Meet The People (MTP), the innovative alternative to traditional advertising holding companies, has announced the addition of True Independent Holdings (TIH) to its group of agencies. TIH, the parent company of True Media, True Media Canada, Coegi, and RADaR, will take over general media services for the rapidly growing MTP agency group.
The strategic partnership, finalized recently with undisclosed terms, marks a significant milestone for MTP and TIH. With offices in the US and Canada, TIH brings a wealth of expertise in media planning and buying, a programmatic trading desk, and a data and analytics unit to the MTP roster.
Tim Ringel, Founder and Group CEO of MTP, expressed enthusiasm about the collaboration, stating, “Joining forces with TIH and its agencies is an important step in the evolution of Meet The People. It adds substantial scale, skill, and technology access to our media offering, representing our ambition of excellence for our clients.”
Founded in 2005, True Media has established itself as a leader in strategically-based media planning and aggressive client advocacy. The launch of Coegi, a digital media and programmatic advertising agency, and RADaR, an ad performance data and analytics firm, further cemented True Media’s reputation for forward-thinking in the industry.
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Under the umbrella of MTP, the TIH family of companies will play a vital role in providing media services to MTP agencies, while also continuing to collaborate with other independent agencies and clients across North America. Swell Media, MTP’s existing media agency specializing in ecommerce and B2B, will maintain its unique focus within this new structure.
Jack Miller, Founder and CEO of True Independent Holdings, expressed excitement about the partnership, saying, “Tim and the entire team at MTP have crafted an agency group that values individuality and innovation. It aligns perfectly with our business philosophy, and I’m eager to see the results of this collaboration.”
MTP’s innovative organizational approach allows roster agencies to work closely together in a single ownership structure while retaining their independence and unique identities. This model enables integrated thinking and specialized services for clients, providing fully integrated agency-of-record solutions.
Ringel emphasized the benefits of this approach, stating, “It allows us to offer integrated thinking, better services, faster solutions, less friction, and deep expertise, all in a collaborative and transparent manner. These are the elements that truly enhance the relationships between brands and their agencies.”
With the addition of TIH’s 200-plus employees, the combined operations will now have over 750 employees across the US and Canada. This move continues MTP’s significant growth trajectory in recent years, supported by strategic and financial backing from Innovatus Capital Partners LLC, a New York-based portfolio management firm.
David Schiff, CEO and founding partner of Innovatus, expressed excitement about the partnership, saying, “We’re thrilled to have TIH join the Meet The People agency group. Jack and his team have built extraordinary companies, and we look forward to creating something even more remarkable together.”
True Independent Holdings was advised by PALAZZO as its exclusive financial advisor in this transaction, further solidifying the strategic and well-considered nature of this partnership.
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