Talon, a leading independent global Out of Home (OOH) agency, has announced the acquisition of Out of Home Masters, the largest independent OOH specialist agency in the Netherlands. This strategic acquisition enhances Talon’s presence in Europe, marking a significant step in its growth strategy and strengthening its capabilities in one of the region’s most dynamic advertising markets.
Established in 2015 by Frank Hardenberg, Out of Home Masters has become a major player in the Dutch OOH advertising industry, delivering innovative and data-driven campaigns for prominent brands such as Coolblue, Hunkemöller, Enterprise, and Tony Chocolonely. The agency, with billings exceeding €26 million, also partners with leading agencies like Havas Media and Talpa Radio & TV.
Frank Hardenberg, Managing Director of Out of Home Masters, shared his perspective on the acquisition:
“Talon’s leadership in the global OOH market, combined with their advanced data and technology platforms, makes this a powerful partnership. This collaboration will allow us to bring enhanced value and capabilities to our clients.”
This acquisition supports Talon’s ongoing expansion in key global markets. Sue Frogley, Global CEO of Talon, highlighted the significance of the deal:
“Out of Home Masters has been a trusted partner within our international network. Their strong reputation for innovation and data-driven solutions aligns perfectly with our strategy. Together, we’re positioned to deliver greater client value and drive growth in the region.”
The acquisition builds on Talon’s recent integrations of Novus Canada and Evolve in 2023, part of a broader growth strategy underpinned by Equistone’s investment in 2022. Talon continues to focus on enhancing its digital capabilities and establishing leadership in high-growth markets worldwide.
Out of Home Masters will retain its current management team, led by Hardenberg, ensuring continuity in operations and client service. While the OOH Masters name will continue in the near term, a rebrand aligned with Talon’s global identity is planned for the future.
The agency’s expertise in digital OOH was recently recognized in Adformatie’s 2024 Media Report, where it was named the leader in innovation among Dutch media agencies and ranked second overall. With an established presence in the Netherlands, Belgium, and Luxembourg, the acquisition strengthens Talon’s footprint across the Benelux region.
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