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Project X Acknowledges Havas Loss in An Open Letter

Where is Havas Media Moving their OOH Planning and Buying?

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Project X Acknowledges Havas Loss in
‘An Open Letter of Thanks’


Havas Media Moving to Talon Outdoor?

We have been advised by several sources Havas Media is moving their OOH planning and buying to Talon Outdoor. Talon has not responded to our inquires. The move to Talon vacates the opportunities previously handled by Project X.

Displaying refreshing candidness and professionalism in a typically opaque eventJohn Laramie, Project X, CEO, discusses former client Havas Media’s transitional effect on his shop.

Laramie shares ‘an open letter’ via his LinkedIn post below:  ‘An Open Letter of Thanks’


An Open Letter of Thanks

John Laramie

John Laramie

CEO at Project X (fka ADstruc)



As many of you within the Out-of-Home industry may have already heard, Havas Media is transitioning to a new OOH specialist next month. This was an unexpected decision, but we take comfort in knowing that the decision was not related to Project X’s performance. We view this as an opportunity to give thanks and to recharge our energy and our motivation to continue on our path of executing the most impactful OOH campaigns.

First, thank you, Havas. It’s been an amazing six-year run serving as your trusted OOH agency partner, launching campaigns all over the country (and some internationally) for brands including Yuengling, Puma, Trip Advisor, Swarovski, LVMH, Proximo Spirits, McDonald’s, Emirates Airlines, Tracfone, TD Bank and countless others. We are thankful for the relationships we developed and proud of the work we did together over the years.

As importantly, thank you to the Project X team. You have managed the Havas business brilliantly. This change is in no way a reflection on your skills or effort.

All too often in the advertising business, we talk about the wins and the awards but rarely, if ever, about the losses. It’s a fact of life that accounts change agencies,

All too often in the advertising business, we talk about the wins and the awards but rarely, if ever, about the losses. It’s a fact of life that accounts change agencies, but for this to happen at a moment like the one we are all experiencing right now in this world is particularly tough. We received both supportive and cautionary feedback about publishing a note like this – but we became the leader in this space by making our own path and, in the end, wanted to share this experience and recognize this moment. It is also an important opportunity to say thank you to our former teammates with whom we have to part ways as a result of this loss.

OOH is facing unprecedented challenges as a result of the ongoing public health crisis and we are fortunate to be backed by Tritium Partners, who has deployed over $750M of equity capital over the last decade and is simply an incredible and supportive partner of Project X. We recognize that many OOH agencies won’t be able to weather the months and years ahead. However, our partnership with Tritium, our leading technology and our position in the market enables us to continue investing for the future, which is exactly what we intend to do.

Our company’s mission is to help bring brands’ stories to life in the physical world through a combination of innovative technology and inspired people. We pioneered workflow and automation in the OOH industry and built the right team to steward our tech to produce incredible campaigns that deliver results for our clients. Our tech and our team are the driving force behind how we became one of the 100 fastest growing agencies in the world, the 65th-fastest growing private company in America, and the 7th-fastest growing private company in NYC.

To those with whom we’ve had to part: The inspired effort each of you brought to Project X will never be forgotten. You’ve done phenomenal work for Havas’ advertisers as well as dozens of other clients. We know you will continue to do great work for your next employer.

To the Project X team going forward:

  • We will continue to put forth our trademark inspired effort;
  • We will continue to embody our core values in our work and in our culture;
  • We will continue to build technology that makes us smarter, faster, and more efficient at delivering OOH campaigns; and
  • We will continue to innovate and outperform our competition through better service, strategy and value to both our clients and our media partners.

So, it is in a spirit of gratefulness and resolve that we move forward, more motivated than ever before.

Many thanks,

John F. Laramie / CEO / john@pjxmedia.com



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