy and driving its ambition towards becoming a B Corp organization.

“I’m incredibly excited to be leading and continuing Talon’s sustainability program,” said Date. “There is a clear enthusiasm across the organization for being a driving force in creating a more sustainable industry – and I’m looking forward to channelling this enthusiasm into clear, practical, and impactful initiatives.”

As part of Talon’s commitment to Ad Net Zero, Alice will spearhead the efforts in reducing emissions from advertising business operations and production, media planning and buying, and awards and events programs, as well as harnessing the power of advertising to supercharge behavioural change.

Alice will also oversee the carbon reduction program, developing a strategy to ensure Talon can reduce emissions and contribute to the collective goal of the industry to allow for more robust and transparent reporting.

Alice will be based in Talon’s London office and report into Group Chief Strategy Officer, Sophie Pemberton.

TP 1

Palatnek’s Appointment Bolsters Talon’s Leadership Team Driving Innovation and Performance

New York, NY – August 10, 2023 – Talon, the global independent Out of Home (OOH) media agency, today announced the appointment of Todd Palatnek, joining the Leadership team in the position of Senior Vice President of Client Development. Todd joins Talon US from MediaMath, where he served as Vice President of Client Success. Effective immediately, he will be responsible for spearheading Talon’s business expansion and driving revenue growth in North America.

“Brands are demanding more from their media investments and OOH has emerged as an advanced, data-powered, and inventive medium – with Talon leading the way,” said Jim Wilson, CEO of Talon US. “Todd joins our team at a pivotal time as we continue to scale our North American business. His wealth of experience in OOH, digital media, data, and technology and his proven track record for achieving outcomes makes him a valuable leader to drive our new business initiatives forward. I’m confident that he’ll be an asset in unlocking the full value that OOH plays in an omnichannel strategy for our expanding roster of clients and advertisers.”

As a seasoned sales executive, Todd brings decades of expertise in digital media buying and OOH. During his tenure at MediaMath, his role in driving client strategy across the digital media ecosystem led to significant return for clients on their digital ad spend. At C2C Outdoor he was instrumental in the successful launch and expansion of the esteemed boutique OOH specialty group. Todd’s role in introducing the OOH product offering within Google’s Waze solidified his reputation as a driving force of innovation within the industry.

“Talon’s market leadership in North America has created a path for accelerated growth and demonstrates its unwavering commitment to innovation,” said Todd. “OOH continues to become a larger part of marketers’ omnichannel media approach and Talon is set up to thrive with the development of proprietary tools and technology as this integration grows. I am eager to work alongside Talon’s talented team and contribute my expertise and vision as we work to educate advertisers on how they can unleash the full potential of OOH’s digitized and unparalleled creative capabilities.”

With the loss of third-party data looming and audience journeys becoming more complex as they toggle between online and offline worlds, the OOH medium offers a unique opportunity to engage consumers along their connected journeys. The latest technical advancements in OOH allow digital buyers to tap into the array of new screens available so that they can unleash the full potential of their omnichannel marketing strategies.

Adds Palatnek, “By working with Talon, brands and agencies can close the gap between offline and online, leading consumers on a path to purchase through highly engaging and impactful ad experiences.”

The expansion of leadership marks a pivotal moment for the Company which just celebrated its 10th anniversary as it strengthens its foothold in North America and emerges as a major player in the advertising industry. Talon’s commitment to creativity and excellence has achieved global industry recognition, most recently earning the coveted Bronze Media Lion for Talon-owned Grand Visual’s collaboration with FCB NY for Budweiser, and AdMonsters and AdExchanger’s Top Women in Media and Tech Awards honor.

Lucy Baumgartner’s Talon Story: Leadership and Innovation

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 Lucy Baumgartner, our Senior Effectiveness Executive and also the recipient of the OMA’s Rising Star Award.

Explain your role? 

My main role is to provide campaign measurement solutions for our clients. I manage the measurement fieldwork with our research partners, and then create reports and run debriefs with clients, giving insight into how their campaign performed and future recommendations.   

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

I usually get into the office early to beat the busy commute and check in on where our measurement studies are tracking. If studies have completed and we have received client data I will create reports, and if not I work on wider projects to inform industry questions. You’ll usually find me buried in our benchmark database and admiring my excel formulas.  

What do you enjoy most about working in OOH? 

I think generally it’s a very exciting channel. I love constantly pointing out our campaigns when I’m out and about (to the annoyance of my friends!) We’re also a very sociable bunch so the lunch time drinks are usually the highlight of the day. 

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

Definitely winning the OMA’s Rising Star award and celebrating with all my colleagues and friends! 

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

Don’t get too wrapped up in what you think you should do in your career. I studied history at university and absolutely hated numbers and presenting at school. Now analysing numbers and trends and presenting back to the company and clients is the largest part of my job and I thoroughly enjoy it.  

What do you get up to outside of work? 

At the moment, my favourite thing to do is look after my new niece. But when I’m released from babysitting duties I enjoy exercising and getting out of the city for walks.  

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

Definitely learn a language, probably Italian so I could travel the country and eat my bodyweight in pasta and tiramisu.  

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

I met my partner in Thailand at an elephant sanctuary after he offered me a banana – no pun intended.  

Caroline Decourcy’s Insights: A Deep Dive Inside Talon

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 Caroline Decourcy, our Insights Director, at Talon in Ireland.

Explain your role? 

I am the Insights Director for Talon in Ireland, responsible for all elements of research and insights for our market. I support our planning teams through insight rationale and justification for using OOH across all objectives, categories, and briefs. I work alongside our planning teams on new client business, pitches and OOH market updates at certain times of the year too – a varied role! I am the Talon rep for JNOR, our long-standing OOH Measurement system, a topic I am very passionate about! I am also lucky enough to work with the wider measurement team in London too.

