Talon rebadges its Retail team as Talon Compass to navigate the changing OOH landscape
Talon is relaunching its internal proximity planning team as Talon Compass, reflecting a changing Out of Home (OOH) landscape that brings more efficient, intelligent, data-led and accountable planning and buying OOH to clients requiring a more bespoke or hyper-local service.
Talon Compass will provide a full service offering to clients and agencies in the retail space and beyond. The team will be more data-focused facilitating geographical and location planning, but ensuring client budgets work harder as we navigate change in OOH.
The new proposition is based around three concepts; Precision, Pathway and Purchasing, ensuring efficiency, speed of response, an intelligent use of data, accountability and effectiveness are at the heart of Talon's hyper-local offer.
The team, led by Jo Fisher, will use a combination of planning tools including the Talon mapping system AIM and new process system Plat>O which is rolling out across the agency to provide greater efficiencies and better insights for more bespoke OOH campaigns.
The move is a shift from traditional proximity-based planning to a sharper, more focused data-led planning and buying approach embracing hyper-local or national strategies, equally suited to digital and classic OOH.
Talon's Head of Compass, Jo Fisher, explains, "Talon Compass is not just about proximity planning but about creating more bespoke geographical targeted campaigns. Sharper targeting and more efficient processes using better data will ensure our campaign budgets work even harder for clients."
Fisher, who has been with Talon since its launch and has swapped her Head of Retail title to lead the new division adds, "We have become even more sophisticated at targeting audiences using data and tools, but we are no longer just about planning OOH for retailers. Location and geography describe what we do but we are adding greater speed of response into all our planning, particularly using Talon's Plat>O platform to drive smarter use of data and enabling media owner availability data to deliver solutions more quickly and more intelligently across both classic and digital OOH strategies."
Adrian Skelton, Managing Partner at Talon, adds, "The rebadging of Talon Compass reflects real change in the Out of Home sector, as speed, efficiency, use of data and delivering more accountable measurement become paramount to particular agency partners and some proximity-led clients. The team has fully embraced our smarter as standard philosophy and its unique use of data and platforms, offering a really trusted solution. This gives us a real USPs to position the team in a unique way around minimal wastage and maximum effectiveness."
Tonia Savchenko, Managing Director of Four Communications, one of Talon Compass' key agency partners, sums up the nature of the working relationship. "I am pleased with this transition to Talon Compass. Like our own agency, Talon has a smart, audience-first approach to planning. They are always seeking to harness all data sets available and they listen to our briefs and provide us with excellent strategic advice."
The team works across the Talon portfolio for clients including McDonald's, Specsavers, Co-op, House of Fraser, Dunelm, Waitrose, VW, Odeon, Knight Frank, plus agencies Four Communications, AMS, Penna and MGOMD UK.