JCDecaux acquires Concourse Initiatives to expand experiential offer

JCDecaux, the UK’s no. 1 Outdoor advertising company is acquiring Concourse Initiatives, a leading face-to-face marketing and sponsorship company.

A subsidiary of Media Initiatives Group, Concourse Initiatives holds experiential contracts at major train stations and some shopping malls.

Alan Greaney, CEO of Media Initiatives, will continue to head Concourse Initiatives, which will operate as a separate company under JCDecaux’s control.  This deal comes as part of JCDecaux’s drive to develop its existing experiential offer.

Jeremy Male, CEO UK & Northern Europe at JCDecaux said, “Concourse Initiatives is a successful business that is a natural addition to our Outdoor portfolio as we develop our experiential offer further.  Experiential advertising enables clients to put brands in consumers’ hands, creating campaigns that harness the latest in social media and complement our digital and traditional sites. There is great synergy with our existing experiential business – JCDecaux recently won the London Underground experiential contract across the tube network and already operates experiential contracts with a number of Train Operating Companies and airports.“

Alan Greaney CEO of Media Initiatives said, “As the Outdoor market leader, JCDecaux has the expertise in sales and marketing to take Concourse Initiatives’ business to the next level. With JCDecaux’s investment and drive to develop experiential, I am confident that Concourse Initiatives will go from strength to strength.”

Source: JCDecaux