23/05/2022 - News
Stagwell’s (STGW) Media Network and Talon Combine Teams to Further Accelerate Global Presence of Data-Driven Out-of-Home Advertising for Leading Brands
First Joint Out-of-Home (OOH) Campaign for Converse Achieves Meaningful Impact.
(May 23rd, 2022) New York and London – Stagwell Media Network, part of Stagwell (NASDAQ: STGW), today announced the integration of the US OOH teams from the network’s omnichannel media agency, Assembly, with Talon, to offer smarter, data-driven, and creative-led OOH planning, buying, and proprietary technologies to advertisers. This move represents the next phase of the strategic partnership formed at the end of last year. Together, the team has since successfully collaborated with Converse on an innovative OOH program that has driven meaningful results for this influential brand.
Jill Rynenberg, Integrated Digital Marketing Manager, Converse commented, “Out-of-home was integral to Converse’s ‘Create Next’ campaign which saw John Boyega, an influential film star, born and raised in South London, join forces with Converse. It was really important to target the hometowns of Boyega and the five young and undiscovered London filmmakers which we were able to deliver through Talon’s bespoke solutions. This was our first out-of-home campaign planned through Assembly and Talon Outdoor, and we were delighted with Talon’s collaborative and data-led approach to planning.”
Rynenberg continued, “Using Talon’s proprietary data management platform, ‘Ada,’ billions of device-level audience data points were activated in order to pinpoint a highly targeted bespoke urban audience in these key hometown locations centred around Peckham and Brixton. Talon worked collaboratively with Assembly and Converse to deliver this highly targeted campaign which was delivered at breakneck speed. Talon’s audience-first data intelligence approach to planning allowed us to reach more of the right audience at the right time, ultimately improving ROI on media spend. We look forward to extending this partnership to deliver many more OOH campaigns.”
“While OOH revenues were impacted by the pandemic, channel innovations, real-time flexibility, and accelerated creativity has repositioned OOH in the mind of consumers and brands, as demonstrated by the Converse campaign,” said Jon Schaaf, Global Chief Investment Officer, Stagwell Media Network. “By further combining our experience, teams, tools, and industry partnerships, our collaboration with Talon will enable marketers to differentiate their brand and offerings from their competition across both upper and lower funnel efforts.”
Barry Cupples, Talon’s Global CEO said, “Stagwell’s technology-first approach coupled with their deep expertise in media, creative and digital transformation dovetails seamlessly alongside Talon’s. OOH is more powerful than ever; harnessing data-fuelled technology with capabilities for audience targeting and measurement across the customer journey is bringing game-changing opportunities for advertisers.” Cupples continued, “The strengthening of our partnership with combined goals to drive effectiveness and improve business results for clients will undoubtedly deliver better outcomes for brands and add genuine value to the top and bottom line.”