Lucy Baumgartner

Talon effectiveness director Lucy Baumgartner rapidly advanced from insight executive to effectiveness director within four years, driving a 266% increase in measurement revenue between 2021 and 2024. Baumgartner led over 200 client campaign effectiveness projects and delivered 50 client research sessions, transforming measurement from a supplementary element to a core component of media planning. By developing a benchmark database of over 250 campaign studies and 60,000 data points, Baumgartner informed planning strategies and delivered actionable insights, notably optimising Channel 4's OOH investment and launching a new revenue stream for Talon through a bespoke project for McDonald’s. Baumgartner fostered a culture of learning and innovation at Talon by introducing Effectiveness Champions and delivering over 120 effectiveness sessions to internal and external stakeholders. Baumgartner also introduced a sustainability framework, tracking OOHs impact on brand perceptions and demonstrating the power of purpose-led messaging, with campaigns featuring sustainability messages achieving 57% higher brand metric uplifts. Beyond her core role, Baumgartner planned to author a white paper on industry-leading sustainability research, furthering Talon’s reputation as a sector leader. Testimonials highlighted Baumgartner’s collaborative approach, clarity in communication, and ability to inspire trust among clients and peers. Both senior clients and colleagues described her as a gold standard partner and an engaging, knowledgeable leader whose insights have directly shaped campaign strategy and contributed to award-winning outcomes. 

Judge’s comment:

Brilliantly blending effectiveness, sustainability and leadership driving OOH forward with purpose and precision.