Independent out-of-home media agency Talon has formed a partnership with Serviceplan media agency Mediaplus to create and execute OOH campaigns for Mediaplus clients in the North America market, the partners confirmed today.  

The deal marks an extension of the agencies’ existing relationship outside the NA region. As in other regions where the firms work together, Mediaplus will leverage Talon’s OOH suite of products, powered by proprietary technologies. Those products will be integrated into Mediaplus’ NA planning process.  

The NA partnership kicked off with a joint OOH campaign for De’Longhi North America, which appointed Mediaplus to handle its NA media account in the fall of 2022. 

“OOH remains a strategically essential medium for our clients to create real-world and human connections with their audiences and drive brand and business outcomes,” stated Tamara Alesi, CEO of Mediaplus North America. “With this partnership, we are advancing our clients' access to a highly evolved, digitized, and innovative offering enabling differentiation of their brands.” 

Other Mediaplus clients in the region include Siemens, Hardcrafted LLC, Zeiss and others. 

“Our collaboration will be focused on unlocking the creative and brand building power of OOH and driving full-funnel outcomes for Mediaplus clients and partners,” said Jim Wilson, CEO, Talon North America. 

In recent years Talon has struck strategic partnerships with other agencies and holding groups, including Stagwell’s Assembly, Buntin Group and Havas Media.  

Mediaplus NA launched last year. In June of this year parent Serviceplan, based in Germany, expanded its operations in the U.S. with the creation of Serviceplan Americas and the acquisition of a 30% stake in New York-based agency L&C NYC.  

The Americas launch and M&A deal follow Serviceplan's acquisition of a 30% stake in creative agency Pereira O’Dell three years ago. Leaders from that agency are managing Serviceplan’s Americas operation.