Dentsu Aegis Acquires C2C Outdoor

Dentsu Aegis Acquires C2C Outdoor

C2C Outdoor to Become Part of Posterscope US, Michael Palatnek Succeeds Helma Larkin as CEO

NEW YORK, NYDentsu Aegis Network has announced the acquisition of C2C Outdoor, a leading boutique out-of-home agency. C2C Outdoor will join Posterscope US, the Dentsu’s out-of-home specialist agency, and will ultimately transition to operating as Posterscope over the next few months.

According to Dentsu, C2C Outdoor offers a full suite of services including strategy and planning, buying and reporting, in addition to creative and production services to help brands connect with consumers outside of the home. The addition of C2C Outdoor complements Posterscope’s earlier acquisition of Liveposter, a provider of dynamic, targeted creative campaigns for digital out-of-home. As part of Posterscope, Liveposter and now C2C Outdoor, extend the agency’s ability to innovate and leverage the full potential of out-of-home to drive clients’ businesses in the digital economy.

C2C Outdoor was founded in 2007 with a focus on meeting the needs of marketers in the apparel, cable/broadcast and technology industries, C2C Outdoor has offices in New York City and Los Angeles, where its team services clients including Tiffany & Co, Comedy Central, Grubhub including the Seamless brand, as well as Michael Kors. The agency was named one of Forbes’ Most Promising Companies in America in 2014 and was listed as #14 on Crain’s New York’s Fastest Growing Companies list in 2012.

“The out-of-home industry is experiencing rapid change and is ripe for transformation in the digital economy,” said Rob Horler, CEO, Dentsu Aegis Network US. “The Posterscope US operation has grown tremendously in the past two years, and with the addition of C2C Outdoor, is well-equipped to help clients navigate the changes and opportunities across all aspects of out-of-home.”

Following the acquisition, C2C Outdoor’s CEO Michael Palatnek will succeed Helma Larkin as CEO, Posterscope US, as part of a planned transition. Palatnek will oversee the combined business and report into Dentsu Aegis Network US CEO, Rob Horler. Co-Founder of C2C Outdoor, Dave Stutz, will move on to other ventures. Under Larkin’s leadership, Posterscope has delivered significant growth in the US, built a bench of top industry talent, and built a platform for innovation responsible for many firsts in the OOH market, including the first real-time buying private marketplace, the first vehicle recognition campaign and the launch of the Liveposter Dynamic Digital offering.

“I’m so pleased to be handing over the reins to an industry veteran like Michael, who is a proven leader on the buy and sell side,” said outgoing Posterscope US CEO Helma Larkin. “His ability to operate nimbly and focus exclusively on delivering the highest level of client service will be a game changer as Posterscope moves into its next stage of growth in the US.”

“Posterscope is a proven leader and innovator in Out-of-Home and I couldn’t be happier to be joining at such a critical point in its evolution,” said Michael Palatnek, incoming CEO, Posterscope US. “Combining the strong dynamic creative capabilities of C2C Outdoor and the powerful research and insights tools at Posterscope, together we’ve created an undeniably compelling new proposition to help our clients fully leverage out-of-home opportunities.”

According to Carat’s latest Ad Spend forecasts, the out-of-home advertising market in the US is expected to grow +4% to $7.9 billion in 2016, of which digital OOH will account for 44% of total OOH spending.

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