Talon APAC are a member of BritCham and are proud to be supporting their 70^th Anniversary Year celebrations. We admire their devotion to fostering continued support for businesses, communities and connections.

We were delighted to attend their celebrations at the High Commissioner’s residence, Eden Hall, and enjoyed the discussion about the continuing close trade relationship between Singapore and the UK.

Based in Singapore with offices worldwide, Talon APAC boost brands locally, nationally and globally with innovative Out of Home campaigns.

Read more about Britcham and how they support British businesses.

London, August 2024: Workplace culture change programme Parenting Out Loud has embarked on a national Out of Home campaign, in partnership with Talon, to tackle parenting inequality, coinciding with the end of the school summer holidays.

The campaign encourages dads to be transparent – “loud and proud” – about their childcare responsibilities. Planned by Out of Home agency, Talon, it launched on August 26th and will run until and September 6th as children from across the country return to school.

Parenting Out Loud is live in shopping malls via JCDecaux and across select Ocean Outdoor large format digital locations in Birmingham, Manchester and Glasgow.

The creative shows a father walking with his two children and features the words: “School is back. A new season. Time for more… Parenting Out Loud… where dads are loud and proud about their childcare responsibilities at work.”

It also encourages fathers to share their working dad stories on LinkedIn using the hashtag #parentingoutloud. A video filmed by Parenting Out Loud founder  Elliott Rae showcasing some of the billboards and highlighting why the campaign is important can also be watched on LinkedIn.

Rae, an advocate for working dads and campaigner on mental health and masculinity, launched the Parenting Out Loud campaign in April. It aims to inspire a cultural shift and change in attitudes around the role of fathers that has persisted for generations. The campaign supports employers in building workplace cultures where working dads can be unapologetic, proud, and transparent about their childcare responsibilities

The programme champions equal parenting and gender equality at work and home and seeks to change the way society views dads and male carers by normalising male caring and changing the narrative around fatherhood.

Research has shown that one in three working dads feel uncomfortable talking to their employer about their family commitments, yet equal parenting is key to gender equality, with around 80% of the gender pay gap attributed to the motherhood penalty.

Equal parenting is also vital for the wellbeing and happiness of fathers and their children, with research showing that positive and consistent paternal involvement in the early years results in significant positive impacts on children’s education and resilience.

Elliott Rae, Founder of Parenting Out Loud, said: “Parenting Out Loud may not sound like a revolutionary act, but when fathers parent loudly at work, they help normalise male caring in the workplace and role model this behaviour for others.

“Encouraging, supporting and enabling dads to be equal parents is essential to addressing the gender pay gap, the motherhood penalty and achieving gender equality at home and at work. With this campaign, we want to encourage all dads taking responsibility for caring for their children to share their stories and help remove the stigma around male caring. Together, we can change the narrative around fatherhood in the workplace.”

Luke Willbourn, Managing Director – UK at Talon, said: “The Parenting Out Loud initiative is massively important, and partnering with Elliott to raise awareness of the campaign using Out of Home is a proud moment for us and for me personally as a proud and vocal working dad to two young children. His message aligns perfectly with Talon’s people-first philosophy and our mission to ensure everyone belongs at Talon.

“Belong, our DEI employee committee, works with the leadership team to shape working practices and staff wellbeing policies, and our School’s Out policy is specifically aimed at supporting working parents across the business. Parenting Out Loud’s mission to change the narrative around dads in the workplace and male carers is one we are thrilled to help spread.”

Equistone Partners Europe ESG Review feature Talon’s leading industry sustainability endeavours

Equistone recently launched its ESG review 2023 and featured Talon as a case study. It featured the multitude of strategies we have in place to reduce our impact on the climate with Equistone recognising that we are leading the industry in terms of sustainability endeavours. Delivering and executing our sustainability plan is a top priority at Talon and our sustainability framework sets out three main pillars of focus:

o ENVIRONMENT – Minimising negative environmental impact of our operations.
o PEOPLE – Building a purpose-driven culture to attract and retain diverse talent.
o COMMUNITY – Localising support for the community to encourage positive behavioural change.

