emirates7 - Multiply Media Group (MMG), a leading media company focused on strategic growth and impactful brand engagement, has announced a significant long-term partnership with Wildstone, one of the world’s largest owners of outdoor media infrastructure, managing over 5,400 panels.
This alliance grants MMG— a subsidiary of the Abu Dhabi-based investment firm Multiply Group—exclusive rights to manage and operate a portfolio of premium digital Out-of-Home (DOOH) advertising sites in central London. This marks a major milestone in MMG’s strategy to become a borderless, tech-driven media powerhouse. These assets will be managed and commercialized by BackLite Media, an MMG subsidiary.
Jawad Hassan, Head of Media and Communications at Multiply Group, commented on the partnership, stating, “Expanding into the UK is a crucial step in MMG’s global growth. Our collaboration with Wildstone accelerates this ambition, giving us significant scale. London serves as a strategic gateway to international media markets, offering the perfect environment to deliver impactful brand experiences in one of the world’s most iconic cities.”
The first operational site taken over is the Wandsworth Roundabout, one of 13 high-traffic locations Wildstone acquired earlier this year from Transport for London (TfL). This site features four large-format digital screens positioned at one of London’s busiest intersections, reaching 6.2 million bi-weekly impressions.
James Bicknell, Group CEO of Multiply Media Group, added, “Our mission at MMG is to build a future-ready media group anchored in regional expertise with global reach. Partnering with Wildstone strengthens our presence in a mature, influential market and expands BackLite’s premium inventory beyond the UAE. This collaboration reflects our commitment to embracing the evolving media landscape and delivering powerful campaigns on a global scale.”
Damian Cox, Global CEO and Founding Partner of Wildstone, said, “We are thrilled to work with MMG, whose innovative approach complements our vision to raise the bar for urban media infrastructure and more impactful DOOH campaigns across London.”
Launched officially in June 2025, Multiply Media Group brought together three leading UAE out-of-home (OOH) companies—BackLite Media, Viola Media, and Media 247—into a unified, tech-enabled media entity headquartered in the UAE. The launch was highlighted by a global DOOH campaign at the World Out of Home Organisation (WOO) Annual Congress in Mexico City, illuminating cities worldwide with MMG’s brand.
The expansion into London is MMG’s first major step outside the Middle East, aligning with Multiply Group’s broader global growth ambitions. With a market valuation exceeding US$7.2 billion, Multiply Group continues to scale its impact across sectors through disciplined, forward-looking investments.
Using London as a strategic entry point into Europe, MMG is actively pursuing opportunities to expand into additional global cities. This growth sets the foundation for further acquisitions, partnerships, and investments aligned with MMG’s vision to transform the media industry through scale and innovation.
MMG remains committed to investing in high-potential media assets, driving growth with technology, and generating synergistic value across its worldwide portfolio.
This alliance grants MMG— a subsidiary of the Abu Dhabi-based investment firm Multiply Group—exclusive rights to manage and operate a portfolio of premium digital Out-of-Home (DOOH) advertising sites in central London. This marks a major milestone in MMG’s strategy to become a borderless, tech-driven media powerhouse. These assets will be managed and commercialized by BackLite Media, an MMG subsidiary.
Jawad Hassan, Head of Media and Communications at Multiply Group, commented on the partnership, stating, “Expanding into the UK is a crucial step in MMG’s global growth. Our collaboration with Wildstone accelerates this ambition, giving us significant scale. London serves as a strategic gateway to international media markets, offering the perfect environment to deliver impactful brand experiences in one of the world’s most iconic cities.”
The first operational site taken over is the Wandsworth Roundabout, one of 13 high-traffic locations Wildstone acquired earlier this year from Transport for London (TfL). This site features four large-format digital screens positioned at one of London’s busiest intersections, reaching 6.2 million bi-weekly impressions.
James Bicknell, Group CEO of Multiply Media Group, added, “Our mission at MMG is to build a future-ready media group anchored in regional expertise with global reach. Partnering with Wildstone strengthens our presence in a mature, influential market and expands BackLite’s premium inventory beyond the UAE. This collaboration reflects our commitment to embracing the evolving media landscape and delivering powerful campaigns on a global scale.”
Damian Cox, Global CEO and Founding Partner of Wildstone, said, “We are thrilled to work with MMG, whose innovative approach complements our vision to raise the bar for urban media infrastructure and more impactful DOOH campaigns across London.”
Launched officially in June 2025, Multiply Media Group brought together three leading UAE out-of-home (OOH) companies—BackLite Media, Viola Media, and Media 247—into a unified, tech-enabled media entity headquartered in the UAE. The launch was highlighted by a global DOOH campaign at the World Out of Home Organisation (WOO) Annual Congress in Mexico City, illuminating cities worldwide with MMG’s brand.
The expansion into London is MMG’s first major step outside the Middle East, aligning with Multiply Group’s broader global growth ambitions. With a market valuation exceeding US$7.2 billion, Multiply Group continues to scale its impact across sectors through disciplined, forward-looking investments.
Using London as a strategic entry point into Europe, MMG is actively pursuing opportunities to expand into additional global cities. This growth sets the foundation for further acquisitions, partnerships, and investments aligned with MMG’s vision to transform the media industry through scale and innovation.
MMG remains committed to investing in high-potential media assets, driving growth with technology, and generating synergistic value across its worldwide portfolio.