Talon Expands Global Footprint with Acquisition of Out of Home Masters

Talon, the leading independent global Out of Home (OOH) agency, today announced the acquisition of Out of Home Masters, the largest independent OOH specialist in the Netherlands. This strategic acquisition strengthens Talon’s leadership position in Europe and establishes a platform for further growth.

Founded in 2015 by Frank Hardenberg - former managing director of Wall Netherlands, CBS Outdoor, and Exterion Media - OOH Masters has grown to become a dominant force in the Dutch OOH market. With billings exceeding €26 million, the agency delivers innovative, data-driven campaigns for renowned brands and agencies such as Havas Media, Talpa Radio & TV, Hunkemöller, Coolblue, Enterprise, Swappie, Flink, Pathé and Tony Chocolonely.

Frank Hardenberg, managing director of OOH Masters, said, “Joining forces with Talon was an easy decision – as the best in the OOH market they provide many benefits to both our teams and our clients. Talon has an impressive operation globally and this partnership provides access to their advanced data and technology platforms so we can offer enhanced capability to our clients.” 

Since its inception, OOH Masters has built a strong reputation in digital OOH and was recently recognised in Adformatie’s 2024 Media Report as the leader in innovation amongst local media agencies, and #2 media agency overall in the annual ranking. With its established presence across the Netherlands, Belgium, and Luxembourg, the Amsterdam-based agency now plays a key role in Talon’s strategic expansion.

Sue Frogley, global CEO of Talon, said, “Out of Home Masters has been a valued partner in our international network for several years, so this acquisition is a natural next step. Frank and his team have built an exceptional business with a strong reputation for delivering innovative, data-driven solutions in one of Europe’s most dynamic OOH markets. Their expertise and vision align perfectly with our strategy, and together, we’re well-positioned to drive even greater value for our clients and growth across the region.”

This acquisition is part of Talon’s ongoing growth strategy following the successful integrations of Novus Canada and Evolve in 2023. Supported by Equistone’s 2022 investment, Talon has focused on scaling its operations, strengthening its digital and data-driven capabilities, and establishing leadership in high-growth markets.

To ensure continuity, OOH Masters’ current management team, led by Frank, will remain in place to oversee operations and integration. The OOH Masters name will continue in the short term, with a rebrand planned to align with Talon’s global network in the near future.