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Talon adds North American head of effectiveness

Photo: LinkedIn

May 27, 2026

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Talon, an independent out of home media agency, has added a new role, North American head of effectiveness, focused on building a unified measurement framework across the U.S. and U.K.

Talon's head of effectiveness role is a story about where OOH is going — toward unified global standards, deeper analytics and a more accountable future for the channel, according to a press release. The senior leadership position designed to formalize how OOH proves business impact at a time when marketers are demanding clearer ROI across every channel.

Qingxin Zhao, who stepped into the role in April, will oversee research partnerships and leverage IPA accreditation to differentiate Talon and ensure better reporting for clients. Zhao comes from previous roles at IPG Mediabrands and Media Storm. Most recently, she was head of revenue analytics at accessiBe. Zhao will report to Ryan Laul, North America CEO at Talon.

"Marketers want clarity, confidence and proof that their media investments are driving measurable outcomes — and OOH is in a position to deliver that at scale," Ryan Laul, North America CEO at Talon, said in the release. "By adding Qingxin as our dedicated head of effectiveness, we're doubling down on a core pillar of our offering. It's a major step in shaping the future of OOH as a performance marketing channel."

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