Sophie Pemberton, Group Strategy Director, &, Charlotte McDougall, Audience Planning Manager, at Talon Outdoor

As part of Talon Outdoor's leadership committee, Sophie heads up the analytics, strategy and insight team and oversees the continued evolution of Ada, Talon's proprietary data management platform. Having spent 10 years in communications and strategy leading the charge on more intelligent planning, this year Sophie won the prestigious WACL Future Leaders Award 2020. When Sophie isn't studying Out of Home audience behaviour and data planning, she is writing tech strategy and solving client challenges and is a regular industry speaker and commentator. Charlotte is one of Talon’s resident data analysts and works closely across all teams at Talon helping to build and shape audiences through OOH campaigns. Through her role as Audience Planning Manager, Charlotte works alongside Ada's development team helping to shape the platforms functions and facilitate optimised Out of Home campaign buys that use data to refine audience targeting and drive effectiveness.