Adrian J Cotterill, Editor-in-Chief
Talon, the global independent Out of Home media agency, announced today that it has acquired Novus Media Canada Corp, a leading specializsd media agency, to further bolster its global presence and accelerate growth in the Canadian market.
Talon Group CEO Barry Cupples told us “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”.
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.
Debbie Benadiba, who will serve as CEO of Talon’s Canadian operation, told us “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 and has been leading Novus Canada since 2019 and with leadership roles on the media vendor side with Bell Media and Rogers Media for more than 20 years. She currently holds board seats with DPAA and COMMB, a leading OOH industry association in North America and she chairs WE.DOOH. DPAA’s Women’s Advisory board.
Approaching its tenth anniversary, Talon works with global brands, such as PepsiCo 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. Talon’s Canadian team will be equipped with Talon’s creative and technology-forward solutions to lead the OOH marketplace in Canada.
Jim Wilson, CEO of Talon America was quoted as saying “As we embarked on our expansion strategy into Canada, we recognized that while many of our brands are cross-border, Canada is a unique and exciting market. 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 realize 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.”
NOVUS Media LLC is an independent media agency that uniquely plans and buys media through the lens of geography. They offer hyperlocal, customized, multichannel strategic media planning and buying with specialized multimedia talent, proprietary tools and custom techniques, representing the evolution of a next-gen agency. Focusing on local media of all types– TV, OTT, addressable, radio, OOH, digital display, video, mobile and search– NOVUS is fueled by marketing science and geospatial analytics to drive superior business results.