Multiply Media Group has entered the UK market through a long-term partnership with Wildstone.

As part of the deal, the company—part of Multiply Group—has exclusive rights to run a number of digital out-of-home (DOOH) sites across London.

The sites will be operated by BackLite Media.

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.”

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.”

Multiply Media Group will roll out its first takeover later this year in Wandsworth.