London-based out-of-home media agency Talon has acquired Novus Media Canada Corp. for an undisclosed sum. According to Talon the acquired agency is one of Canada’s largest independent OOH agencies.  

This acquisition expands Talon’s North America footprint and is the latest step in its global expansion strategy.  

The agency said that OOH is poised to grow 12% in Canada in 2023.  

Talon’s Canadian operation will be led by Debbie Benadiba, a 20-year industry veteran who has led Novus’ OOH operation in Canada since 2019. 

Talon, founded nearly a decade ago works with brands such PepsiCo, Puma and the BBC as well as agency groups like Omnicom Media Group, Havas and Stagwell. 

Talon secured new investment from Equistone Partners last year to support its continuing global expansion strategy and organic growth plans. 

In addition to its eight global offices the agency has formed a global planning and buying OOH network of partners serving 100 markets across the U.S., Europe, Asia and Latin America.  

The seller is Novus Media LLC, once part of Omnicom which sold the agency in 2017. The agency offers local multichannel media planning and buying services. It said it would continue to focus on growing its U.S. operation.  

Jim Wilson, CEO of Talon US said the transaction “gives us an even greater opportunity to realize our growth ambitions in North America, drive high advertising market share into OOH, increase innovation in the market and unlock more value for brands in Canada.”