London: Multiply Media Group (MMG), a media entity focused on strategic growth and meaningful brand engagement, has announced a landmark long-term partnership with Wildstone, a leading owner of outdoor media infrastructure with a portfolio of over 5,400 panels.
According to Emirates News Agency, this partnership grants MMG, a subsidiary of the Abu Dhabi-based investment holding company Multiply Group, exclusive rights to manage and operate a portfolio of premium digital Out-of-Home (DOOH) sites in central London. This move marks a significant step in MMG's strategy to create a tech-enabled media powerhouse without borders. The assets will be commercialized and operated by BackLite Media, a subsidiary of MMG.
Jawad Hassan, Head of Media and Communications Vertical at Multiply Group, emphasized the importance of this expansion into the UK as a pivotal step in MMG's global growth journey. The partnership with Wildstone offers immediate scale and positions London as an ideal launchpad into international media markets, allowing MMG to deliver meaningful brand experiences in one of the world's most iconic urban landscapes.
The collaboration's first operational asset is the Wandsworth Roundabout, one of 13 high-traffic sites acquired by Wildstone from Transport for London earlier this year. The site, featuring four large-format digital screens, is situated at one of London's busiest junctions, boasting bi-weekly impacts of 6.2 million.
James Bicknell, Group CEO of Multiply Media Group, stated that the mission of MMG is to shape a future-ready media group rooted in regional strength and global ambition. The partnership with Wildstone enhances MMG's presence in a mature, high-impact market and extends BackLite's premium inventory beyond the UAE. This collaboration is seen as a crucial step in delivering dynamic and impactful campaigns on a global scale.
Damian Cox, Global CEO and Founding Partner of Wildstone, expressed excitement over the partnership, highlighting MMG's forward-thinking approach as a significant asset to London's DOOH market. The collaboration aims to elevate urban media infrastructure standards and deliver impactful DOOH campaigns for advertisers across London.
Multiply Media Group was officially launched in June 2025, bringing together three of the UAE's leading out-of-home companies-BackLite Media, Viola Media, and Media 247-under a single, tech-enabled media powerhouse. The launch at the World Out of Home Organisation Annual Congress in Mexico City was marked by a global DOOH takeover showcasing MMG's presence.
MMG's move into London represents its first significant expansion beyond the Middle East, aligning with Multiply Group's global growth strategy. Multiply Group, with a market cap exceeding US$7.2 billion, continues to build scale and impact across its verticals through disciplined, future-oriented investments.
With London serving as a strategic gateway into Europe, MMG is actively exploring further market entries in other global cities. This expansion sets the stage for new acquisitions, partnerships, and investments that align with MMG's mandate to reshape the media sector through scale and forward-looking strategies.
MMG plans to continue investing in high-potential media assets, catalyze growth through technology, and create value-driven synergies across its global portfolio.