WPP To Create Global Outdoor Buying Specialist

WPP is believed to be on the brink of acquiring a majority shareholding in outdoor specialist Poster Publicity in a move that will allow it to create a new global poster buying entity.

Reports suggest that the independently owned Poster Publicity will merge with WPP’s outdoor company, Portland Outdoor, to form an as yet unnamed global brand with a presence in all the major markets.

The acquisition of Poster Publicity by one of the major communications groups has been expected for some time and the company is thought to have been in negotiations with WPP’s senior management for several months.

The deal will extend WPP’s global reach of offices and will allow it to compete more effectively with Aegis-owned Posterscope, which has been expanding and is now the largest outdoor buying company in the world.

It is understood that the deal, which is not yet legally finalised, will see WPP take a 50% share in Poster Publicity, with the option to buy the company in full in the future. It looks likely that Poster Publicity’s management will run the new global entity.

The UK outdoor buying market has also seen some consolidation recently, with Alban Communications coming together with International Poster Management to launch a new outdoor buying point called Helix.

With combined billings in excess of £140 million, Helix is the second largest out of home buying point in the UK, behind Aegis-owned Posterscope. Helix handles the outdoor buying and administration for both International Poster Management and Alban-owned Concord (see Alban Launches UK’s Second Largest Outdoor Buying Point).

WPP: 020 7408 2204 www.wpp.com

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