Multiply Media Group Partners With Wildstone To Enter UK Market And Manage Digital Out-of-Home Sites

Multiply Media Group (MMG), a prominent media entity, has entered into a significant long-term partnership with Wildstone. Wildstone is renowned for its extensive outdoor media infrastructure, boasting over 5,400 panels globally. This collaboration grants MMG exclusive rights to manage premium digital Out-of-Home (DOOH) sites in central London. These assets will be operated by BackLite Media, an MMG subsidiary, marking a pivotal step in MMG's strategy to expand its tech-enabled media presence.

The first site under this partnership is the Wandsworth Roundabout. This location, featuring four large-format digital screens, was part of 13 high-traffic sites acquired by Wildstone from Transport for London earlier this year. Positioned at one of London's busiest junctions, it experiences bi-weekly impacts of 6.2 million.

James Bicknell, CEO of Multiply Media Group, emphasised the group's mission to establish a future-ready media entity with regional strength and global aspirations. He stated that partnering with Wildstone enhances their presence in a mature market and extends Backlite’s premium inventory beyond the UAE. "Through MMG, we are embracing the evolving media landscape that powers dynamic and impactful campaigns," he added.

Jawad Hassan, Head of Media and Communications Vertical at Multiply Group, highlighted the significance of expanding into the UK as part of MMG’s global growth journey. He noted that London serves as an ideal launchpad for delivering meaningful brand experiences across iconic urban landscapes.

Damian Cox, Global CEO and Founding Partner of Wildstone, expressed excitement about partnering with MMG. He remarked on MMG's forward-thinking approach to London's DOOH market and shared a vision to elevate urban media infrastructure standards. "This collaboration reflects our vision to elevate the standards of urban media infrastructure," he said.

Launched officially in June 2025 at the World Out of Home Organisation Annual Congress in Mexico City, Multiply Media Group united three leading UAE out-of-home companies: BackLite Media, Viola Media, and Media 247. This launch was marked by a bold global DOOH takeover showcasing MMG’s presence worldwide.

This move into London signifies MMG’s first major expansion beyond the Middle East. It aligns with Multiply Group’s strategy to build scale through disciplined investments across its verticals. With a market cap exceeding US$7.2 billion, Multiply Group continues to focus on growth through strategic investments.

With London as a gateway into Europe, MMG is exploring further market entries in other global cities. This expansion sets the stage for new acquisitions and partnerships aligned with their mandate to reshape the media sector through scale and innovative strategies.

MMG remains committed to investing in high-potential media assets and catalysing growth through technology-driven synergies across its global portfolio.

With inputs from WAM