The alliance aims to strengthen transparency and accountability for Digital OOH campaigns. 

Talon, the leading Out of Home (OOH) advertising agency, today announced a strategic partnership with UniLED Software, a trusted third-party verification provider, to strengthen transparency and accountability in Digital OOH campaigns.

The move will bolster digital verification for Talon clients by providing an intuitive and market leading UI experience alongside providing access to verify 100% of the UK OOH market via PlayOut and other connections to Media Owners content management systems. This collaboration reflects a shared commitment to transparency and trust, giving advertisers consistent, independently validated standardised reporting.

PlayOut, launched by Outsmart in July 2023, is the UK OOH sector’s industry-wide data warehouse that manages and enables the sharing of Out of Home Media Owner playout data – delivering daily updates, real-time visibility, and accurate reporting through a standardised framework.

UniLED’s award-winning platform, UniLIVE, will enhance PlayOut by seamlessly integrating and validating campaigns against Route-verified impacts, adding third-party assurance beyond simple play counts. This ensures extremely high levels of accuracy, consistency, and credibility whilst providing a single source of truth within the OOH market.

By partnering with UniLED, Talon strengthens its commitment to transparency, trust, and innovation in Digital OOH while driving the industry toward greater accountability and operational efficiency.

Talon, the world’s leading independent Out of Home agency, is proud to announce it has been officially recognised as a Great Place to Work Certified™ organisation across the UK, Ireland, USA, and Canada. 

This prestigious certification is based on validated, anonymous feedback from employees across Talon’s group of companies (including Evolve and Grand Visual), gathered through the globally respected Great Place To Work® platform. The accreditation, which requires a minimum of 65% of employees in each qualifying market to report a consistently positive experience, is a testament to Talon’s ongoing commitment to fostering a supportive and empowering workplace culture. 

This latest recognition builds on Talon’s strong track record as an employer of choice, having previously been named one of The Sunday Times Best Places to Work and featured in Campaign’s Best Places to Work list. These accolades reflect Talon’s people-first philosophy and dedication to creating an environment where every individual can thrive.   

Sue Frogley, Global CEO at Talon, commented: “We are delighted to receive this recognition, which reflects the genuine experiences of our people. Their positive feedback about working here, across teams, leadership, and roles, means a great deal to us. This is not a moment to rest, but a benchmark from which we will continue to enhance our employee experience and maintain our position as the number one destination for the best talent in our industry.” 

Benedict Gautrey, Managing Director of Great Place To Work® UK, added: “We know that prioritising the employee experience leads to building trust among employees, fostering a remarkable workplace culture, and ultimately achieving exceptional business outcomes. Congratulations!”

With the spotlight firmly on brand resilience and growth, this report by renowned media analyst Ian Whittaker urges advertisers to rethink their approach to media allocation. It advocates for greater investment in brand-building channels amid ongoing economic uncertainty and digital disruption. 

The analysis demonstrates that shifting spend towards Out of Home (OOH) and other brand-building platforms could unlock billions in savings and create significant shareholder value. The focus is on long-term brand equity rather than immediate sales, showing how trusted public media supports stronger visibility and credibility in an increasingly crowded digital landscape. 

Why OOH Matters

Currently, OOH accounts for just 3% of UK advertising spend, yet it remains one of the most attention-grabbing and trusted channels for brand communication. As AI driven content increases and digital noise grows, OOH offers a public, credible space to reach audiences meaningfully. 

Even though online channels will represent 78% of UK ad spend by 2025, consumer spending has remained largely flat for two decades. This shows that digital dominance alone does not drive broad economic growth. The report highlights that reallocating budgets to brand-building platforms like TV and OOH can improve efficiency and deliver long-term value. 

Inside the Whitepaper

• The Key Mega Trends: Explore the economic, technological, and market forces reshaping advertising. 

• Why OOH Fits These Trends: Learn why OOH provides trust, visibility, and impact in a digitally saturated world. 

• UK Advertising Growth to 2030: Understand how the market is evolving and the implications for brand strategy. 

Play for Profits: Practical guidance on optimising media allocation to 2030 to strengthen brands and maximise value.

Talon is proud to be one of the 14 IPA Media Climate Charter agencies participating in the pilot phase of the Institute of Practitioners in Advertising (IPA) upcoming launch of a carbon emissions calculator for the media supply chain. Marking a major step forward in sustainable advertising, the pilot testing is set to begin before the end of 2025. 

Developed in alignment with Ad Net Zero’s Global Media Sustainability Framework (GMSF), this new tool will empower agencies and advertisers to accurately measure and reduce the environmental impact of their media campaigns. Talon’s involvement will be alongside other forward-thinking agencies, including IPG Mediabrands, Omnicom Media Group, and the7stars, Talon will help shape the future of sustainable media practices. 

A new standard for sustainable media 

This industry-first calculator is designed to comply with internationally recognised sustainability standards, including the IPCC framework and the Greenhouse Gas Protocol. It directly supports Action 3 of the Ad Net Zero Action Plan, which focuses on cutting emissions across media planning, buying, and distribution. 

By embedding the GMSF into its core, the calculator ensures a consistent, transparent, and actionable approach to sustainability, helping the advertising industry move decisively toward net-zero emissions. 

Developed by Good-Loop, backed by the IPA 

Following a rigorous selection process, the IPA appointed Good-Loop as its technical partner to develop the tool. Known for its commitment to ethical advertising, Good-Loop will deliver a solution that is Transparent, offering clear verifiable data, Standardised, enabling consistent emissions tracking across media channels and Actionable, helping agencies and brands take meaningful steps toward sustainability. 

Key benefits of the new calculator 

• Comprehensive Coverage: Calculates emissions across six major media channels, TV, digital, print, audio, outdoor, and cinema. 

• Industry-Wide Standardisation: Promotes consistent and comparable tracking across the advertising ecosystem. 

