Leading Questions with Sue Frogley – Talon
Leading Questions
Sue Frogley, Global CEO at Talon, is in the hot seat to face our probing and quick-fire Leading Questions.
Perhaps best known for leading Publicis Media UK for more than six years, Sue Frogley oversaw billings of more than £2bn. She left Publicis at the end of 2023 after nearly a decade at the agency group and joined OOH specialist Talon in June 2024. Her focus is now on ‘scaling Talon, but doing it smartly’.
She speaks to The Media Leader about her leadership philosophy, building company culture, and the advice she’d give any aspiring leader.
Leadership
What are the principles that guide your leadership approach?
For me, leadership is really about people. Build brilliant teams, trust them, and give them the space and support to do their best work. Technology matters, of course, but at Talon, we’re very clear that people lead.
I’m always pushing myself and the business to keep evolving, to stay open to change and encourage bold thinking. If you get that balance right – trust, curiosity and a genuinely human approach, everything else tends to follow.
How do you define success as a leader in today’s media landscape?
I don’t overcomplicate success. It’s really about the impact we’re having, for clients and for our people. If we’re doing work that genuinely helps clients grow and, at the same time, building a culture where people feel trusted and excited to push boundaries, that’s success to me.
There’s also a wider responsibility that comes with leadership. Some of that is very personal, like mentoring and supporting talent. And some of it is about the role we play as a business, continuing to champion OOH and its ability to connect brands with real communities.
Success isn’t just about Talon doing well; it’s about contributing positively to the industry as a whole.
People and Culture
How do you build and maintain a strong company culture in times of rapid change?
When everything around us is changing quickly, culture has to be anchored in something solid. For us, that’s our values and our purpose. Our industry moves fast, but the behaviours that matter don’t change: being bold, being human and being smart. That’s what guides how we work, whatever’s happening around us.
I also really believe in being open with people. Trust comes from being transparent, keeping people informed and creating space for honest conversations. And bringing people together still matters.
Our office isn’t just a place to work, it’s where relationships are built, through everyday moments, quick catch‑ups and genuine connection. When people feel comfortable and supported, they do their best work.
What’s your approach to developing future leaders within your organisation?
I’ve always been pretty clear on this: hire people who are better than you! It keeps the bar high and pushes you to be a better leader. I want people around me who challenge thinking, bring fresh perspectives and make the work stronger.
Our industry is changing fast, so the leaders who succeed are the ones who stay curious and open, rather than getting stuck or defensive. My role is to create the right environment, where people feel trusted and supported to grow.
Future leaders don’t develop in isolation. They grow in cultures that bring out the best in them, and that’s exactly what we’re focused on building at Talon.
AI, Innovation and Skills
How is AI changing the way you lead and make decisions?
AI has become a really useful tool for us. It helps inform decisions, sharpen thinking and spot opportunities more quickly. But it doesn’t lead. In our industry, human judgement, creativity and relationships still matter most.
For me, good leadership is about embracing new technology without losing sight of the people behind it. AI can enhance what we do, but it can’t replace instinct, empathy or imagination. It’s an accelerator, not a substitute, for the human thinking that drives great work.
What’s your advice for aspiring media leaders?
Never stop learning, stay connected, and be ok with making mistakes along the way.
The Quick-fire Round
Which book would you make required reading for all media leaders?
Good to Great by Jim Collins
Which leader from TV, film, or literature most inspires you?
Erin Brockovich
What’s your go-to source for inspiration when you need it — work or otherwise?
Weirdly, a shower – I get my best ideas here, and allegedly it is a thing – the brain uses its default mode network.
Media lunch or media breakfast meeting, and why?
Breakfast – always! I’m a morning person, and it is so much more efficient for me.
Which media leader would you like to answer Leading Questions next?
Matt Brittin, the BBC’s new director general
Leading Questions is published by The Media Leader every Friday.