Abu Dhabi-based out-of-home media firm Multiply Media Group has entered the UK market with a long-term partnership with Wildstone.

As part of the deal, Multiply Media Group, a subsidiary of Multiply Group, was granted exclusive rights to manage and operate a portfolio of digital out-of-home sites across London.

The sites will be managed by BackLite Media.

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Jawad Hassan, head of media and communications, Vertical at Multiply Group, said:  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 group will launch its first takeover later this year in Wandsworth.

Damian Cox, global CEO and founder of Wildstone, said: “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.”