• Support for Ad Net Zero Goals: Aligns with global climate commitments and empowers agencies to lead responsible change. 

• Transparency and Accountability: Helps brands demonstrate authentic sustainability efforts with credible data. 

Looking ahead: Global collaboration 

In addition to the UK rollout, the IPA and Ad Net Zero are launching an international coalition to support the development of region-specific versions of the calculator. This initiative invites advertising bodies from around the world to collaborate, ensuring that sustainability standards are globally relevant and locally actionable. 

Luke Willbourn, Managing Director, Talon UK “At Talon, we believe that sustainability is not just a responsibility, it’s an opportunity to lead. By participating in this pilot, we’re helping to set the benchmark for environmentally conscious OOH media planning and buying, and driving meaningful change across the industry.”

The hire marks a strategic shift for the OOH agency as it builds its first dedicated programmatic team.

Talon UK announces the appointment of Alan Meech as Programmatic Business Director, a pivotal role that will help to accelerate the company’s ambition to advance programmatic Out of Home. Meech’s appointment comes soon after Shanil Chande, who recently joined Talon in the newly formed role of Chief Programmatic Officer.

Meech joins Talon with over 25 years of experience across media agencies, client-side roles, and media owners in both the UK and Australia. Most recently, he served as Senior Associate Director and Agency Lead for Programmatic DOOH (pDOOH) at EssenceMediacom, where he spearheaded the agency’s programmatic strategy, delivering significant revenue growth and award-winning campaigns for clients.  

In his new role, Meech will be instrumental in helping Chande in positioning Talon as the market leader in intelligent PrDOOH activation. He will lead the servicing of key digital and programmatic agency clients, advocate for the inclusion of PrDOOH in omnichannel strategies, and drive incremental revenue through Talon’s proprietary technology and data platforms, Ada and Atlas. 

Shanil Chande, Chief Programmatic Officer at Talon UK, commented: “Alan’s appointment is a major step forward in our mission to unlock the full potential of programmatic OOH. His deep expertise, commercial acumen, and passion for innovation will be invaluable as we continue to evolve our offering and deliver meaningful outcomes for our clients. I’m excited to work closely with Alan as we shape the future of this fast-growing space.” 

Alan Meech, Programmatic Business Director at Talon UK added: “I’m excited to join Talon at such a transformative time for the industry. Talon’s commitment to creativity, technology, and client excellence aligns perfectly with my own values, and I look forward to helping shape the future of programmatic OOH as part of this dynamic team.” 

Alan will be based in London and will report directly to Chande.

Talon is proud to share that we have once again earned the highly respected IPA Effectiveness Accreditation 2025. Talon has been awarded the IPA certification for the third time, a programme first introduced by the IPA in 2021 to recognise agencies that deliver measurable effectiveness and act as true partners in driving growth. This year marks the highest number of accredited agencies since the programme’s inception.

What is the IPA Effectiveness Accreditation?

The IPA Effectiveness Accreditation highlights agencies that demonstrate a deep-rooted commitment to effectiveness and act as true partners in driving business growth. It sets a clear benchmark for how agencies embed creativity, measurement, and long-term value into their work. 

How Agencies are Judged: The Five Pillars of Effectiveness

Chaired by Alessandra Bellini, former Chief Customer Officer at Tesco, the expert judging panel reviewed agency submissions in a systematic process to assess how effectively agencies tackle business challenges and foster ongoing improvement. Accreditation was awarded to agencies that demonstrated meaningful impact across five core pillars: Focus, People, Process, Data & Measurement, and Impact:  a defined set of standards ensuring consistency and rigour across the programme.

Talon Among 44 Accredited Agencies in 2025

This year, Talon joins an elite group of 44 agencies who received this industry recognition, a meaningful achievement that reflects how effectiveness is embedded in everything we do. By working to this structured framework, we’re delivering more creativity, impact, and measurable results than ever before, continuing to provide exceptional value to our clients, inspiring positive change, and caring for our planet. We are incredibly proud and grateful for the continued dedication and hard work of our teams. 

Leadership Reflections on Effectiveness

Luke Willbourn, UK Managing Director, said: 
“Receiving the IPA Effectiveness Accreditation once again is a proud moment that reflects our unwavering commitment to delivering impactful work for our clients. Our commitment to pushing the boundaries of effectiveness in Out of Home remains stronger than ever. I’m incredibly grateful for the creativity, dedication, and focus on effectiveness from all of our talented teams, which has made this achievement possible. We’re honoured to be recognised alongside so many others doing great things for effectiveness in the industry.” 

Emily Alcorn, Chief Effectiveness Officer, said: 
“Working on this submission, I always find it such a rewarding moment to reflect, not only on the brilliant, effective work we deliver for our clients, but on how far we’ve come in building a truly learning-centric culture at Talon. I couldn’t be prouder of my colleagues whose hard work, creativity, and commitment to effectiveness made this possible. We’re in fantastic company – congratulations to all accredited agencies!”

Learn More

You can discover the full list of accredited agencies in the latest update from the IPA here.

Shanil Chande joins the specialist OOH agency in newly formed role to lead its UK programmatic offering, completing Talon’s UK leadership line-up.

London – 28 July 2025 – Talon, the leading independent global Out of Home (OOH) agency, today announced the appointment of Shanil Chande as Chief Programmatic Officer, completing the UK leadership team. The newly created role is a strategic milestone in Talon’s mission to drive smarter, data-led growth for clients through programmatic innovation.

Chande’s appointment reflects Talon’s ongoing investment in automation, technology and data – also reflecting broader market momentum with nearly half (47%) of UK brands now running programmatic-only DOOH campaigns, according to VIOOH’s State of the Nation report.

As Chief Programmatic Officer, Chande will lead the development and execution of Talon’s programmatic strategy across the UK, driving digital innovation and forging new commercial partnerships. He will also lead Talon’s newly formed team of programmatic experts to ensure the agency’s proprietary technology and data capabilities are fully integrated into client omnichannel strategies.

