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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.

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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.

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A new report from Outsmart, the trade body for the UK Out of Home (OOH) advertising industry, finds that OOH is the most sustainable advertising platform for brands when compared to other major media.

The findings, produced by KPMG, are outlined in ‘Low Carbon, Low Power: An analysis of OOH energy consumption and CO2 emissions’, published today.

KPMG’s research found that out of all the media measured (Online, TV, Radio, Print and Email), the OOH industry produces the least amount of carbon emissions per impression.

OOH represents 3.3% of the UK’s total advertising power consumption, and just 0.067% of all the power consumption in the UK. This means that OOH advertising’s power consumption is lower than its share of all advertising spend (3.8%) * (AA/WARC 2023).

The findings reveal that OOH makes up less than 3.5% of the total carbon footprint of the UK’s advertising activities.

This positive report card for OOH alongside the sector’s ability to improve sustainability is in great part due to OOH media owners having control over the entire supply chain and end-to-end operations.

OOH media owners Clear Channel, Global, JCDecaux, and Ocean Outdoor contributed their data to the new report, with other media owners providing examples of their ability to reduce emissions across business operations.

Sustainability initiatives include maximising the recycling rate of materials, converting to more energy efficient lighting, optimising logistics routes, and most importantly, appointing suppliers based on their environmental credentials.

Tim Lumb, Director of Outsmart, said: “When we look at either the power consumption or the carbon emissions advertising “pie”, OOH is an incredibly small slice. Media owners have control over their supply chain, delivery and end of cycle processes – controls that result in demonstrable reductions to climate impact, at pace.”

Stéphanie Taupin, Global Strategy Director at KPMG, added: “The study results are consistent with a similar study we did in France: OOH allows brands to execute more environmentally friendly campaigns than other media when measured by contact or pound invested. Furthermore, OOH has opportunities to reduce its climate impact because it benefits from several reduction levers.”

Another recent study from Outsmart and Legacy reported that OOH is in a strong position across several key ESG metrics, performing especially well across environmental factors. Outsmart also recently announced that the UK OOH sector contributed £411m to support public services, infrastructure, communities and employees in 2021 – representing 46% of its advertising revenue.

“Of course, sustainability efforts have no end point, but the OOH sector is committed to improving and innovating across environmental and social sustainability, as shown in the initiatives from Outsmart members”, Lumb concluded.

This article first appeared on Outsmart.

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BBC Studios uses the power of Creative Out of Home to create a Gladiators immersive experience in Manchester with Talon and Grand Visual 

The BBC, with global independent Out of Home (OOH) agency Talon and its award-winning OOH production arm, Grand Visual, has brought the Gladiator experience to Manchester’s Trafford Centre in The Gladiators Inflatable Duel.

The experiential activation, which took place on Saturday 9th of March, featured an inflatable immersive experience for nine hours to stir excitement around the highly anticipated semi-finals and finals of the iconic television show. As part of the experience, shoppers at The Trafford Centre were invited to experience a part of the show and engage with the cast themselves by taking part in two to three rounds of battles.

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Leveraging Talon’s expertise in outdoor media, Grand Visual’s world class creative experience and BBC’s unrivalled entertainment legacy, this execution gave audiences the opportunity to experience the adrenaline-filled world of Gladiators action and competition for themselves.

Gladiators returned to screens for the first time this year since 2008 and has reignited fresh enthusiasm for the ultimate test of strength and speed with 9.8 million viewers tuning in to the first episode of the new series. The next generation of Gladiators has proven particularly popular with the younger audience, with 1.9m under 15s tuning in to episode one.

To support the activation, Talon planned a Digital Out of Home campaign that took over the shopping centre to drive consumers to the activity. The creative focused particularly on capturing the attention of Gladiators’ core demographic of 16-34-year-olds, designed to entice them to the adrenaline-pumped atmosphere of the replica Gladiator arena, transporting viewers into the heart of action.

Jay Young, Managing Director at Grand Visual, part of Talon, comments: “We were thrilled to partner with BBC Studios to bring the exhilarating world of Gladiators to Manchester. Through creative use of the Digital Out of Home screens positioned  throughout the centre, we drove excited crowds to put their strength to the test. Audience appetite for in-person events is fully back in swing, and this presents an exciting opportunity for brands to experiment with new ways to engage with audiences.”

Niki Carr, Senior Head of Marketing at BBC, said: “Gladiators holds a special place in people’s hearts. Talon and Grand Visual helped us bring the experience to life, creating ways for people to enjoy and interact with the show, generating excitement around the Semi final and Grand Finale. This collaboration demonstrates the power of creativity to captivate audiences and drive engagement. We were thrilled to bring such a fun experience to the Trafford Centre and loved watching our audience battling it out!”

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Credits:

Client: BBC 

Advertising Agency: BBC Creative  

Associate Mx Director: Debbie Yuen 

Planning Manager: Pegi Jones  

Planner: Lucy Lyth  

Business Director: Sandra Hernadez  

Senior Client Manager: Georgia Harrison 

Senior Producer: Fran Betts 

Media Company: Havas 

Production Company: Ann Squared 

Production Manager: Charlotte Boag 

Event Producer: Caroline Osbourne 

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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Camille Uzan Promoted to Head of Planning and Operations

In an exciting development at Talon International, we are pleased to announce the promotion of Camille Uzan from Business Director to Head of Planning and Operations. This promotion is a testament to Talon International’s commitment to bolstering our operational excellence and planning capabilities across our global network. 

Talon International are at the forefront of the global OOH industry, experiencing robust growth from not only our UK based international clients but also from Talon offices in the US, Germany, Ireland, Dubai and Singapore who are all experiencing an increase in international, multi market requirements from local clients. Our ability to cater to the increasing demand from our clients around the world is a testament to the strength and leadership of our team. As we build on this success, the role of planning and operational excellence is increasingly important.  

Camille’s new role is designed to harness her exceptional skills and deep industry knowledge to nurture key client and agency relationships and drive the development of key processes. These processes will ensure Talon International continue to plan, buy, and execute efficient and effective global OOH campaigns.   

Adrian Skelton, Managing Partner – International, said: “OOH is evolving at pace across the globe, with growth being driven by technology, creativity, and innovation. Camille’s knowledge, passion, and enthusiasm for international OOH will ensure our standards for best practice continue to evolve across the ever-changing international OOH landscape.   

Camille’s promotion reflects Talon International’s dedication to excellence and innovation in the OOH sector. Her experience and commitment to delivering results will play a pivotal role in enhancing our operational and planning strategies, ensuring we stay ahead and continue to deliver excellent business outcomes for our clients.”  

Talon International serves as a centralised hub connecting over 20 Talon and partner offices around the world, enabling us to plan, buy and execute client campaigns in over 100 markets worldwide.