To read the full Equistone Partners Europe ESG Review 2023 click below.
https://www.equistonepe.com/website/sites/EN/uploads/documents/esgreviews/ESG-REVIEW-2023.pdf

To read more about the sustainability initiatives we include within our core strategy click below.
https://talonooh.com/en/sustainability/

Talon was pleased to work with Havas London, Havas Media UK and Grand Visual on the Out of Home element of this campaign which received Campaign’s Ad of the Day.

With the Paris 2024 Paralympic Games just under two weeks away, John West – the UK’s leading tinned fish brand and trusted household name- has launched a new campaign to celebrate the strength of ParalympicsGB athletes, and their role as proud protein partners of ParalympicsGB.

Building on John West’s brand positioning ‘EAT STRONG, GO STRONG’, the campaign showcases the power of natural protein, and how it fuels you to be strong, in whatever you do.

To relay this message, the campaign humorously dramatises the effects of John West’s natural protein on ParalympicsGB athletes via a bespoke special build with a life-sized javelin peeking out, with supporting copy ‘’warning, protein-fuelled javelin throwers are getting serious air miles’’. The special build sits alongside a number of DOOH, which feature other sports, including cycling and shotput – further playing on the effects of John West’s natural protein.

The media plan, developed by Havas Media UK, strategically positions the special build across three screens in major UK cities to ensure nationwide visibility. Key commuter spots have been selected to maximise exposure, including The Pump Station by Westfield London, Pin Mill Brow in Manchester and New Moseley Road in Birmingham.

The campaign also includes a series of humorous TikTok videos, which sees three ParalympicsGB athletes; Kadeena Cox, Para Cycling and John West protein Ambassador, Nathan MacQueen, Para Archery and Hollie Arnold, Para Athletics, not realising their own strength – lifting up cars and retrieving their equipment from people’s gardens. Filmed in an undercover style way, the videos utilise the popular doorbell footage TikTok trend and showcase a range of Paralympic sports.

In February 2023, John West Foods was announced as an Official protein partner of ParalympicsGB. The four-year partnership with ParalympicsGB, covers the Paris 2024 Summer Paralympics and the Milan-Cortina 2026 Winter Paralympics, as well as activities outside of the Games period. This long-term partnership will bring to life the brand’s ‘Eat Strong, Go Strong’ message and further amplify John West’s protein credentials.

Vicki Maguire, chief creative officer Havas London said: ‘’This campaign is fuelled by natural protein…bringing a touch of humour, while getting behind our ParalympicsGB athletes, to bring home the glory….’’
Vikki Babb, John West International, Marketing Director added: “We are extremely proud to be partnered with ParalympicsGB and are excited to be supporting the team on their road to Paris. The campaign perfectly brings together the John West tongue in cheek tone of voice and benefits of our natural protein.”

Andrew Darby, Managing Partner, Havas Media Network said: “We’re honoured to work alongside our sister agency, Havas London to support John West’s journey in celebrating and empowering ParalympicsGB athletes through the power of natural protein. This campaign truly exemplifies the synergy between creativity and strategic media planning—by positioning this captivating special build in central locations across the UK, supported by this engaging multi-media campaign, we will together ensure maximum visibility and inspire nationwide support for these incredible athletes.”

The campaign is live from the 12th of August, kicked off by the special build, followed by the DOOH on the 19th of August. The TikTok films will be live across the summer and throughout the Paralympics.

-CREDITS –
Project name: John West Paralympics – Eat Stong, Go Strong
Client: Vikki Babb (International Marketing Director) & Laura Cooper (Marketing Manager)
Creative agency: Havas London
Chief Creative Officer: Vicki Maguire
Creative Director: Dave Mygind
Copywriter: Joe Roberts
Art director: Doug Redfern
Managing Partner: Dave Owen
Account Director: Andrew Symonds
Senior Account Manager: Rica Dezoller
Head of Production: Louise Bonnar
Agency Producer: Ella Myerscough-McClymont
Senior Integrated Producer (print): Kat Loizou
Creative Production Director: Dean Trendler
Strategy Director: Jack Lewis-Barclay
Chief Design Officer: Lorenzo Fruzza
Design Director: Josh Toogood
Designer: Morgan Shipley
Designer: Walt Gregory
Media agency: Havas Media UK
Outdoor partner : JCDecaux Creative Solutions
Outdoor partner : Talon
Outdoor partner: Ocean
Production company: Prose on Pixels
Director: Doug Redfern & Joe Roberts
Executive Producer: Ben Kaufman
Producer: Rosie Smith
Production Assistant: Ella Higgins
DoP: John Fisher
Editor: Navid Khayati-Daryan
Post-production: ELMNTL
Post-production producer: Jenna Le Noury & Rose Crisp
Post-production (OOH): Prose on Pixels
VFX: Antonio Jimenez + Mustafa Pertev
Colourist: Henry Howard
Soundtrack composer: N/A
Narrator / VO: Joe Roberts
Audio post-production: Joe Marsden

