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. 

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. 

Oasis is back, Coldplay’s lighting up stadiums and Sabrina Carpenter’s bringing the energy. Throw in a packed festival season, and the UK is in for a summer that’s set to go down in history.

The past few years have been huge for the music industry. In 2024, consumer spending hit a record-breaking £2.4 billion, surpassing the previous high of £2.2 billion in 2021. Meanwhile, over 19.2 million fans turned out for live events across the UK in 2023 – a 33% year-on-year increase. Fans just can’t get enough. Live music is, and always has been, the ultimate crowd-pleaser. 

But its power goes far beyond the stage. A recent Live Nation study revealed that 80% of people say attending a live music event is one of the most emotionally powerful experiences. Even more compelling, two in three agree that the more emotionally intense the experience, the more likely they are to connect with the brands involved. 

It’s all this and more that makes this summer’s epic lineup of live music a golden opportunity for brands to show up, stand out, and make meaningful connections.

In fact, 87% of people say a retail brand’s involvement with live music boosts its appeal, helping it cut through the noise. And in a world where 1 in 3 UK adults, and nearly half of Gen Z abandon brands simply out of boredom, staying relevant and culturally in tune has never been more important. 

Festivals are integral to Gen Z’s summer plans. They’re where young people go to unwind, connect, and create memories – giving brands an unmatched opportunity to tap into this energy and build loyalty that lasts. 

According to a study from Next Gen, 45% of university students use their disposable income from April’s loan drop on tickets, and a whopping 81% are prepared to spend over £200 on tickets alone. Gen Z is investing in experiences and brands that show up at the right time and place can become a meaningful part of the story. 

In this blog, we’ll explore how brands can tap into this cultural moment using the power of Out of Home (OOH) advertising. Through our “ACES” framework – Audience, Creative, Effective and Sustainable – we’ll show how OOH can help brands connect with the right people, in the right moment at the right time. 

It all starts with thinking outside. 

Audience: Target live music lovers with precision

Purchasing products is a core part of the fan experience, with a Live Nation survey revealing that almost 9 in 10 fans worldwide shop in person before or after a live music event. But the opportunity doesn’t stop there. Live music events create incremental spending moments, giving brands the chance to become part of a memory that fans are actively building and won’t soon forget. 

This is where OOH advertising truly shines, seamlessly placing your brand right at the heart of everyday life, reaching target audiences at key locations and moments.  

Driving to a live music event? They’ll see roadside formats in all shapes and sizes along the way. Commuting to work or play? Think bus shelters and public transport formats. Buying groceries? There’s a D6 right outside the store for that! Wherever they go, OOH ensures that your brand is part of the journey. 

To reach target audience groups, we recommend using programmatic OOH via our DSP Atlas. Whether you’re targeting pre-built segments like “Trend setters” or “Spirit-drinking music lovers” or building a custom audience of your own, Atlas uses behavioural data to identify the most effective OOH panels to reach them. 

To add an extra layer of relevance, Atlas Real-Time lets you tap into micro-moments – from weather and UV index to pollen count and rapid reactivity. By reacting to what’s happening in the moment, your OOH campaign becomes more contextual, timely and memorable. In fact, real-world ads that use local context have been shown to boost attention and neuro response by +32%. 

Take NIVEA Sun for example. By activating their sun protection campaign programmatically based on real-time UV levels, they delivered ultra-relevant messaging – and 99% of people felt the campaign was relevant to them. 

Own the stage with creativity 

Whilst audiences may be out of home, are we brands doing enough creatively to meet them there?  

This summer provides an unmatched opportunity to break out of the billboards, dominate spaces and turn OOH into an emotionally charged, immersive experience that truly connects. 

Think about it: with 1 in 3 UK adults abandoning brands simply out of boredom, now’s the time to shake things up. Go bold. Go unexpected. 

Because when brands embrace an innovative solution based creative, the results speak for themselves: 

• 35% increase in purchase consideration 
• 56% uplift in ad recall vs traditional OOH 
• 17% increase in consumer action

Creative matters, and in a season made for standing out, it’s time to go all in.

One brand that’s consistently taken centre stage when it comes to creativity and sparking joy is PepsiCo. From sweating billboards to bold murals, and owning the moment at festivals and train stations, they’ve mastered the art of turning heads and creating memorable experiences. And the best part? They keep finding even more ways to harness OOH and wow audiences!

Deliver an effective performance 

OOH is especially effective at reaching Gen Z. As a non-disruptive, passively consumed channel, it offers a welcome relief from online screens – making it highly effective at reaching and influencing a generation that’s digitally saturated but always tuned into culture. 

