Q&A With Talon Outdoor 

—Talon Buying Grandesign 

Summary

Talon – U.K.’s largest independent Out of Home (OOH) media specialist – is on a journey to build the largest, most sophisticated global OOH agency. With four offices around the globe, international presence in 20 markets and buying capability in 75 markets, Talon recently announced it has purchased Grandesign’s traditional arm, making San Diego its second office in the U.S. (first office is located in NYC). Below, both Adrian Skelton (Managing Partner at Talon) and Aaron Gaeir (Chief Revenue Officer at Talon (Former CEO and Founder of Grandesign traditional) provide us with insight on what this means for the U.S. OOH industry.

 

Q&A

 OOH in the U.K. vs. the U.S. – What is different? The same? Why do you see such opportunity in the U.S.?

AG: Total OOH advertising spend in the U.S. is five percent. The U.K has 10 percent. These European markets are far more sophisticated in providing clients and partners with data and numbers to showcase ROI and a campaign’s success. Anyone can say they have the best technology in the world, but not many have the big shoulders and buying power that Talon has. We’re going to see that five percent to 10 percent in the states now that we have Talon.

These European markets are far more sophisticated in providing clients and partners with data and numbers to showcase ROI and a campaign’s success.

 Why Grandesign?

AS: When we were beginning to look at companies to purchase in the U.S., a well-respected leader in the OOH industry told us to take a look at Grandesign. Grandesign has qualities that compliment Talon – successful business, great foundation, company culture, resume, some of the world’s largest clients, excited team ready to have the sophistication that Talon brings to get more clients.

 

 What capabilities does Talon have and can offer to U.S. clients that other OOH companies do not have?

AS: Talon offers OOH sophistication, technology and data that many U.S. brands need and we look forward to bring our Smarter as Standard philosophy to the states.

Talon offers OOH sophistication, technology and data that many U.S. brands need 

Let’s talk company culture. Why is it so important to you? Are you looking for talent? What can potential employees expect when working for Talon?

AG: Studies have shown that in the next couple of years most of the workforce is going to be independent contractors. As a founder of multiple businesses, it’s always been important to me to create an entrepreneurial environment within a big company. Talon has the same philosophy and that is one of the major reasons why we sold. Having an entrepreneurial environment is the secret sauce to employee retention and recruitment and we want the best of the best.

What does the next couple of years look like for Talon?

AS: We’re bringing more OOH sophistication, the best technology and the best work culture globally. We will continue to grow in the U.S. rapidly and push that five percent OOH spend to 10 percent and continue to build our client’s credibility and brand awareness.

push that five percent OOH spend to 10 percent

What does the future hold for Grandesign experiential?

AG: Grandesign’s experiential vertical is now “Grandesign Experiential”. When Grandesign got its start, experiential was a luxury for brands if budget permitted. Now it’s the engine to all marketing plans. Grandesign Experiential has the opportunity to work closely with companies like Talon to have a bigger voice and continue to create out of this world activations that brands are craving. No one has the resume, the history, the people – and now the out-of-home connections – that Grandesign Experiential has. We have some exciting campaigns coming this summer!