Adrian J Cotterill, Editor-in-Chief
Pikasso has acquisiredn of 95% of Greenberry shares, the Moroccan leader in malls and retail advertising.
Founded in 2009, Greenberry has the exclusive concession to the 97 accesses to Carrefour, Carrefour Market and Atacadao of Label’Vie, the malls of Aradei: Label’Gallery in Rabat, Meknès, El Jadida, and in Safi, Socco Alto in Tangier, Almazar in Marrakech, Borj Fez in Fes, as well as AnfaPlace in Casablanca (Grit Group), Ryad Square in Rabat (FC2B), Tangier City Center (Interavente) and Carré Eden in Marrakech (CMG).
The inventory is composed of 169 digital screens, totems, video walls and LEDs, as well as 300 classic faces including backlits, 2m2 scrollers and 12m2.
We understand that Greenberry has built a great reputation in the Moroccan market through the introduction of advertising in malls and retail.
The existing team will be reinforced with executives and technicians. In order to welcome its extended new team, the company moved on September 1, 2019 to new premises located at 193 Boulevard de la Resistance in Casablanca.
Following this acquisition, Pikasso becomes the only Out of Home Advertising operator to extensively cover the three markets of North Africa: Morocco, Algeria and Tunisia, and to be able to respond with homogeneous outdoor products to the requests of advertisers, along with regional and international media agencies.
The advertising market in Morocco is one of the largest in Africa and the MENA region, of which it holds third position. It is also an advertising hub, home to headquarters of media agencies and regional marketing departments of multinationals.
Morocco has a population of 35.5 million. The capital Rabat has 1.7 M inhabitants while Casablanca has 3.2 M. The GDP growth was 3.2% in 2018.
Global law firm Norton Rose Fulbright advised Pikasso on the corporate aspects of this transaction with a team led by partner Alain Malek, head of the Casablanca office, assisted by associate Ismaël Sinaceur.
Antonio Vincenti, Chairman & CEO of Pikasso, told us “I am delighted of the agreement with Greenberry shareholders who have trusted Pikasso to continue the development of the company. We are very proud of the partnership resulting from the exclusive long-term concession agreements signed with the Label’Vie Group, Aradei, Grit Group and the owners of the other malls: FC2B, CMG, and Interavente. Our commitment to our partners is to deploy all our technical, technological and marketing know-how to enhance all the engagement opportunities with shoppers and visitors of these temples of consumption, leisure and entertainment that have become the malls today. The quality of the contacts and audiences offered being unique. Our ambition is to contribute significantly to the development of the Out of Home (OOH) advertising industry in Morocco, by bringing all the innovations found in the most sophisticated markets to better serve advertisers and media agencies. Our presence in Casablanca will also enable us to meet the OOH communication needs of the “Moroccan Economic Champions” beyond the Maghreb in their expansion plans in Senegal, Mali and Ivory Coast, where the Pikasso Group is present”.
Pikasso was founded in Beirut in 1986, It is the number one Out-of-Home advertising company throughout the Levant (Lebanon, Jordan and Iraq), the leader in North Africa (Algeria, Tunisia and Morocco), and has recently extended its activity to West Africa (Senegal, Ivory Coast, and Mali) and the Caucasus (Armenia).
With more than 13,000 advertising faces, 450 digital screens, 73 exclusive concessions across 434 cities and towns in 10 countries, and 400 highly qualified professionals, Pikasso places quality and innovation at the heart of its development.
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