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Talon Outdoor, a global independent Out of Home (OOH) media agency, announced it is expanding its global footprint in the Middle East with new offices and leadership in Dubai.

Chadi Farhat will lead Talon’s MENA offices from Dubai and is tasked with accelerating OOH growth in the region, ensuring clients realise the full potential of their OOH investment through Talon’s proprietary technology platforms and award winning creative innovation.

Talon’s strategy-led leadership will help educate brands and agencies on the extensive OOH opportunities for tapping into richer behavioural and location insights for quantifying the channel’s true impact across the customer journey.

Powered by Talon’s deep investments in market-leading adtech platforms Talon will offer smarter, data-driven and creative-led OOH planning and buying to offer brands and agencies around the world a powerful path for accessing innovative capabilities to fuel outcomes-based OOH campaigns. 

Talon’s international footprint provides on the ground knowledge and expertise that ensures we can effectively plan buy and execute client campaigns in over 100 markets. In partnership with local media owners Talon will make it easier for advertisers in more markets to access and execute captivating and performance-driven OOH campaigns and drive OOH revenue growth.

Barry Cupples, Talon Group CEO commented: “With the continued growth of OOH revenues around the world this is the perfect time for Talon to expand our global presence. Chadi is a first-class operator and we are delighted to have him on board as we continue to deliver our market leading independent position within OOH. MENA now has the very best talent, which coupled with Talon’s data fuelled technology will bring game-changing opportunities for advertisers.  Supported by clear measurement this will undoubtedly deliver strong client “outcomes” and brand performance; and ultimately provide top and bottom-line growth for advertisers which is at the core of the service Talon strives to deliver.”

Farhat has spent the last 25 years working across media, marketing, and communication within leading media agency groups in MENA. In his last role as Chief Investment Officer at Omnicom Media Group, he orchestrated multiple mergers and acquisitions within the industry; with the aim to unremittingly improve the product offerings to the company’s portfolio of advertisers whilst strongly contributing to the growth of the business year on year. Farhat is a passionate, focused and highly driven leader. An envisioned and bold strategist, he has built an illustrious career across the Levant, GCC, and the wider Middle East’s media ecosystem.  

Farhat added: “I am hugely excited to be able to bring clients in the MENA region a unique OOH planning and buying offering they cannot find anywhere else. Talon will provide advertisers with world-class regional and international service, innovative technology capabilities, creative executions and high-touch collaboration to deliver measurable and optimised value, as well as the unmissable outcomes that only OOH can offer.”