Adrian J Cotterill, Editor-in-Chief
Multiply Media Group (MMG), a subsidiary of 2PointZero Group PJSC (formerly Multiply Group PJSC), has announced the full acquisition of London Lites.
This transaction marks a major milestone in MMG’s international expansion strategy, establishing an immediate and scaled presence in the UK’s high-growth digital outdoor market under the Backlite UK brand.
London Lites brings a strong pure-digital portfolio, a renowned management team, and a robust growth pipeline across London and additional key UK cities. Its network comprises more than 65 premium digital signs across central London, including flagship sites such as The Cube @ Flannels Oxford Street, one of London’s most recognisable multi-panel digital landmarks.
Jawad Hassan, Head of the Media and Communications Vertical at 2PointZero Group, said “London Lites has built one of the most recognisable premium DOOH portfolios in the UK, combining exceptional locations with a team that understands how to operate and grow high-impact digital assets. Bringing London Lites fully into our portfolio allows us to accelerate market expansion, unlock programmatic potential, and strengthen our position in a market that is rapidly evolving. This investment gives us scale from day one and creates a compelling platform for long-term growth.”
Backlite UK will now operate as one of London’s most premium DOOH networks enabling brands to activate contextually relevant, data-informed, and high-impact campaigns across the capital’s most visible and in-demand environments.
James Bicknell, Group CEO at Multiply Media Group, told us “We are proud to add London Lites to our portfolio and introduce Backlite UK to the market. London Lites has long been recognised for the quality and impact of its assets. Bringing the network under MMG allows us to deliver greater value, scale, and service for brands operating in one of the world’s most dynamic and influential media environments.”
Multiply Media Group is headquartered in Dubai.
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