REFLECTING ON 2022 – INITIATIVES, LAUNCHES & WORDS OF WISDOM
Part 2: Talon’s Initiatives, Launches, and Insights.
Out of Home is changing fast, and Talon is at the forefront of that change. We’re passionate about OOH and are on a mission to drive the growth of this sector within the media industry – changing perceptions of it as a legacy medium to one that is highly connected, effective, creative, sustainable, and measurable for our clients.
In this blog, our experienced team are reflecting on new initiatives, launches and sharing advice for others who are striving to work at the very edge of what’s known with Talon.
A New Year full of new initiatives
After a turbulent couple of years, ensuring that OOH is even more accountable has been a key focus for us in 2022. At the beginning of the year, we introduced classic OOH site inspections and digital OOH verification on a client opt-out level. Bringing more effective and accountable campaigns to our clients, agencies and partners.
Group Client Services Director, Jamie Finn, explains, “We developed appropriate ad-tech to simplify and streamline reporting for both Classic and Digital OOH, allowing us to ensure full accountability for every single campaign we plan and buy and addressing any under-performance accordingly ensuring that what our clients buy is exactly what is delivered in the public space.
Since the start of 2022 we have verified the playouts for almost 350 digital OOH campaigns and physically inspected more than 3,200 classic OOH frames – providing key data and insights to our clients and without a doubt something we will continue to build upon and fulfil for our clients and agencies as we enter 2023.”
The rise of Programmatic DOOH
Over the past 12 months, the demand for pDOOH has increased from advertisers across all sectors. With flexibility and cost efficiency recognised as the key strengths of the channel, spend in pDOOH is forecast to grow in the near future.
Group Client Services Director, Helen Saffer, elaborates, “2022 has really seen the turning point for brands embracing pDOOH and we’ve seen more advertisers using it strategically to add in a behavioural audience targeted layer to their OOH strategy alongside traditionally bought impact and fame building formats.
We expect this momentum to continue to build as we move into 2023, with brands who have already tested the water returning and continuing to develop bespoke OOH strategies, alongside new advertisers looking to expand their online strategies to boost additional reach via pDOOH.”
All our initiatives and launches started with our people who constantly challenge themselves and the industry at large – “to imagine what’s possible when they think outside.”
Expanding into MENA & APAC
Back in March, we announced the expansion of our global footprint in Asia-Pacific and Middle East, with our new hires Melanie Lindquist and Chadi Farhat leading MENA and APAC respectively.
The opening of Talon’s new offices in both the UAE and Singapore was a highlight for Tom Perrett, International Client Services Director, “Bringing further leadership, experience, and interconnected business opportunities across borders.”
Melanie Lindquist, Managing Director, Talon APAC, added, “The APAC market is largely untapped but with huge potential. Being in the same time zone and hubbed in Singapore has allowed us to work closer and faster with clients to drive campaigns within the region but also take regional clients onto the global OOH.”
Meanwhile, behind the scenes, our team was working hard to launch an API connection between Plato and NetSuite. This has strengthened our automated process from booking in Plato to invoicing in NetSuite for our US, UK, MENA & APAC markets.
Group Transformation Officer, Amy Horton, said, “Launching the API connection between Plato and NetSuite has been a huge achievement. For the first time, we have an organisational design that will give us a great structure for our further growth ambitions.”
The Evolution of Talon
Another project we were working on behind the scenes was a strategic repositioning for Talon. As we approach our second decade, we commenced a brand refresh project to support our ambitious global expansion and commitment to being the global OOH media agency of choice.
It was time to “think outside.”
This refresh began with merging Talon’s award-winning Creative Solutions team with industry-pioneers Grand Visual to offer a full suite of OOH and digital OOH creative services. Discussing the merge, Chief Client Officer at Grand Visual, Jay Young, said, “The relaunch of Talon’s Grand Visual is of course the most exciting. We’ve now combined our creative solutions team with our brilliant in-house studio to create a creative OOH powerhouse. We now get to spend more time with clients, more time brainstorming exciting ideas and we’re winning more awards. It’s an exciting place to be right now.”
With our full rebrand unveiled in December, CEO, James Copley, said, “Working in a business that is surrounded by great creativity, it was really gratifying to see all that great thinking and execution applied to our own brand.”
So, with the year behind us, knowing what you know now, what is one piece of advice you would give to your 2021 self?
“We are currently living in a world where things can change very quickly and are often out of our control. Don’t get too high with the highs or too low with the lows. Focus on what you can control, not worry about what you can’t.”Luke Willbourn, Chief Client Officer
“When you’re leading a team, you have to spend time thinking about the mid and long-term strategy. This can sometimes place your focus consistently in the future rather than the present.
I’ve had to teach myself to avoid the allure of what might happen and to focus on the next 8 hours only. Every morning I think ‘what can I do today that will nudge us closer to our goals.’ It’s been a game changer for my mindset, wellbeing and general performance.”Jay Young, Chief Client Officer
“Be brave – leverage the power of the burgeoning Talon network and understand the importance of informed risk to help unlock real growth.”Andrew Sinclair, Managing Director, Talon Ireland
“It’ll be a busy year so buckle up! But in all seriousness, we’ve learnt to be kinder to ourselves as human beings and within a team when it comes to our workloads.
You can’t be what you can’t see so I try to be quite vocal about aiming for a work life balance. At Talon, we don’t ever sit still, we are always striving to lead the way, to grow, to learn and 2022 has been no different.”Hayley Tiptaft, People Director
To get the first look at part 3 of our blog, when our team share their thoughts and predictions for 2023, make sure that you are following us on Twitter and LinkedIn. You can also keep up to date with the latest Talon news and views by signing up for our monthly newsletter here.