Lucy Baumgartner, Effectiveness Manager, writes about her choice to be social-free and the Gen Z Digital Detox trend for Ad Age

Lucy Baumgartner, Effectiveness Manager Talon, writes for Ad Age on why she doesn’t engage with social media anymore and why – with 3 in 5 now regularly undertaking social media detoxes – marketers should adapt their digital-first perspectives to effectively engage Gen Z. Lucy explains the reasoning behind her choice to step away from social media, and why marketers may need to consider alternatives when reaching Gen Z.

Read the full article.

As the second largest retail season after the winter holidays, the back-to-school shopping period is a pivotal time for brands to connect with consumers. Even though schools have just begun their summer holidays, parents are already feeling the pressure of preparing for the return to school amidst consistently high costs.  

In this blog, we lay our cards on the table – literally. These are OOHs ACES, the four cards we play to make sure your media plans deliver this back-to-school season.

Get to know the back-to-school AUDIENCE

Over the last year, the back-to-school shopping landscape has evolved. Inflation remains a major concern, with 84% of respondents feeling the impact of the cost of living on their shopping habits, though slightly down from last year. Interestingly fewer consumers are seeking offers (42% vs 89%), opting instead to budget more carefully, with 92% spending less, with a third spending between €200-€300. As a result of this there has been a notable decrease in higher spenders (down 20% in the €500-€1,000 range).

Timing as always remains crucial, with August emerging as the preferred shopping month as families prioritise summer vacations in June (21%) and July (17%) delaying back-to-school preparations. Women exhibit greater organisation, with only 2% waiting until the last week, compared to 12% of men.

Think CREATIVE

Retail environments are growing increasingly more creative, making it the perfect time to craft a recipe for success. Today’s consumers are inundated with advertisements, demanding that brands stand out. This is where the magic of creative solutions come into play. By thinking beyond traditional billboards, you can create truly immersive experiences that resonate deeply with shoppers.

Research underscores the effectiveness of impactful and unconventional OOH, which can drive up to 7x higher brand recall compared to standard media. These creative solutions don’t just elevate brand recognition by 5.9%, but also amplify emotional responses by an average of 120% and boost purchase intent by a substantial 176%. Digital OOH takes this a step further, enabling brands to deliver tailored messages dynamically and programmatically, achieving a 32% increase in brain response by displaying contextually relevant content.

OOH is EFFECTIVE at reaching back-to-school shoppers

Irish consumer confidence is on the rise this month – marking it the first uptick since January, signalling an opportune moment for brands to leverage Out of Home (OOH) advertising to effectively reach back-to-school shoppers. This positive shift indicates increased consumer optimism regarding spending and economic outlook. OOH plays a pivotal in driving consideration, particularly for items such as clothing (34%), footwear (35%) and tech (25%), which see rapid purchasing decisions within a day of exposure to an OOH ad.

Retail environments naturally spur consumer action, with OOH ads prompting 25.5% of consumers to discuss brands with family and friends, 21.6% to research a product on their mobile phone, and 15.1% to make a purchase. Point-of-sale ads further catalyse both in-store visits and online shopping, with 58% of consumers likely to visit a physical and 59% to shop online post-exposure.

Identifying the optimal OOH formats to capture back-to-school shoppers requires a nuanced understanding of their unique purpose. Roadside formats excel in raising awareness (+8%), while transport ads are the most liked advert (64%), and digital formats are effective in driving bottom-funnel metrics (57%). Each format serves a distinct role in engaging and influencing consumers throughout their purchasing journey.

