Multiply Group lights up the world with the launch of Multiply Media Group, creating

a media powerhouse headquartered in the UAE

● Multiply Media Group (MMG) combines BackLite Media, Viola Media and Media 247 to operate
one of the UAE’s largest and most premium outdoor portfolios with 3,000 units
● Newly consolidated media group will serve as a launchpad to capture regional and global
opportunities in the media sector, including Saudi Arabia, the UK, Europe and the U.S.
● MMG to redefine the region’s media landscape through innovation, scale and strategic partnerships
● MMG launched at World Out of Home Organization (WOO) Annual Congress in Mexico City

Multiply Group (ADX: MULTIPLY), the Abu Dhabi-based investment holding company, today launches Multiply
Media Group (MMG), uniting the three market-leading out-of-home (OOH) companies under its portfolio to create a
new media powerhouse headquartered in the UAE. The combination of BackLite Media, Viola Media and Media 247
under Multiply Media Group represents a significant move that will shape the future of tech-enabled media in the
UAE and beyond.
Samia Bouazza, GCEO and Managing Director of Multiply Group, said: “The launch of Multiply Media Group
represents the most significant media consolidations in the UAE. By bringing together market-leading media assets
under a single AI & tech-driven group, we are reinforcing our commitment to long-term value creation and
shareholder returns. MMG lays a strong foundation for our global ambitions and forward-looking investment
strategy.”
MMG was launched at the World Out of Home Organization (WOO) Annual Congress in Mexico City, and
simultaneously it lit up the world through a global takeover across key DOOH media, illuminating cities and screens
worldwide with its bold presence. The move reflects the global expansion of Multiply Group, the $7.2 billion holding
company, which is part of IHC, the most valuable holding company in the Middle East with a market cap of over $240
billion. The newly consolidated group will serve as a launchpad to capture regional and international opportunities
arising in the media sector through MMG portfolio businesses.
MMG will drive performance and innovation across the OOH media sector, reshaping the UAE’s media landscape
through scale, AI, and strategic partnerships. To achieve its mission, MMG will invest in high-potential media assets,
catalyse growth with innovation and create synergies across its portfolio through strategic investments.
Jawad Hassan, Head of Media and Communications Vertical at Multiply Group, said: “For several years,
Multiply Group’s ambitious growth strategy for the media sector has taken us from an integrated portfolio of three
industry leaders to a media powerhouse with vast potential to redefine the entire regional media landscape in ways
that will bring immediate impact and long-term value for clients. Through MMG, we stand ready to embrace the
emerging trends in our industry, particularly the transformative role of AI, and we will continually look to invest in
technologies that enable us to create dynamic and innovative campaigns.”
The scale of MMG includes 3,000 advertising units across the UAE, including 75+ premium assets on Dubai’s Sheikh
Zayed Road, which are backed by long-term partnership agreements with the Road and Transport Authority (RTA)
(Mada Media) in Dubai and The Department of Municipalities & Transport (DMT) in Abu Dhabi.
James Bicknell, CEO of Multiply Media Group, said: “Multiply Media Group launches as a transformative force
in out of home media — a powerhouse that unites some of the region’s most strategic media assets under one bold
vision. With MMG, we are not simply scaling up — we are scaling intelligently. Our mandate is clear: deliver context
at scale, and reach audiences where it truly matters, when it matters most. MMG is engineered to be agile, data-led,
and deeply integrated, enabling our clients to engage audiences with greater relevance, responsiveness, and
resonance than ever before. This is more than media — it’s momentum.”
The launch of MMG follows a recent strategic agreement between Multiply Group’s media vertical and Al Arabia,
Arabian Contracting Services Company (Al Arabia) to create a joint venture (JV) to invest in the global out-of-home
(OOH) advertising sector. Multiply Group, also announced a recent Memorandum of Understanding (MoU) with

Saudi Media Company (SMC) – with these two strategic moves underscoring the global expansion potential of
Multiply’s portfolio brands.
Multiply Group’s other media holdings include Yieldmo, a contextual mobile ads platform, and Firefly, North
America’s leading digital Taxi-Top company. The group completed the acquisition of Viola Communications, a
marketing and communications firm, in 2021.
ABOUT MULTIPLY GROUP
Multiply Group PJSC is an Abu Dhabi-based investment holding company that globally invests and operates in
transformative, cash-generating businesses.
Known for its trademark growth mindset, Multiply Group will continue to deploy capital across its two distinct arms,
both of which follow a disciplined approach to investing and ensure consistent, sustainable value creation for our
shareholders in the short-, medium- and long-term:
Multiply, the investments and operations in long-term strategic verticals, currently investing and operating in
Mobility, Energy & Utilities, Media & Communications, Wellness & Beauty, and Retail & Apparel. Anchor
investments provide long-term recurring income, through which bolt-on acquisitions are made.
Multiply+, the Group further engages in opportunistic, sector-agnostic investments, via mainly minority stakes in
private and public markets.
For more information, visit www.multiply.ae
ABOUT Multiply Media Group
Multiply Media Group (MMG) is a media powerhouse committed to driving performance and innovation across the
sector. Our ambition is limitless, but our approach is precise. We invest in high-potential media assets, catalyse growth
through innovation, and create synergy across our portfolio through strategic investment and smart leadership.
MMG includes BackLite Media, Viola Media, Media 247, and Purple Printing. Together, they form an integrated
ecosystem built to deliver scale, precision, and sustained value.
MMG provides the clarity required to lead meaningful transformation in the industry. Through targeted investment in
technology, talent, and innovation, we develop future-ready products and services — anticipating client needs before
they emerge. By aligning capabilities across the group, we multiply impact, accelerate innovation, and drive long-term
growth.
More impact. More innovation. Greater momentum.
For more information, visit www.mmg.global
Source: AETOSWire