Chande brings over a decade of experience to the role, most recently as Commercial & Partnerships Director, UK & International at Hawk (an Azerion Company). There he played a pivotal role in the strategic direction and growth of the business, product innovation and channel diversification, while overseeing key partnerships. He has also held roles at IBT Media and Sky, managing high-profile agency accounts and delivering impactful digital campaigns.

Luke Willbourn, Managing Director, Talon UK said: “Shanil brings exactly the kind of programmatic expertise and commercial focus we need to help scale our digital offering with confidence. His appointment not only accelerates our ambitions in the programmatic space but completes a leadership team built to drive growth and deliver measurable results for our clients.”

Shanil Chande, Chief Programmatic Officer, Talon UK said: “This role is a great opportunity to shape how Talon applies automation, technology and data to across the entire planning and buying process. I can’t wait to work closely with our partners and internal teams to deliver even smarter, more effective campaigns for our clients that show just how powerful OOH can be in an omnichannel mix.”

With this appointment, Chande completes Talon’s UK leadership team, reinforcing the agency’s strategic commitment to digital transformation and market leadership.

The UK leadership team now includes Managing Director, Luke Willbourn; Chief Client Officer, Nicola Fox; Chief Effectiveness Officer, Emily Alcorn; Chief Planning Operations Officer, Jamie Finn; Chief Commercial Officer, James Rodham; and Finance Director, Jessica Dunn.

Chande joins Talon in August and will report to Willbourn.

Jérémie Golfidis joins the OOH specialist agency to drive national growth 

London – 30 June 2025 – Talon, the leading independent global Out of Home (OOH) agency, today announced the appointment of Jérémie Golfidis as Client Service Director (CSD) for Belgium & Luxembourg, strengthening the agency’s presence and authority in the local Belgian market.

Golfidis joins Talon Belgium & Luxembourg in August, reporting into Steven Heylen, the agency’s General Manager, working closely to accelerate in-depth (D)OOH planning, to drive strategic project execution, process optimisation, and continued innovation in the region. 

Golfidis joins Talon Belgium & Luxembourg from WPP, where he served as Planning Team Lead, leading high-performing teams and delivering OOH strategies for major clients. With more than a decade of experience in media planning and client leadership, he brings a deep understanding of campaign performance, innovation, and strategic growth to his role as Client Service Director.

Steven Heylen, General Manager, Talon Belgium & Luxembourg said: “We’re excited to welcome Jérémie to the Talon team. His deep expertise in OOH strategy, combined with a strong client-centric mindset and proven leadership, makes him the ideal fit to help drive this first phase of growth. His appointment reflects our commitment to helping clients in Belgium and Luxembourg succeed through smart, innovative and sustainable solutions.”

Jérémie Golfidis, Client Service Director, Talon Belgium & Luxembourg said: “This is an incredibly exciting time for Talon and the OOH industry. I’m thrilled to be part of delivering smart, impactful solutions that drive client growth and success in a rapidly evolving landscape. I’m looking forward to supporting in building Talon reputation for innovation, client focus, and a strong commitment to sustainable growth.”

About Talon

Talon is the world’s leading independent Out of Home (OOH) media agency, setting the standard for brands to connect with audiences in the real world, on a global, national and regional scale. Headquartered in London, with offices in major markets and cities across Europe, the Middle-East, North America and Asia-Pacific, Talon delivers effective, creative, and data-driven OOH solutions for some of the world’s biggest brands and leading agency groups. Talon also comprises Evolve, an international OOH specialist with a global planning and buying network spanning 100 markets, and Grand Visual, the award-winning creative studio redefining what’s possible in OOH. For more information, visit www.talonooh.com

For more info, please contact:

Mandy Rayment, Global Communications Director, [email protected]  

Steven Heylen, General Manager Belux, [email protected]

Talon is thrilled to announce that Lucy Baumgartner, Effectiveness Director, has been recognised as a winner in Media Week’s prestigious 30 Under 30 list for 2025.

Joining Talon and the OOH industry in 2021, Lucy Baumgartner has progressed from Insight Executive to Effectiveness Director in less than four years. She consistently delivers above and beyond her role and works tirelessly to prove the effectiveness of OOH for clients and the industry.   

Lucy’s commercial acumen has helped to transform measurement from a “nice-to-have” to a fundamental part of media plans, contributing to an impressive increase in measurement revenue, working across over 200 client campaign effectiveness projects and hosting 50 client research sessions.  

At the heart of Lucy’s work ethic is a client-centric approach, using her analytical skills and proactive solutions to guide brands on how best to use OOH to deliver on their specific objectives.  She communicates complicated data in a clear manner and creates digestible insights for clients to aid with their media planning.  

Lucy strives to support each pillar of the business with measurement and evidence, producing analysis of Talon’s DSP Atlas’ success, feeding insights into Talon’s tech platforms to boost their long-term effectiveness and producing research case studies for Grand Visual.  

Her pragmatic approach to client services has not only expanded Talon’s effectiveness approach but has set her on a trajectory as a formidable future force in the industry, contributing to the business winning multiple awards and being awarded Rising Star at the OMAs within a year of her career. 

Lucy exemplifies the creativity, innovation, and ambition that drives Talon forward as we reimagine the future of OOH. We’re incredibly proud of her achievement and grateful for her continued impact. 

Visit Campaign for more information on Media Week’s 30 Under 30 and to see the full winners list. 

In collaboration with our clients, agencies and media partners, Talon proudly took home 10 awards at this year’s Outdoor Media Awards – including the coveted Grand Prix. 

Hosted by Bauer Media Outdoor UK in collaboration with Campaign UK, the Outdoor Media Awards celebrate the best in Out of Home (OOH) advertising. 