And Gen Z isn’t just noticing OOH – they’re engaging with it: 

• 1 in 3 have talked to friends or family about a brand they saw on OOH 
• 26% have taken a picture of an OOH ad in the past week (PML Group)

OOH also boasts the highest reach amongst 16-34s, outperforming even social media and functional internet use (IPA Touchpoints). In other words, if you want to reach young audiences where they really are – OOH is it.

And while OOH has always been a go-to for brand fame, its role has evolved. In culturally charged moments like festivals and live music events, OOH is no longer just about awareness – it’s a driver of real-world action, delivering the kinds of results once exclusive to digital performance channels. 

The stats say it all: 

• 56% feel OOH brings brands to life 
• 59% find OOH adverts appealing 
• 53% find OOH adverts reach them in the right mindset 

Sustainability is a key headliner 

In 2024, Coldplay made headlines with its sustainability report from their “Music of the Spheres” tour – achieving a 59% reduction in direct CO₂e emissions (on a show-by-show basis) compared to their 2016-17 tour. Over 7 million trees were planted – one for each concertgoer – and 18 shows in 2023 were powered entirely by a “tourable battery system” built from recycled BMW i3 batteries. 

And Coldplay aren’t the only ones pushing for change. Artists like Metallica and Billie Eilish are also leading the charge, championing greener tours and more sustainable live music experiences. 

The message is clear: sustainability matters and it’s here to stay. Nearly half of concertgoers say they prioritise sustainability when deciding which events to attend, and when it comes to festivals, 81% of fans expect organisers to actively tackle their environmental impact. Consumers are backing it with their wallets too – 80% say they’d pay at least 10% more for products deemed sustainable. 

So, how can brands align? By choosing media that gives back and is a sustainable ad platform for brands. 

OOH is not only powerful – it’s purposeful. A recent Outsmart report revealed that 46p of every £1 spent on OOH goes back into public infrastructure, and when it comes to emissions, OOH emits less carbon than all other media measured. 

This summer isn’t just about the music – it’s about the movement. From unforgettable gigs to cultural milestones, the stage is set for brands to show up and make an impact. And with OOH, you’re not just reaching audiences – you’re joining them in the moments that matter most. 

Whether it’s building emotional connections, inspiring action, or aligning with sustainability values, OOH offers a powerful, proven, and purposeful way to stand out this festival season. 

So, if you want to stay relevant, resonate with Gen Z, and be part of the soundtrack to the summer – it’s time to think outside.

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]

Weller succeeds Frank Hardenberg who steps back into non-exec role

London – 6 March, 2025 – Talon, the leading independent global Out of Home (OOH) agency, today announced the appointment of Cornelie Weller as Managing Director, Benelux.  

This news follows Talon’s recent acquisition of Out of Home Masters (OOHM) in the Netherlands. Weller succeeds Frank Hardenberg, founder and Managing Director of OOHM, who steps back into the role of Non-Executive Director. 

Weller will be responsible for ensuring continuity and driving further growth of the business across the Benelux region, a significant market with substantial growth opportunities in the OOH sector. Weller joins in May and reports into Sarah Parkes, Managing Partner, Talon Network & Grand Visual. 

Frank Hardenberg, founder of Out of Home Masters said: “I’m thrilled to welcome Cornelie to the team, and with her extensive industry experience, I know she will make a valuable contribution to our next phase of growth and our integration within Talon. This transition is especially meaningful for me, as it allows me to step back and witness the continued success of what we’ve built over the years, confident that Cornelie will lead us and our clients to even greater heights.” 

Weller has demonstrated exceptional leadership and strategic vision in her 25+ years in media and advertising. She has held prominent leadership roles at renowned media and creative agencies, including OMD, Starcom, and Publicis Groupe, collaborating with major brands such as Heineken, Samsung, and P&G. More recently, Weller has continued to assume influential positions across various sectors, further cementing her impact and expertise. 

Cornelie Weller said: “Returning to the media industry after a few years in other fields truly feels like coming back to where I belong. This opportunity offers the perfect blend for me: a focus on OOH and the chance to lead and grow the business across the Benelux region. It’s an honour to succeed Frank to build on the success that he and the team have achieved over the past ten years, and I see great potential for the agency as part of Talon.” 

Sue Frogley, Talon Global CEO, added: “Frank has been instrumental in building Out of Home Masters into a respected leader in the market. His decision to step back from the day-to-day but remain very involved reflects his commitment to our continued success and I’m grateful for his ongoing support. Meanwhile, Cornelie’s extensive experience, proven leadership and vision makes her the perfect successor to drive further growth in the region and ensure we continue to deliver exceptional results for our clients.”