SUSTAINABLE OOH

But OOH advertising is not only about reaching your audience – it’s the medium that gives back to communities. When planning your campaign, consider using sustainable practices such as opting for eco-friendly transportation methods like electric buses and adopting sustainable printing methods to minimise landfill waste. Additionally, ensure your digital campaigns are powered by renewable energy sources and that digital screens are powered down at night.

Why should we care? It matters to consumers, with 82% willing to stop buying from brands perceived as unethical. It’s also crucial for business success, as 72% of investors screen for sustainability risks. Furthermore, sustainability is significant for attracting talent, with one-third of GenZ rejecting jobs with poor sustainability credentials. Clients are also prioritising sustainability, with 43% of brands making it a key priority in their marketing strategy, up from 26% in 2021.

As we approach the back-to-school season, it’s essential for brands to leverage the power of Out of Home (OOH) advertising to connect with consumers in meaningful ways. By focusing on the ACES – Audience, Creative, Effective, and Sustainable – you can craft campaigns that not only capture attention but also drive action and foster positive brand associations. With consumer confidence on the rise, there’s no better time to think OOH’s ACES to ensure your media plan delivers this back-to-school. Reach out to a member of your Talon team to learn more.

Talon has received All-In Champion status in the UK, reflecting our commitment to fostering a diverse, equitable, and inclusive workplace. All In is the industry initiative created by the Advertising Association, the IPA, and the ISBA to improve inclusion and representation within UK advertising. 

Adopting the All-In Action Plan 

Our recognition as All-In Champions is a testament to our comprehensive adoption of the All-In Action Plan across eight necessary actions: Black Talent, Disabled Talent, Social Mobility, Women, Asian Talent, Older Talent, Mental Health, and LGBTQ+. This underscores Talon’s dedication to creating an environment where every individual feels valued, supported, and able to thrive. 

Talon’s Belong Cog led the All-In Champion submission and has spearheaded our journey to All-In Champions. The Belong Cog, composed of Talon employees, is central to shaping our internal working practices, policies, and recruitment strategies. It ensures that Talon remains an inclusive and welcoming place for all, actively working to increase access for underrepresented groups within the media sector and improve the employee experience. 

Talon’s ‘Charter for Change’ reinforces our commitment to inclusivity through a top-down approach, ensuring adoption and accountability at every level of our business. As proud MEFA and Creative Access members, we continue to push forward initiatives that promote diversity and inclusivity within our industry. 

Sunday Times Best Places to Work 

In addition to our All-In Champion status, Talon was recently named one of the Sunday Times Best Places to Work, an accolade voted for by our employees. This recognition highlights the positive and supportive culture we have cultivated at Talon, making it a great place to work. 

Our DEI journey is ongoing. We are committed to continuous improvement and ensuring that everyone at Talon feels they truly belong. 

If you are interested in working at Talon, view our job openings here 

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.

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.”

Talon has been awarded with the IPA’s People First Promise Badge of Honour, after successfully demonstrating our commitment to our people’s mental health and wellbeing. The People First Promise initiative was launched by IPA President Josh Krichefski in January 2024 to encourage those active in this space to use this badge of honour to assert their duty of care to their current employees, to future talent and to clients.

Read more about the People First Promise on the IPA website

Commitment to Employee Well-Being

Receiving the People First Promise acknowledges Talon’s commitment to prioritising the well-being, development, and satisfaction of our team members. Our efforts are focused on creating a work environment where everyone feels valued, respected, and empowered to achieve their best.

People-First Policies

Talon’s recognition as a People First organisation is a testament to our people-first policies and practices, and in particular our commitment to mental health and wellbeing. These include our holistic approach to employee development, mental health support, and creating a culture that encourages work-life balance. We believe that our people are our greatest asset, and their wellbeing directly contributes to the success of our business.

Talon’s Values: Bold, Human, Smart

This recognition aligns with Talon’s values –  bold, human, and smart. We encourage bold thinking and innovation, ensuring that our team members are not only heard but also inspired to push the boundaries of creativity. By prioritising a human approach, we foster a compassionate and inclusive culture where everyone feels connected and supported. Being smart underpins our commitment to continuous learning and growth, helping our people to thrive both personally and professionally.

In addition to the People First Promise, Talon have recently received All-In Champion Status and was named one of the Sunday Times Best Places to Work.