Grand Prix & Brand Building – Gold

British Airways: Originals (with MG OMD, Uncommon Creative Studio & Artbot)  

As the national flag carrier, British Airways set out to redefine what it means to represent modern Britain on the global stage – by championing originality as the nation’s standout quality. 

Through UK-wide research and intimate focus groups, BA’s unique advantage was uncovered: unforgettable, deeply personal service moments that linger in travellers’ memories. Building on the theme of originality, this year’s campaign celebrated the journeys that shape who we are – past, present, and future.

Installation & Experience – Gold 

Specsavers: This Van Driver Should’ve Gone to Specsavers (with Specsavers Creative, MGOMD, Grand Visual & Ann Squared Events)  

Specsavers made “Should’ve” unmissable with an execution that made them the talk of the town.  

The solution tapped into an established media channel, putting innovation and creativity at the heart, whilst rooted in everything that makes Should’ve successful, a simple, relatable idea.  Specsavers pushed the boundaries of OOH with this parking fail – a Specsavers van stuck on a bollard! 

Tech Innovation – Gold 

Quaker Oats: Share the warmth (with PepsiCo, OMD, Uncommon Creative Studi, Grand Visual & Field Day London)  

Quaker Oats shared the warmth across the nation by helping to ensure access to a warm and nutritious breakfast for families across the UK this winter – in a way that is intrinsic to the brand itself.   

Quaker effectively used different OOH capabilities to drive awareness of the issue of child food insecurity & its charity partnerships with attention grabbing 48s and leveraged interactive & dynamic capabilities to offer consumers real value through contextually relevant coupons based on UK weather/average temperatures. 

Cross Channel – Gold  

Doritos: Extra Flamin’ Hot (with PepsiCo, OMD, Grand Visual, Sips & Bites & YouTube)  

Doritos Extra Flamin’ Hot ignited a cross-channel storm, making sweat fashionable across digital, OOH, PR, and socials. 

Ashley Roberts fronted high-impact luxury-style OOH, amplified by Europe’s first sweating billboard, a multi-sensory PR stunt that fueled headlines. YouTube’s emotional targeting placed us in peak sensory moments, while Jungle FourNine’s viral spice challenge drove engagement through real-time reactions. Fashion magazine hijacks and influencer content kept the fire burning.   

From streets to screens, Doritos turned heat into a cultural moment. HOT COUTURE. Eat the Heat. And own the sweat. 

National Social Impact – Gold & Community Social Impact – Silver 

Bowel Cancer UK: Tell your GP instead (with Yonder Media, Nice and Serious & Claremont) 

Bowel cancer is the UK’s second biggest cancer killer. With early detection many lives can be saved, but not enough people are aware of the symptoms, are embarrassed to talk about their bowel habits or go and see their GP about it. 

Using NHS screening data, the most at-risk groups were identified to understand barriers to taking action. By leveraging trusted media and layering NHS, ONS, YouGov and media research data, the campaign was precisely tailored to reach and impact key local communities. 

Running multi-lingual copy, the campaign reached ethnic audiences and surrounded the conversations online to make sure people didn’t self-diagnose a gut health problem. This innovative approach has now been adopted by multiple NHS trusts on campaigns for bowel and other types of cancer, where public knowledge of symptoms is key to early detection. 

Cross Format – Silver 

Uber: Trains, now on Uber 2.0 (with Mother London, PHD & Artbot)  

“Trains, now on Uber 2.0” leveraged OOH’s power when combined with other channels to disrupt ingrained travel habits and establish Uber Trains as a compelling alternative for rail users. With a high-impact presence in London, Manchester and Birmingham, the campaign dominated terminals.    

Strategically integrating six OOH formats and multiple channels, including Print, BVOD and Digital, the campaign created an immersive presence designed to drive awareness and consideration. By reaching commuters in the moments that mattered, Uber successfully captured attention and sparked action, with a significant uplift in brand awareness and strong engagement from Uber users in a competitive category. 

Visual Craft – Bronze 

Lidl: Lidl Jacket (with OMD, Accenture Song, Coolr & The Romans)  

Lidl has built a loyal customer base that seeks both quality and value for money. When their iconic brand colours surfaced in Berghaus’s new collection, Lidl seized the opportunity to highlight the striking visual and financial contrast. This not only underscored Lidl’s commitment to delivering great quality and value but also allowed us to drive brand association with another brand’s extensive and compelling ad campaign at a fraction of the cost. 

Brand Building – Bronze 

Uber: Making Local Contextual (with Mother London, PHD & Grand Visual) 

Uber used OOH to transform its brand presence in the north of England, where it was less established. Across 14 towns and cities, geo-targeted ads made Uber feel hyper-relevant, real-time ETAs at key pick-up points, bespoke murals celebrating local culture, and Uber-branded beer mats in pubs. 

This sustained investment in location-specific creative increased awareness, consideration, and adoption. By consistently showing up in the right places with messaging tailored to northern audiences, Uber turned from an overlooked service into a trusted, go-to option, showcasing its commitment to long-term brand building through smart, localised OOH. 

View the full list of winners here. 

Friday 6^th June 2025 Eric Newnham, Talon Founder, has been awarded the Lifetime Achievement Award by the World Out of Home Organization, recognising his influential five-decade career and lasting impact on the Out of Home (OOH) industry. The honour celebrates Eric’s pivotal role in shaping the global OOH landscape and his contributions to industry growth and innovation.

In 2012, after a brief break, Eric returned to the OOH industry with Talon. Under his leadership, the once-small agency grew into a global OOH powerhouse, known for its innovation and independent spirit. Alongside Talon, Eric co-founded Ballpark Ventures and has supported a number of digital and mobile start-ups, bringing fresh ideas and tech-led thinking into the OOH space. Whether building businesses or embracing new technology, Eric has consistently stayed ahead of the curve, helping to shape the future of the industry.

