Abu Dhabi-headquartered Multiply Media Group (MMG) has entered a landmark long-term partnership with Wildstone, one of the world’s largest owners of outdoor media infrastructure. The agreement grants MMG exclusive rights to manage and operate a portfolio of premium digital out-of-home (DOOH) advertising sites in central London.
This move represents a significant step in MMG’s strategy to build a borderless, tech-enabled media powerhouse. MMG, a subsidiary of Abu Dhabi-listed Multiply Group (ADX: MULTIPLY), will commercialise and operate the London assets through its subsidiary, BackLite Media. Wildstone’s portfolio exceeds 5,400 advertising panels globally.
The London partnership marks MMG’s first major expansion beyond the Middle East since its official launch in June 2025. MMG was formed by uniting three UAE market-leading OOH companies – BackLite Media, Viola Media, and Media 247 – under a single entity.
“Expanding into the UK marks a pivotal step in MMG’s global growth journey,” stated Jawad Hassan, Head of Media and Communications Vertical at Multiply Group. “Our partnership with Wildstone is a key enabler of that ambition, providing us with immediate scale. Positioned as a strategic launchpad into international media markets, London offers the ideal setting for us to deliver meaningful brand experiences across one of the world’s most iconic urban landscapes.”
The first operational asset under the new agreement is the Wandsworth Roundabout. This site, featuring four large-format digital screens on one of London’s busiest junctions, was among 13 high-traffic locations acquired by Wildstone from Transport for London (TfL) earlier this year. It delivers estimated bi-weekly impacts of 6.2 million.
“At MMG, our mission is to shape a future-ready media group rooted in regional strength and global ambition,” said James Bicknell, Group CEO of Multiply Media Group. “Partnering with Wildstone deepens our presence in a mature, high-impact 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 – and this collaboration marks an important step in delivering on that promise at a global scale.”
Damian Cox, Global CEO and Founder of Wildstone, added: “We are excited to partner with MMG as they bring their forward-thinking approach to London’s DOOH market. This collaboration reflects our vision to elevate the standards of urban media infrastructure and help deliver more impactful DOOH campaigns for advertisers across London.”
With London serving as a strategic gateway into Europe, MMG is actively exploring further market entries in other global cities. The company plans continued investment in high-potential media assets, growth through technology, and value-driven synergies across its portfolio. Multiply Group, with a market capitalization exceeding $7.2 billion, continues to pursue disciplined investments across its verticals, including Media & Communications.
About Multiply Media Group
Multiply Media Group (MMG) is an Abu Dhabi-based media group, its portfolio includes BackLite Media, Viola Media, Media 247, and Purple Printing. For more information: www.mmg.global
