Stagwell Media Network’s Assembly and out-of-home agency Talon have expanded a strategic partnership that began last year by combining the companies’ U.S. OOH operations.
The partnership began late last year with Talon joining Stagwell’s global affiliate network to add scale to its operation as OOH recovered from the pandemic with over 20% growth last year and predictions of double-digit growth in 2022.
“While OOH revenues were impacted by the pandemic, channel innovations, real-time flexibility, and accelerated creativity has repositioned OOH in the mind of consumers and brands,” stated Jon Schaaf, Global Chief Investment Officer, Stagwell Media Network.
Both companies said that clients would benefit from the combination of their U.S. operations, citing collaborative work the firms did on a recent UK campaign for Converse called “Create Next.” It featured actor John Boyega and five up-and-coming London filmmakers.
The idea was to target audiences around London-area locations where Boyega grew up. Jill Rynenberg, integrated digital marketing manager, Converse commented that “Talon worked collaboratively with Assembly and Converse to deliver this highly targeted campaign which was delivered at breakneck speed. Talon’s audience-first data intelligence approach to planning allowed us to reach more of the right audience at the right time, ultimately improving ROI on media spend. We look forward to extending this partnership to deliver many more OOH campaigns.”
The combined U.S. operation will be located in offices in downtown New York City and will report to Jim Wilson, Talon's North America CEO.