Beyond his professional achievements, Eric has always believed in giving back – both through charitable fundraising and by embedding a strong sense of purpose into Talon’s culture. Under his leadership, the company has donated over £2 million to good causes. A passionate adventure cyclist, Eric regularly takes on endurance rides for charity, most recently participating in a charity cycle ride across Africa, covering four countries in four days. The event raised £447,876 for The Truants Foundation.  

Eric’s career has been shaped by a people-first approach, building successful businesses by focusing on talent, innovation, and doing things the right way. From his early days in the mailroom to leading a global OOH agency, his legacy is defined by his vision, resilience, and instinct for seizing opportunities others might overlook, always pushing the industry forward.

His impact on OOH is best captured by those who’ve worked alongside him:

“Eric is not just a business leader; he is a pioneer whose impact on the sector is unparalleled. His legacy is one of growth, innovation, and an unrelenting drive to succeed.”  

Jeremy Male, Strategic Advisor, Former CEO Outfront

“To me, Eric is a colossal force of nature – relentless in his energy, positivity and thirst for life. A true inspiration.”

James Copley, UK & Ireland Chair – Talon

“Eric’s legacy isn’t just in the businesses he has built but in the culture of innovation, ambition, and generosity he has fostered. The industry is better because of him, and his impact will be felt for generations to come.” 

Sarah Parkes, Managing Partner – Talon International Network & Grand Visual

On behalf of everyone at Talon, we’d like to congratulate Eric – our visionary founder, inspiring mentor, and great friend.

Partnership formed through Male Media LLC, Male’s strategic advisory firm.

New York – June 4^th 2025 – Talon, the leading independent global Out of Home (OOH) agency, today announced that it has appointed Male Media LLC, the advisory and investment vehicle created by Jeremy Male, to provide strategic advice and support to further drive Talon’s continued expansion and innovation across its U.S. operations. Through this collaboration, Male will work closely with Talon in a senior advisory capacity, bringing decades of leadership experience in global media and OOH. 

Male brings over two decades of experience, leading and transforming some of the world’s most prominent OOH companies. As Chairman and CEO of OUTFRONT Media from 2013-2025, he oversaw the company’s growth, including its successful IPO and strategic positioning as a leader in the North American OOH market. Prior to that, he served as a Board member and CEO for the UK and Northern Europe at JCDecaux where he played a pivotal role in expanding the company’s presence and market share during his 13-year tenure. Male has also been an active board member of the World Out of Home Organization (WOO), where he has contributed to the evolution and global advancement of the OOH industry. 

“Bringing Jeremy’s knowledge and expertise together with Talon is hugely exciting for us” said Sue Frogley, Global CEO of Talon. “He’s one of the most respected and accomplished leaders in the global OOH space, and this partnership highlights our strong momentum and visionary approach. With Jeremy supporting Ryan Laul, CEO of Talon Americas, who has already done a phenomenal job leading our U.S. business, we’re doubling down on the kind of high-caliber leadership and strategy initiatives that will shape the future of OOH and Talon.” 

“Talon has consistently redefined what’s possible in OOH, blending media, creativity, data and technology in a way that truly sets it apart,” Jeremy Male commented. “The U.S. market holds enormous potential, and with Talon’s forward-thinking approach, there’s a real opportunity to forge the next chapter of growth and innovation in OOH. I’m especially looking forward to working with Ryan and the Executive team to help unlock new value for clients and drive the evolution in this dynamic and powerful medium.” 

This news builds on Talon’s recent European growth, including the acquisition of OOH Masters in The Netherlands and the launch of operations in Belgium, further strengthening its global leadership in OOH. 

In a world where attention is fleeting and every second counts, creative effectiveness is no longer a nice-to-have—it’s a necessity. That’s why we’re (re)introducing Trax, Talon’s proprietary Out-of-Home (OOH) creative testing platform, built to ensure your campaigns don’t just show up—they stand out.

WHY TRAX?

Creative is one of the most powerful levers in campaign performance. Yet, our years of testing show that brand logos are only noticed 44% of the time. Trax is here to change that.

Designed specifically for OOH, Trax helps media agencies and brands optimise creative before it hits the streets—ensuring your message lands with impact.

WHAT TRAX DELIVERS

1. Real Human Attention Analysis

Trax uses advanced visual testing to understand how real people engage with your creative. It identifies what captures attention—and what doesn’t.

2. Three Core Testing Metrics

• Heat Mapping: Visualises where attention is focused.
• Gaze Sequence: Reveals the order in which elements are seen.
• Hotspots: Highlights key areas of visibility and engagement.

3. Benchmarking that Matters

Your creative is measured against a database of 700+ OOH ads, giving you clear context on how your work stacks up within your category.

4. Actionable Optimisation

Within just two working days, you’ll receive a detailed report with insights and recommendations—so you can refine your creative and maximise impact before launch.

THE BOTTOM LINE

Trax bridges the gap between creative effectiveness and media planning. It’s fast, focused, and built for results—helping you deliver campaigns that cut through the noise and connect with audiences.

To learn more about TRAX or to test your creative, get in contact with [email protected]

PUTTING DATA, INSIGHTS, AND OUTCOMES AT THE HEART OF OUT OF HOME (OOH)

In a rapidly evolving OOH landscape where attention, accountability, and effectiveness are paramount, we are (re) launching Talon’s Effectiveness Unit – placing data, insights and measurable outcomes at the heart of everything we do.

This move goes beyond a structural refresh; it’s a strategic commitment to redefining how OOH proves its value in an omnichannel world. Our aim is to foster more meaningful, data-led conversations around effectiveness.

With new and upgraded tools, a clear framework, and a sharper strategic focus, our reimagined Effectiveness Unit is built to work closely with our clients, translating data into powerful, practical outcomes.

Our ambition is to strengthen our role as a leader in effective media planning and performance.

