OOH Media agency Talon acquires Canadian counterpart Novus Media Canada
Monday, March 20, 2023
Talon, the global independent out-of-home (OOH) media agency, has acquired Novus Media Canada Corp, a specialised media agency, to faccelerate growth in the Canadian market.
Under the ownership of Novus Media LLC, Novus Canada has leveraged its prowess for geography and understanding of location to build smart campaigns for agency partners and their many OOH advertisers. In the past four years, the agency has grown into one of the largest and most respected OOH specialist agencies in Canada.
Approaching its tenth anniversary, Talon works with global brands such as PepsiCo, PUMA and BBC as well as leading agencies Omnicom Media Group, Havas and Stagwell, delivering the most effective, innovative and creative media solutions for OOH at global, national and regional levels. Talon secured new investment from Equistone Partners Europe in July 2022, providing the capital to support its global expansion both organically and acquisitively.
Talon’s acquisition of Novus Canada provides true independence and global access to best-in-class buying, planning, creativity and industry-leading technology platforms to enable all agencies and direct advertisers to connect with engaged consumers in their daily journeys in Canada and globally. With OOH poised to achieve 12% growth in Canada in 2023, Talon’s Canadian team will be equipped with Talon’s creative and technology-forward solutions to lead the OOH marketplace in Canada.
Talon Group CEO Barry Cupples said, “Our global agency scale and innovation focus sets us apart and the addition of Novus Canada marks another important step in our growth strategy. As the leading global independent OOH agency, we’re delivering best-in-class services, data and technologies that enable brands to take advantage of a resurgent Out of Home market.”
Out of Home has evolved into a sophisticated, data-driven and innovative medium – and Talon is at the forefront of the transformation. Through digitisation, audience-based targeting, advanced measurement and unmatched creativity, Talon is helping brands and agencies re-imagine the possibilities of what OOH can do to deliver better outcomes for brands and add genuine value to the top and bottom line.
“As we embarked on our expansion strategy into Canada, we recognised that while many of our brands are cross-border, Canada is a unique and exciting market,” said Jim Wilson, Talon US CEO. “Novus Canada has established itself as the leading independent agency with stellar leadership, a specialist team and a track record of success. Joining forces gives us an even greater opportunity to realise our growth ambitions in North America, drive higher advertising market share into OOH, increase innovation in the market and unlock more value for brands in Canada.”
“Becoming part of Talon is not only an exciting opportunity for our Canadian Out of Home team,” said Melony Rios, CEO of Novus Media LLC. “It’s a win-win scenario for clients in Canada, for Talon, and Novus. Novus Media will continue to stay focused on our rapidly growing US multimedia business delivering customised, fully multichannel media programs for marketers.”
Debbie Benadiba, CEO of Talon’s Canadian operation, said, “Not only will we be integrated and aligned with Talon’s strategic growth objectives, but we will also be positioned to leverage our combined best-in-class tools and technology for marketers. It positions us to be Canada’s largest, truly independent OOH agency that has compelling and competitive advantages for our clients and agency partners.”
Debbie is a media veteran, with leadership roles on the media vendor side with Bell Media and Rogers Media for more than 20 years, and leading Novus Canada since 2019. She currently holds board seats with DPAA, a global digital OOH trade association, and COMMB, a leading OOH industry association in North America and chairs WE.DOOH. DPAA’s Women’s Advisory board.