New York, NY – January 23, 2025 – Grand Visual, the award-winning global creative Out of Home (OOH) studio, today announced the appointment of Andrew Pearson as its first North American SVP, Creative Strategy. The newly established role aligns with Grand Visual’s growth ambitions in North America and its commitment to delivering world class creative solutions for clients.   

Sarah Parkes, Managing Partner, Talon Network & Grand Visual, said, “The addition of Andrew is a significant development for Grand Visual as we expand our North American team with the continued goal of pushing creative boundaries for our clients and partners.”

With over 20 years of global agency, client-side, and in-house creative experience, Pearson joins Grand Visual from Pernod Ricard where he previously held the role of Senior Director-Creative Content. In his role, Pearson led the marketing, communications strategy, and campaign development for Pernod Ricard’s tequila and mezcal portfolio and Chivas Regal Scotch whisky.

Prior to Pernod Ricard, Pearson held roles that included Group Creative Director at Havas Formula in New York, Creative Director at Havas Dubai, and Creative Director roles at FCB and Saatchi & Saatchi in Cape Town.

A seasoned team leader and strategic thinker, Pearson has created award-winning brand, experiential, digital, and earned media campaigns across a diverse range of clients, including automotive, gaming, technology, cellular, spirits and beverages, CPG, personal care, fashion, lifestyle, financial, and more.

Commenting on his new role, Andrew Pearson said, “This new role is such an exciting opportunity to join an exceptionally talented team at Grand Visual and develop award-winning creativity for an outstanding roster of clients. I’m looking forward to delivering unique OOH campaigns that inspire both audiences and clients to rethink the possibilities of the medium.”

Ryan Laul, Talon North America CEO said, “The expansion of Grand Visual’s North American team will strengthen Talon’s ability to provide clients with cutting-edge creative and production services that captivate audiences through bold, compelling OOH storytelling. A mix of unmatched expertise and fresh, innovative ideas will continue to set the industry standard for award-winning OOH creativity. We are excited to welcome Andrew and look forward to what’s ahead for our team in 2025.”

London, UK – 21^st January, 2025 – Talon, the leading independent global Out of Home (OOH) agency, today announced the acquisition of Out of Home Masters, the largest independent OOH specialist in the Netherlands. This strategic acquisition strengthens Talon’s leadership position in Europe and establishes a platform for further growth. 

Founded in 2015 by Frank Hardenberg – former Managing Director of Wall Netherlands, CBS Outdoor, and Exterion Media – OOH Masters has grown to become a dominant force in the Dutch OOH market. With billings exceeding €26 million, the agency delivers innovative, data-driven campaigns for renowned brands and agencies such as Havas Media, Talpa Radio & TV, Hunkemöller, Coolblue, Enterprise, Swappie, Flink, Pathé and Tony Chocolonely.

Frank Hardenberg, Managing Director of OOH Masters, said: “Joining forces with Talon was an easy decision – as the best in the OOH market they provide many benefits to both our teams and our clients. Talon has an impressive operation globally and this partnership provides access to their advanced data and technology platforms so we can offer enhanced capability to our clients.”   

Since its inception, OOH Masters has built a strong reputation in digital OOH and was recently recognised in Adformatie’s 2024 Media Report as the leader in innovation amongst local media agencies, and #2 media agency overall in the annual ranking. With its established presence across the Netherlands, Belgium, and Luxembourg, the Amsterdam-based agency now plays a key role in Talon’s strategic expansion. 

Sue Frogley, Global CEO of Talon, said: “Out of Home Masters has been a valued partner in our international network for several years, so this acquisition is a natural next step. Frank and his team have built an exceptional business with a strong reputation for delivering innovative, data-driven solutions in one of Europe’s most dynamic OOH markets. Their expertise and vision align perfectly with our strategy, and together, we’re well-positioned to drive even greater value for our clients and growth across the region.” 

This acquisition is part of Talon’s ongoing growth strategy following the successful integrations of Novus Canada and Evolve in 2023. Supported by Equistone’s 2022 investment, Talon has focused on scaling its operations, strengthening its digital and data-driven capabilities, and establishing leadership in high-growth markets.  

To ensure continuity, OOH Masters’ current management team, led by Hardenberg, will remain in place to oversee operations and integration. The OOH Masters name will continue in the short term, with a rebrand planned to align with Talon’s global network in the near future.