OUR EFFECTIVENESS FRAMEWORK: FOUR PILLARS DRIVING SMARTER OUTCOMES

At the heart of our refreshed offering are four key pillars that shape our approach:

• Campaign performance: measuring real outcomes, not just reach.
• Actionable insights: delivering data that informs smarter, faster decisions.
• OOH’s role in the media ecosystem: verifying where and how OOH drives value alongside other channels.
• Thought leadership: shaping the conversation on how to use the medium most effectively.

Together, these pillars support our wider mission to make effectiveness not just a metric — but a mindset.

POWERING A SMARTER APPROACH WITH THE RIGHT PEOPLE AND TOOLS

True effectiveness stems from a strategic combination of the right mindset, the right technology, and the right people. At Talon we’ve brought all three together to build an offering that’s not only smarter, but more collaborative, responsive, and made for real-world challenges our clients face.

Caroline, Effectiveness Director at Talon commented:

“It’s been designed to deliver best in class insights that inform smarter planning strategies encompassing everything from long-term brand tracking and creative effectiveness to bespoke studies, audience mapping, econometrics and PrOOH measurement. This framework allows us to offer a tailored, strategic approach for every brand using the OOH channel.”

INTRODUCING PULSE: REAL TIME INSIGHTS FOR SMARTER, FASTER DECISIONS

PULSE_ is our new and improved insights platform delivering data that powers smarter, faster, strategic decisions. Built on our very own OOH consumer panel, It’s agile, flexible, and made for the way brands plan today.

Have you ever found yourself wanting to know “how is my brand performing versus competitors?” or “what part of my creative is most noticeable?” or “How does my audience behave when they are out of home?”.

From consumers insights to brand tracking, our new platform delivers timely insights when they are needed. Here’s what makes PULSE_ different:

A dedicated Talon audience panel: Our respondents are recruited specifically for Talon campaigns.

Double the sample size: 500 respondents per month (increased from 250)

Faster turnaround: Get the insights you need, when you actually need them.

More control: Measure what matters most. Whether it’s messaging or how consumers navigate a category, we can deliver insights to help inform those strategic decisions.

All while still measuring:

Seasonal Insights: Christmas, Easter, Summer, Halloween, Back to School

Trending Insights: Attention metrics, Distinctive brand assets

Audience Profiles: Changing behaviours of Gen Z, Movement patterns of college students and much more..

(RE) INTRODUCING TRAX: OOH CREATIVE TESTING THAT CUTS THROUGH

Creative is one of the biggest levers in campaign effectiveness, and TRAX_ is here to make sure our client’s creative performs best. After years of creative testing at Talon, brand logos are only noticed 44% of the time by consumers.

Our proven methodology uses three key areas on OOH creative testing – heat mapping, gaze sequence, and hotspots and offers feedback on clear areas of attention and noticeability with possible improvements. With a benchmark database of over seven hundred creatives, we’re able to reliably explore how creative works, and how it can be optimised – bridging the gap between creative effectiveness and media planning.

This reset marks a step forward in how we define and deliver effectiveness in OOH. With a clear strategic framework, a renewed focus on insight-led planning, and the launch of our platform PULSE_ and creative testing tool TRAX_, we’re giving brands the tools, data, and partnership they need to make smarter decisions and see the true impact of OOH in the wider media ecosystem.

To learn more, get in contact with [email protected], or sign up to our mailing list for the upcoming (re)launch.

**Pulse powered by Lifestars is an online platform & app designed with clients in mind.  It adapts an always on approach when it comes to generating insights for clients.

Along with our incredible agencies and partners, Talon has been shortlisted for 15 awards across 9 categories at the Outdoor Media Awards. 

Uber: Trains, now on Uber 2.0 (with Mother London, PHD & Artbot) 

“Trains, now on Uber 2.0” leveraged OOH’s power when combined with other channels to disrupt ingrained travel habits and establish Uber Trains as a compelling alternative for rail users. With a high-impact presence in London, Manchester and Birmingham, the campaign dominated terminals.   

Strategically integrating six OOH formats and multiple channels, including Print, BVOD and Digital, the campaign created an immersive presence designed to drive awareness and consideration. By reaching commuters in the moments that mattered, Uber successfully captured attention and sparked action, with a significant uplift in brand awareness and strong engagement from Uber users in a competitive category. 

Shortlisted: Cross-Format Award & Cross-Channel Award 

Uber: Making Local Contextual (with Mother London, PHD & Grand Visual) 

Uber used OOH to transform its brand presence in the north of England, where it was less established. Across 14 towns and cities, geo-targeted ads made Uber feel hyper-relevant, real-time ETAs at key pick-up points, bespoke murals celebrating local culture, and Uber-branded beer mats in pubs.

This sustained investment in location-specific creative increased awareness, consideration, and adoption. By consistently showing up in the right places with messaging tailored to northern audiences, Uber turned from an overlooked service into a trusted, go-to option, showcasing its commitment to long-term brand building through smart, localised OOH. 

Shortlisted: Brand Building Award 

Bowel Cancer UK: Tell your GP instead (with Yonder Media, Nice and Serious & Claremont) 

Bowel cancer is the UK’s second biggest cancer killer. With early detection many lives can be saved, but not enough people are aware of the symptoms, are embarrassed to talk about their bowel habits or go and see their GP about it.  

Using NHS screening data, the most at-risk groups were identified to understand barriers to taking action. By leveraging trusted media and layering NHS, ONS, YouGov and media research data, the campaign was precisely tailored to reach and impact key local communities. 

Running multi-lingual copy, the campaign reached ethnic audiences and surrounded the conversations online to make sure people didn’t self-diagnose a gut health problem. This innovative approach has now been adopted by multiple NHS trusts on campaigns for bowel and other types of cancer, where public knowledge of symptoms is key to early detection. 

