First Joint Out-of-Home (OOH) Campaign for
Converse Achieves Meaningful Impact
NEW YORK and LONDON, May 23,
2022 /PRNewswire/ -- Stagwell Media Network, part
of Stagwell (NASDAQ: STGW), today announced the
integration of the U.S. 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.
Stagwell Media Network and Talon combine
teams to accelerate OOH advertising; Converse's "Create Next"
campaign featured
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."
About Stagwell:
Stagwell is the challenger network
built to transform marketing. We deliver scaled creative
performance for the world's most ambitious brands, connecting
culture-moving creativity with leading-edge technology to harmonize
the art and science of marketing. Led by entrepreneurs, our
10,000+ specialists in 34+ countries are unified under a single
purpose: to drive effectiveness and improve business results for
their clients. Join us at www.stagwellglobal.com.
About Stagwell Media Network:
Stagwell's Media Network
is a group of leading multichannel agencies home to more than 3,500
experts with an expansive global footprint across 40+ offices in 20
countries, managing close to $5
billion in media. Agencies include omnichannel agencies
Assembly, Brand New Galaxy, MMI,
Goodstuff and Grason, creative consultancy GALE, B2B
specialist Multiview, multi-lingual content
agency Locaria, and travel and media experts Ink. The
network offers marketers a more dynamic partner for global B2B and
B2C solutions spanning data, technology, media, and creativity
aimed at accelerating business growth for brands worldwide.
About Talon:
Talon Outdoor is the leading global
independent Out of Home (OOH) media specialist and technology
services company focused on delivering smarter, creative,
data-driven integrated OOH communications. Combining independence
with a collaborative approach, Talon promotes open and transparent
working relationships between many of the world's leading agencies,
clients, and media partners. Headquartered in London with offices in Dubai, Dublin, Frankfurt, Manchester, New York, and Singapore Talon
delivers expertise at the global, national, regional, and local
levels. Additionally, the agency has built a global OOH planning
and buying network covering 100 markets across the U.S.,
Europe, Asia, and Latin
America. For more information, please
visit www.talonoutdoor.com and follow up
on Twitter and LinkedIn.
About Assembly:
Assembly is made of the ingredients of
the modern agency, bringing together data, talent, and technology
to deliver a connected set of solutions for media + more to the
best brands on the planet. We're home to more than 1,500 of the
industry's top talent, who bring unmatched global omnichannel media
expertise + data, technology, and business consulting capabilities
that help brands find the change that fuels growth. Assembly is a
proud member of Stagwell, the challenger network built to transform
marketing. Visit www.assemblyglobal.com for more
information.
Media Contacts:
Talon UK: Kate Chaundy -
Propeller kate.chaundy@propellergroup.com
Talon America: Ray Yeung + Nancy
Zakhary | Relev8 | ray@relev8.co + nancy@relev8.co
Stagwell: Beth Sidhu
beth.sidhu@stagwellglobal.com| +1. 202.423.4414
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SOURCE Stagwell Inc.