CMS has advised Talon, the leading independent global Out of Home (OOH) agency, on 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, OOH Masters has grown to become a dominant force in the Dutch OOH market. 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's Chocolonely. 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. 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 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.
CMS team
The CMS team comprised Reinout Slot, Dex Destombes, Pieter de Kanter, Gieneke van Nierop, Britney Eggens, Merel Kroneman, Merel van Vliet, Britt Augustin, Yasar Celebi, Fauve Jansen and Jarrik Haust.
