A new media agency has entered the Out-Of-Home sector—New York-based Quan Media Group, billed as an agency “for the modern brand,” and one with a sharp focus on attribution.
The shop launched with a number of charter clients including Banza, Contiki, Dagne Dover, Daily Harvest and Ro.
The agency has also cemented strategic partnerships with advertising and marketing firms including The Boathouse Agency and Farrynheight.
Quan was founded by OOH veteran Brian Rappaport who serves as CEO. Previously he served as group director at RapportWW (IPG), where in addition to overseeing OOH strategy for brands including JetBlue, Royal Caribbean and Zelle, he was also responsible for building a direct client roster. He helped scale efforts for brands such as Casper, Daily Harvest, Ro, Luminary and FreshDirect among others.
Earlier Rappaport served in key roles at Zenith Media (Publicis) working across several media channels including print, OOH and sponsorship evaluation.
Rappaport stated, “Today’s brand marketers need a more personalized, measurable and flexible approach to OOH buying and planning as well as cutting-edge solutions to help them win market share at a scale consistent with their growth requirements. Quan is able to deliver on both of those opportunities because our model recognizes that success in OOH isn't defined by how much money is spent on a given campaign, but by a true understanding of each client’s unique audiences and goals.”
At a time when most traditional media continue to shrink or stagnate, OOH is growing significantly. Magna reported 6% growth for the medium in 2019 driven by a 20% spurt in digital OOH revenues.