Media Groupe rebrands, expands
Montreal-based Média Groupe has begun a rebranding initiative. Out-of-home subsidiary Neo-Traffic has been rebranded as Neo Out of Home. It has also acquired a 50% stake in Pompe Média, a Montreal-based firm specializing in advertising displays on gasoline pumps. This entity will operate at Neo On the Go. In addition, the company has signed what it describes as a long-term partnership with fitness chain Nautilus Plus to establish an inventory of 110 digital displays that will be branded Neo Fitness. The company’s shopping mall media business will operate under the name Neo Shopping.
“We help advertisers reach consumers during their daily activities,” said Ronald Tapiero, president and general manager of Média Groupe. “After buying back the shares of our former partner in 2015 and those of the FTQ Solidarity Fund in 2018, we were able to take advantage of our reduced size to better leverage our agility and creativity. These repurchases were a crucial moment in our growth and allowed our companies to solidify and demonstrate their vitality. We stand out by doing everything internally to better control the quality of each step of production. This approach is essential because operators of our size must meet the same standards of excellence as the bigger companies but at a different scale. We’re often expected to do even better.”
In related news, experiential marketing subsidiary Speed has recently acquired event personnel firm Staff Personnel Événementiel. Their operations will be merged and jointly offered to clients