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

I usually start my day with my calendar, checking what’s ahead in terms of meetings and tasks due that day and week, then work through my emails and start working through my list. None of this is remotely possible without a large coffee from Butlers and a chat with everyone!

What do you enjoy most about working in OOH? 

I’ve worked in OOH for over 20 years (eek!) and one of the things I love most is the evolution of the industry, that no day is ever the same. I love OOH for its creative capabilities, and watching how we, as a team, bring ideas to life on street. Seeing clients share our work is a great feeling.  I love meeting the people who in OOH (and other media). We get to deal with so many different media partners and companies, so there’s many opportunities to meet interesting people along the way too.

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

I’d have to say that award wins are a key highlight for me.  I think they showcase, not just the brilliant work we do as a company but, the calibre of our people and ideas. 

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

OOH, while one of the oldest mediums around is definitely one of the most dynamic and fast-changing, presenting opportunities for newcomers to the field with a chance to progress, grow and – more importantly – learn. With developments in technology and data, there are so many areas of the business to choose from. There has never been a better time to join the OOH Industry!

What do you get up to outside of work? 

I love spending time outdoors and am lucky enough to live by the sea so love getting out for walks on the marina with my family. I love eating out and reading books and spending time with friends. I recently re-joined the local tennis club so working on brushing up on my skills!

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

I’d love to be fluent in Spanish so using Duolingo to learn what I can! I’d also love to learn to play the piano.

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

Going slightly off-piste I know, but my daughter was born in 2014 at 26 weeks while we were on holidays in the Algarve.  We lived in Portugal for just over 2 months until she was well enough to be transferred to Dublin. A life changing experience obviously but taught me strength, resilience and to never give up on anything you set your heart on. Not to mention learning all the medical jargon in Portuguese!  I always wanted to live abroad for a period, but in future I’ll be careful what I wish for! 😊 But an amazing outcome – so worth the fight!

 

CPG brands have consistently been among the dominant advertisers in OOH and many are at the forefront of tapping into the expanded digital and enhanced creative capabilities to drive full-funnel brand goals. Dan Dawson, Grand Visual’s Chief Creative Officer was a featured speaker at the DPAA’s The CPG DOOH 3.0 event on the “Cheers to DOOH Success: Insights into Adult Beverage and Beyond” panel.

Dan was joined by Jessica Chappell, Senior Vice President, Managing Director of Digital & OOH, Evergreen Trading, and Michael Burgi, Senior Editor, Media Buying and Planning, Digiday, served as the moderator. Together, they delved into the creative and strategic intricacies of DOOH advertising in the adult beverage industry, offering valuable insights into award-winning campaigns.

Key quotes and takeaways

OOH’s Appeal for Alcohol Brands 

“Brand fame is something that OOH offers more than any other channel — as the campaigns on billboards are what everyone remembers. This is what OOH does really well and that’s why this is a perfect marriage between OOH and the adult beverage sector.” – Dan Dawson

“Digital OOH allows our beverage clients to be more nimble and really be in the right place at the right time — and to be precise in building their media plans. It adds to the fame and allows us to be hyper-targeted, particularly if a budget is limited.” – Jessica Chappell

“Digital OOH is the perfect playground for adult beverage brands. As we’ve become more digitized, we can highly target specific adult audiences and drive mass awareness. Most adult beverage brands are seeking to shout their message on either a product benefit, a moment in time or a moment that matters and OOH is perfect for this.” – Dan Dawson

Building Emotional Connections Through Dynamic DOOH Creative

“It’s about the moments that matter and those moments could be anything related to cultural events, the weather or even delays on the subway. It could be anything that we can use as a piece of live data to tap into the emotional relevance to an audience at a given time.” – Dan Dawson

“The OOH medium has evolved tremendously over the last 10 years. Our clients are always seeking guidance on the creative principles — what they should and shouldn’t do and say. And we’re always striving and pushing our clients to be original and think about how to differentiate their brand from competitors. Be original in thinking, be creative, be tactical — and embracing hyper-relevant and timely tactics is key to capturing the moment and maximizing impact.” – Dan Dawson

“Emotion is key. When we can make people feel something, they will do something. And that runs through all of our advertising. We work hard to make people feel something, whether it’s joy, humor, or even cry. Leveraging the power of emotional advertising gets the story out — to inspire meaningful engagement.” – Dan Dawson

Case Studies for Driving OOH Success

“For our client, Tincup Whiskey (a Proximo brand), they’ve always had this affinity with the great outdoors and we helped them coin the line — the spirit of adventure is the whiskey that you open after you’ve climbed the mountain or been out on that hike or that bike ride.” – Dan Dawson

“Tincup wanted to celebrate the moment of wins. We created a powerful Tincup campaign centered on their Colorado Avalanche sponsorship, coinciding with their Stanley Cup victory – an incredible achievement. We launched an engaging countdown to the home games at downtown Denver’s Ball Arena. As each game unfolded, live stories were broadcasted, and our OOH screens in the vicinity dynamically updated with the latest results. This was an innovative and smart example of a dynamic campaign.” – Dan Dawson

“For a champagne brand or sparkling wine, we focus on aligning with market events. In the summer, we consider messages tailored for the Hamptons or Jersey Shore to achieve contextual alignment and deliver a specific impact. Ensuring contextual alignment not only resonates deeply with consumers but also keeps the brand at the forefront of their minds.” – Jessica Chappell