Multiply Media Group (MMG), a media powerhouse and a subsidiary of Multiply Group, has entered into a long-term partnership with Wildstone, a leading owner of outdoor media infrastructure in the UK.
This strategic move marks Multiply Media Group’s entry into the UK market, securing exclusive rights to manage and operate a portfolio of premium digital Out-of-Home (DOOH) sites in central London.
The partnership also marks a key step in the group’s growth strategy to develop a borderless, tech-enabled media powerhouse. These assets will be commercialized and operated by BackLite Media, a subsidiary of MMG.
Jawad Hassan, Head of Media and Communications Vertical at Multiply Group, commented that, “Expanding into the UK marks a pivotal step in MMG’s global growth journey. 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 Wandsworth Roundabout is the first operational asset to be taken over, which was among 13 high-traffic sites acquired by Wildstone from Transport for London (TfL) earlier this year. The site features four large-format digital screens and is located on one of London’s busiest junctions, with bi-weekly impacts of 6.2 million.
James Bicknell Group CEO – Multiply Media Group
“At MMG, our mission is to shape a future-ready media group rooted in regional strength and global ambition. 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 Founding Partner of Wildstone, stated that, “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.”
Multiply Media Group was recently launched at the World Out of Home Organization (WOO) Annual Congress in Mexico, uniting three of the UAE’s market-leading out-of-home (OOH) companies – BackLite Media, Viola Media and Media 247 – under a single, tech-enabled media powerhouse headquartered in the UAE.
By stepping into the UK market, MMG takes its first major leap beyond the Middle East, in line with Multiply Group’s global growth strategy. With a market cap of over $7.2 billion, Multiply Group remains committed to building scale and impact across its verticals through disciplined, future-facing investments.
With London serving as a strategic gateway into Europe, MMG is actively exploring further market entries in other global cities. This move paves the way for new acquisitions, partnerships, and investments that align with MMG’s vision to redefine the media sector through scale and forward-looking strategies.
