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Under the deal, Talon will provide its OOH services, proprietary technology and data platforms to the agency’s blue-chip clients.

The arrangement builds on the two parties’ existing relationship in the UK, with the idea of Havas maximising the full potential of OOH advertising as part of a cross-platform strategy.

“Our expanded global partnership with Havas is a testament to our track record of client success in producing effective, award-winning creative campaigns and we look forward to emulating such accomplishments in North America,” explains Talon chief executive Barry Cupples.

Peter Mears, chief executive at Havas Media Group, adds: “Talon brings an impressive track record in working with global brands and producing award-winning campaigns.

“This partnership fits into our global operating system that is Mx, which provides our clients the tools to build more meaningful media experiences creatively and at scale.”

Jim Wilson, chief executive of Talon North America, also says the partnership underscores its commitment to building long-term impactful relationships.

Wilson adds: “During this transformative time for the OOH industry, we’re optimistic in our consultative client approach and proven ability to deliver integrated campaign strategies that reach audiences at scale.”

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Talon and Havas Media eye OOH growth

Independent out-of-home (OOH) media specialist Talon has joined forces with Havas Media Group on a new initiative aimed at transforming OOH advertising in North America.