Shortlisted: Community Social Impact & National Social Impact 

British Heart Foundation: ‘Til I died (with Saatchi & Saatchi, PHD, Grand Visual & Mural Republic) 

“Til I Died” was a powerful campaign from the British Heart Foundation, created to confront a devastating truth: every week, 12 people under 35 in the UK die from sudden cardiac death. 

To mark the start of UEFA Euro 2024, BHF and Saatchi & Saatchi honoured 12 young football fans who tragically lost their lives by unveiling striking murals in their memory – each one a stark reminder of lives cut short and the urgent need for awareness. The campaign resonated deeply with the public, sparking national conversation and earning a spot on BBC Breakfast. 

Shortlisted: Visual Craft 

Lidl: Lidl Jacket (with OMD, Accenture Song, Coolr & The Romans) 

Lidl has built a loyal customer base that seeks both quality and value for money. When their iconic brand colours surfaced in Berghaus’s new collection, Lidl seized the opportunity to highlight the striking visual and financial contrast. This not only underscored Lidl’s commitment to delivering great quality and value but also allowed us to drive brand association with another brand’s extensive and compelling ad campaign at a fraction of the cost. 

Shortlisted: Visual Craft 

Lotto: Will you be next? (with Allwyn, Hearts&Science & Grand Visual) 

Will you be the next UK millionaire? We made the whole of Great Britain feel like they might be next, with an unmissable and inclusive launch that drove talkability, engagement and consideration to play.  

As a result, buzz, attention and ad awareness hit a 12-month high, and we increased consideration to play with our growth audience. Anyone can be a millionaire with Lotto, you must be in it to win it! 

Shortlisted: Brand Building 

giffgaff: Pioneering Sustainable Impact (with MGOMD & OnDevice)

giffgaff’s sustainable OOH campaign increased brand awareness and website visits whilst connecting brand intent to online behaviour. It provided a unified view of how intentions lead to actions, all with sustainability at the core of the planning strategy. 

Shortlisted: New Approach 

Quaker Oats: Share the warmth (with PepsiCo, OMD, Uncommon Creative Studi, Grand Visual & Field Day London) 

Quaker Oats shared the warmth across the nation by helping to ensure access to a warm and nutritious breakfast for families across the UK this winter – in a way that is intrinsic to the brand itself.  

Quaker effectively used different OOH capabilities to drive awareness of the issue of child food insecurity & its charity partnerships with attention grabbing 48s and leveraged interactive & dynamic capabilities to offer consumers real value through contextually relevant coupons based on UK weather/average temperatures. 

Shortlisted: Tech Innovation 

Lenovo: Capture your aura (with Goodstuff, Assembly Global, Grand Visual, TBA & Zeno) 

Lenovo’s Yoga Slim 7i Aura Edition redefined OOH advertising through a groundbreaking fusion of biometric data and projection mapping.  

In a first-of-its-kind activation, Lenovo transformed London’s skyline into a dynamic canvas, turning real-time aura readings from influencers into stunning visual projections. This disruptive spectacle showcased Lenovo’s innovation, stealing attention from competitors while delivering an unforgettable brand experience.  OOH advertising. 

Shortlisted: Tech Innovation 

Doritos: Extra Flamin’ Hot (with PepsiCo, OMD, Grand Visual, Sips & Bites & YouTube) 

Doritos Extra Flamin’ Hot ignited a cross-channel storm, making sweat fashionable across digital, OOH, PR, and social.  

Ashley Roberts fronted high-impact luxury-style OOH, amplified by Europe’s first sweating billboard, a multi-sensory PR stunt that fueled headlines. YouTube’s emotional targeting placed us in peak sensory moments, while Jungle FourNine’s viral spice challenge drove engagement through real-time reactions. Fashion magazine hijacks and influencer content kept the fire burning.  

From streets to screens, Doritos turned heat into a cultural moment. HOT COUTURE. Eat the Heat. And own the sweat. 

Shortlisted: Cross-Channel 

McVitie’s Jaffa Cakes (with Pladis, MG OMD, Grand Visual, TBWA\London, Taylor Herring, Shopper, Capture & To Boldly Go)

Jaffa Cakes transformed its communications strategy to reverse its fortunes and reestablish the brand as a British icon. 

In 2024, the brand embraced a bold new behaviour: Unapologetically Jaffa. This empowered them to rewrite the rules, take a definitive stance on the iconic cake vs. biscuit debate, and launch a daring new flavour – Jaffa Cola Bottle. 

A collaborative effort across five agencies resulted in a consistent drumbeat of culturally resonant activations, amplified by high-impact media placements. 

Shortlisted: Cross-Channel 

British Airways: Originals (with MG OMD, Uncommon Creative Studio & Artbot) 

As the national flag carrier, British Airways set out to redefine what it means to represent modern Britain on the global stage – by championing originality as the nation’s standout quality.  

Through UK-wide research and intimate focus groups, BA’s unique advantage was uncovered: unforgettable, deeply personal service moments that linger in travellers’ memories. Building on the theme of originality, this year’s campaign celebrated the journeys that shape who we are – past, present, and future. 

Shortlisted: Brand Building 

Specsavers: This Van Driver Should’ve gone to Specsavers (with Specsavers Creative, MGOMD, Grand Visual & Ann Squared Events) 

Specsavers made “Should’ve” unmissable with an execution that made them the talk of the town. 

The solution tapped into an established media channel, putting innovation and creativity at the heart, whilst rooted in everything that makes Should’ve successful, a simple, relatable idea.  Specsavers pushed the boundaries of OOH with this parking fail – a Specsavers van stuck on a bollard!    

Shortlisted: Installation & Experience 

Congratulations to all our clients, agencies and partners who were shortlisted, and roll on June! View the full shortlist here.

HEYLEN TO LEAD TALON’S EXPANSION IN BELGIUM AND LUXEMBOURG 

London – 14 May, 2025 – Talon, the leading independent global Out of Home (OOH) media agency, has appointed Steven Heylen as General Manager of Belgium and Luxembourg, marking the official launch of its operations in the Belgian market. 

