Global independent out-of-home (OOH) media agency Talon, which is internationally headquartered in London and is regionally based in Dubai, has been delivering strategic, data-driven creative and OOH planning for more than 11 years globally and two years regionally, since its inception in 2022.
Campaign Middle East recently sat down with Chadi Farhat, Managing Partner and Director of Talon MENA, to recap Talon’s journey to the present, its future ambitions, and the agency’s focus on data-led OOH planning strategies, technology, creative and executions.
“Where should I begin?” Farhat said, “Over the past few years, we have witnessed an increased focus on global advertising in general and on OOH advertising in specific, especially given the emerging visions of major GCC countries. Growing client interest in global investments has triggered the need for more strategic, targeted, and effective global OOH solutions and executions. We saw this as a unique opportunity to provide a score of services – as a specialist OOH agency – to deliver seamless, impactful results globally as well as locally.”
He added, “Two years in, we’re proud to say that our clients highly value Talon’s blend of offerings, including strategy, planning, creative, technology and execution, reinforcing our role as ‘global locals’. As our success in meeting this growing demand has become evident, it has also sparked a wave of interest from competitors looking to follow suit.”
Looking to the future, Farhat opined that the ever-evolving OOH industry will only continue to claim a larger and more integral share of the media and marketing mix, especially as we drive progressively into an ROI and data-driven world.
Speaking about Talon’s critical role in such a world, Farhat said, “Clients today are increasingly sophisticated, results-driven, and focused on outcome-based investments. At Talon, we understand that achieving measurable results is crucial, and we know the key strategies to deliver those results effectively. By leveraging the right technology, data, and creative insights, we ensure that brands connect with audiences in the most impactful way maximising ROI and driving success.”
He added, “As this trend keeps growing, Talon’s role is growing right along with it. Our expertise, powered by the latest technology, allows us to create highly effective results that align with our clients’ objectives across all stages of the funnel. Whether it’s a global brand or a local initiative, we are committed to helping clients achieve real, measurable outcomes.”
Appreciating the potential of Saudi Arabia, he said, “Saudi Arabia is a key market for Talon’s growth. With the country’s rapid development and growing infrastructure investments, we believe now is the perfect time to establish a stronger presence there. In addition to our existing office in Dubai, having a local presence in Saudi Arabia, will help us better understand the clients’ dynamics and provide more tailored services. We are excited about the opportunities in Saudi Arabia and the added value Talon can bring there. It all starts with ‘thinking outside’.”
Picking up on this phrase of ‘thinking outside’, we asked Farhat about his take on creative. He said, “We create and craft brand stories, fit for audiences, mindsets, moments and the OOH medium. OOH advertising is not just about placing ads, it’s about creating experiences that engage and resonate with audiences. We approach every campaign with a mindset of creative problem-solving, focusing on how we can deliver value through experiential and immersive content.”
Farhat went on to explain how the creative process at Talon extends beyond design; how the agency focuses on thinking strategically about how to communicate the brand message in a way that captivates audiences.
“This includes everything from the placement and timing of the ad to how it interacts with the environment and the local culture,” he said.
Sharing his pride in the creative campaigns that Talon has executed, many of which have garnered international recognition, Farhat added, “Our approach is to push boundaries, and our award-winning campaigns are a testament to the talent and creative capabilities of our team. We believe the region has immense potential for creative growth, and Talon is excited to be playing a pivotal role in elevating the sophistication of OOH advertising here.”
Discussing the sophistication of OOH, Campaign Middle East also asked Farhat about Talon’s proprietary technology platforms that are built specifically for the sector.
“When you step back and look at the trend, you see that OOH is changing fast, and so are we. Our proprietary technology platforms built specifically for OOH, help us plan, build, and deliver, faster more effective advertising campaigns; measurement is at the heart of every campaign strategy. Our set of tech tools is built to support each unique campaign need, creating a streamlined journey from concept to execution,” he said.
Delving into them a bit more in detail, Farhat added, “For creative testing, Canvas ensures messages resonate before they reach audiences – heatmaps, and eye-tracking technologies are used to identify the efficiency of the creative. For audience planning, Ada, our data management platform (DMP), enables us to identify and understand target audiences with remarkable accuracy, providing a rich foundation in audience movement insights. Atlas, our demand-side platform (DSP), then leverages these insights for precise, efficient audience buying, delivering on the data processed through Ada.”
Talon has, thus, made audience-first planning in OOH easier than ever before through its advanced tech solutions.
“By integrating our different data sources such as travel patterns, mobile location data and social media insights, with robust audience measurement, we’re able to meet diverse campaign objectives across the full marketing funnel,” Farhat concluded.
