Outdoor advertising group, JC Decaux, has bought one of the UK’s oldest independent advertising companies, Allam, Group in a multi-million pound deal.
Allam brings with it a UK wide portfolio of large format advertising to JC Decaux, located in key areas across the UK’s major cities.
JC Decaux has enjoyed a marketing arrangement with Allam since 1996, selling the company’s 2,500 panels. The sites formed a core part of JC Decaux’s large format networks.
Commenting on the purchase, Lawrence Haines, managing director, at Large Format, JC Decaux said: “Our acquisition of the Allam portfolio underlies our commitment to the UK billboard sector and the strength of our billboard business.”
He continued: “The quality and diversity of the Allam portfolio has long been a key part of our inventory. This acquisition is excellent news for us, giving us further scope to invest in illumination and additional scrolling backlights and Premiere sites.
The outdoor advertising group recently announced the launch of Open@JCDecaux, with the new division aiming to transform strategic planning within out-of-home and open up new channels of communication for its clients.
The new department will be in charge of providing clients with an independent resource, offering strategic planning advice and accountable campaign analysis and research.
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