This move follows the recent appointment of Cornelie Weller as Managing Director of Benelux, who joined Talon and its Dutch business, Out of Home Masters (OOHM), to drive strategic growth across the region. Heylen will report into Weller and will be responsible for establishing and growing Talon’s presence in Belgium and Luxembourg. 

Heylen is a seasoned leader with over 20 years of experience in the media and advertising industry. From 2022 to 2024, he served as the Senior Client Partner and Country Lead for Spotify Belgium, overseeing the company’s advertising operations in the region. Prior to this, Heylen was National Sales Director at JCDecaux from 2019 to 2022 and has also held a similar position at Metro Belgium for several years. In 2024, he expanded his industry influence by joining the Board of Directors at CommPass, contributing to the advancement of media and communication professionals in Belgium. 

Steven Heylen said: “After a rewarding few years in audio, I cannot wait to dive back into the OOH sector which has always been close to my heart. It’s an incredibly exciting time for the industry and Talon is at the forefront of this, so it’s an honour to lead our growth in Belgium and Luxembourg. Together with Cornelie, I believe we can achieve great things for our people and our clients, and I can’t wait to get started.” 

With Heylen’s local expertise and Talon’s international capabilities, the company aims to bring a new level of innovation and value to advertisers in the Belgian and Luxembourg market. 

Commenting on the appointments, Talon Global CEO, Sue Frogley, said: “Steven’s appointment marks a pivotal moment for Talon as we expand into Belgium and Luxembourg and further strengthen our footprint in the Benelux region. His deep local knowledge, commercial acumen and passion for OOH make him the perfect choice to lead this next chapter. With Steven on the ground and Cornelie guiding the broader regional strategy, we are well-positioned to bring fresh thinking, operational excellence, and creative impact to more clients across Europe.” 

This launch builds on Talon’s acquisition of Out of Home Masters in the Netherlands earlier this year and reinforces the company’s strategic ambition to scale its global footprint and cement its position as the world’s leading Out of Home advertising specialist. 

London, UK – 8^th April, 2025 – Talon, the leading independent global Out of Home (OOH) agency, today announced plans to relocate its London offices into a new headquarters at 130 Shaftesbury Avenue, London W1, in response to the company’s significant growth. 

The new global headquarters will occupy 23,500sq ft across two floors, providing a modern workspace designed to support Talon’s expanding team. The office features various working zones, coworking and social areas, ensuring a balance between collaborative, creative spaces and quiet areas for focused work. 

Bringing together Talon, Evolve, and Grand Visual in one location, the new space enhances collaboration across the entire business and serves as a centralised hub for operations. This move marks the conclusion of Talon’s current leases at Rathbone Place and Frith Street.

Located on the border of Soho and Covent Garden, the office offers excellent connectivity and access to shopping, dining and cultural hotspots. Its proximity to key transport hubs like Tottenham Court Road and Leicester Square ensures convenient access for Talon’s growing team. 

Talon’s Global CEO, Sue Frogley, said: “This move is particularly meaningful for us as it brings our Talon, Evolve and Grand Visual teams together under one roof, remaining firmly in the heart of the West End where our journey began over a decade ago. Our new home is a significant upgrade for our people, designed to encourage creativity and collaboration, helping both us and our clients continue to grow and thrive in the industry we love.” 

The move follows a period of significant global expansion for Talon, which has built a robust international footprint with 15 offices in key cities across the UK, EMEA, North America, and Asia-Pacific. Following investment in 2022 from Equistone Partners Europe, Talon has accelerated its growth through strategic acquisitions such as Evolve and Grand Visual, as well as the development of proprietary tech platforms that have revolutionised OOH planning, buying, execution and measurement. 

MAXIMISE YOUR CAMPAIGN’S EFFECTIVENESS BEFORE IT STARTS

As an OOH specialist, we get asked on creative best practice quite a lot, where brands face the challenge of connecting with consumers and landing their message in mere seconds. There’s quite a clear guideline for a good outdoor creative, and by and large, we’re all agreed on it – keep things simple, get attention to your branded assets, and connect with consumers in as few words as you can.

We say to focus on people because that’s where people look, to build trust and purpose into your messaging, to add monetary incentives where you can for the cost-conscious consumer. But realistically, even if you follow all these rules, your creative might not work. After eight years of creative testing at Talon, we’ve found that consumers only notice a brand logo 44% of the time – and that’s if it’s put right in front of them.

When we talk about an effective creative, we talk about it doing its job within two seconds. That’s a tall order, but it’s not impossible. But with creative agencies restricted by tight deadlines, and measurement confined by tight budgets, we’re seeing under-utilisation of a really important tool – pre-campaign testing. Brands need to ensure their creative can cut through the clutter so that valuable media spend is not wasted. So, when we talk about attention, we need to focus on what this means for the creative itself, maximising brand attribution, message comprehension, and fundamentally, the efficiency of ad spend.

This is why at Talon we have used a consistent creative testing methodology for several years. We’re not looking to reinvent the wheel, but rather take this tool and the extensive learnings we’ve built to new heights for our clients with an exciting relaunch.

Using four different metrics for attention (notice, lag, dwell and doubletake), and a benchmark database of over seven hundred creatives, we’re able to reliably dig into how your creative works, and how it can be optimised. And we do it quickly too, delivering results within two working days of receiving the creative.

Different clients are going to have different needs – where FMCG brands can hone in on their product easily, brand recognition is key, and we see logo benchmarks sitting higher at 50%. For finance brands, this means little without conveying brand purpose to consumers – but we see an average 0.6 seconds spent looking at ad messaging. Applying this to the dwell times of different formats and environments, and the needs of different categories and clients, means we can truly understand what an effective creative means. And fundamentally, we can do it before any money’s spent.

To learn more about TRAX or to test your creative, get in contact with [email protected]