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Dentsu acquires OOH agency C2C Outdoor

Written by Revati Nair

New York City-based out-of-home professional agency C2C Media LLC and its print production shop D1 Ink, Ltd have been acquired by Dentsu Aegis Network, and will be jointly referred to as “C2C Outdoor” from now on. With this acquisition, Dentsu plans to strengthen and expand its out-of-home business in the US.

c2c-outdoorFounded in 2007, C2C Outdoor focuses on the planning and buying of out-of-home media, and its team of 15 people at its offices in New York City and Los Angeles provides services to marketers in the apparel, cable/broadcast and technology industries. 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.

Following the acquisition, C2C Outdoor will become part of out-of-home communications agency Posterscope , one of the Dentsu Group’s ten global network brands, and will work with recently acquired digital out-of-home specialist Liveposter toward the further growth and expansion of Posterscope, which is currently ranked third in the U.S. out-of-home market.

In its September 2016 worldwide advertising expenditure forecasts, the Group’s media communications agency Carat announced that the out-of-home advertising market in the U.S. is expected to grow 4% to $7.9 billion in 2016, of which digital out-of-home will account for 44% of total out-of-home spending.

Dentsu Aegis Network Ltd., the Dentsu Group’s global business headquarters based in London, is expanding the Group’s business worldwide through ten global network brands–Carat, Dentsu (Dentsu Brand Agencies), Dentsu media, iProspect, Isobar, mcgarrybowen, Merkle, MKTG, Posterscope and Vizeum–as well as through several specialist/multi-market brands.

About the author

Revati Nair

Revz to her friends, Revati is a graduate in Media and a shutterbug. She's been writing for some time now, and has trained as a photojournalist with a leading daily newspaper too. Twitter: @NairRevati

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