Multiply Media Group, the newly launched OOH entity headquartered in Abu Dhabi, marks a new chapter for the industry. Formed through the strategic consolidation of three market-leading UAE operators — BackLite Media, Viola Media, and Media247 — MMG is positioned to redefine the regional media landscape and establish a formidable international presence.

Born from Multiply Group, a $7.2 billion Abu Dhabi-based holding company, MMG was created with intention and a strategic culmination of two decades of ambition. Multiply began as a boutique marketing consultancy in 2003, entered out-of-home in 2010, and took its most significant leap in 2016 by acquiring Viola, securing over 85% market share in Abu Dhabi.

Following its public listing in 2021 and international investments in Firefly and Yieldmo, Multiply Group accelerated its OOH dominance by acquiring Media247 in 2023 and BackLite Media in 2024.

Today, MMG controls over 55% of the UAE’s OOH market, operates more than 3,000 assets, and projects over 30% annual revenue growth. But growth is not the goal; value creation is.

“We’re not waiting for the future of out-of-home to happen. We’re building it,” said James Bicknell, Group CEO of MMG. “Our ambition is to connect world-class media infrastructure with data and technology — and scale that across global markets.”

MMG is already on that path, with partnerships in Saudi Arabia and the UK setting the stage for broader expansion.

“We built MMG to be the media company of tomorrow — and our work is just beginning,” said Jawad Hassan, Head of Multiply Group’s Media & Communications vertical and newly appointed WOO board member. “I’m proud to help shape the future of our industry globally through WOO.”