‘We’re working with some of the largest brands in APAC region’

A year ago Talon was launched in Singapore to cover the APAC markets. For a group that has largely catered to the US and European markets and clients, was the APAC market experience any different? Tell us how well the APAC business footprint is growing?

Previously, Talon provided out-of-home media buying and management for APAC clients globally through Talon International. 

The establishment of a regional HQ in Singapore was the next step in Talon’s expansion so the business could offer clients support in same time zone and with even deeper knowledge and relationships in the region. Talon APAC is building upon Talon’s established knowledge and is now working with some of the largest agencies and leading brands in the region to deliver high performing OOH media campaigns.

At the very outset Talon has had a tech & data driven business approach. How much has that helped Talon’s growth in the APAC region, and which are the principal markets that you cover?

Talon’s commitment to technology and data is unwavering, it is critical to the development of our clients’ media strategy and planning. The highest demand markets this year are India, China, Japan, Australia and Indonesia closely followed by Thailand, South Korea and Hong Kong.

Creativity is fundamental to OOH growth, and with DOOH media expanding in different markets, as an independent agency how do view the business opportunities in the APAC region and are you helping in enhancing the creativity quotient of DOOH advertising in the region?

Classic OOH creativity continues to inspire, just look at the recent rail + Maybelline Lash OOH campaign. We are finding more and more classic OOH creative and innovative use of billboards within the plan - not only for 100% SOT and reach but also to extend campaigns online via social amplification and PR.

Digital OOH has grown significantly with innovations in delivery technology and hardware. In some markets, DOOH has now overtaken classic OOH in revenue share. DOOH creativity is also evolving in the APAC region - the region has some of the most incredible DOOH sites including ones with anamorphic capability.

Talon’s Grand Visual is a leading out-of-home creative production agency that works with clients and creative agencies to deliver showstopping creative OOH campaigns all over the world including the APAC region. 

What is working best —bringing global clients to the APAC region, or taking APAC clients to global markets?

Talon in APAC is successfully working with global clients to help educate them on the complexities of OOH buying, planning and implementation in the APAC region from language, culture, regulations, capabilities and measurement.  

Talon’s established teams in MENA, Europe, the US and the UK help APAC clients to extend their campaigns beyond APAC to deliver effective OOH no matter which country.

Do you see Talon coming to India in the near future?

India is an exciting country for OOH and DOOH with highly anticipated technological and hardware developments expected in the coming years. 

Talon is already working with global and APAC clients with their OOH campaigns in India - most recently in Mumbai, Delhi, Bengaluru, Coimbatore, Hyderabad, Pune and Chennai. Talon also has clients in India looking for OOH campaign support outside of India which is an exciting growth opportunity.