Gail Chiasson, North American Editor
London-based Ocean Outdoor‘s Chairman Tom Goddard today announced the acquisition of Signature Outdoor, a major player in premium large format outdoor media in Birmingham and the West Midlands in the U.K..
The deal, for an undisclosed sum comprising cash and shares, further strengthens Ocean’s national Digital Out-of-Home footprint and, in particular, underlines its preeminent position in the key London, Birmingham and Manchester markets. Signature’s co-founders, Gerry Bew and Steve George will join the executive team, led by CEO Tim Bleakley. The move provides the enlarged entity with the opportunity to trade independently, under two highly respected brands.
Signature will operate and manage its premium backlight portfolio and continue to develop heritage digital formats, while Ocean’s national network and The Grid will be significantly boosted by the infusion of Signature’s digital inventory and banners.
“This is a very exciting development for both companies, and will enable us to provide even more innovative communication and technological solutions for our Brand and Agency Partners,” says Bleakley.
Bew, co-founder of Signature, says “Both Steve George and I really admire and respect what the Ocean team has achieved in a relatively short time span and are very proud to be joining force and supporting the next exciting and ambitious phase.”
Ocean Outdoor is a leading specialist Out-of-Home advertising company, with a spectacular portfolio of large format digital screens, banner and super premium landmark advertising sites. It operates the most iconic outdoor sites in London, Birmingham, Manchester, Liverpool, Glasgow, Newcastle and Leeds. Its sites include: Britain’s largest advertising site at London’s IMAX; the Two Towers East and Two Towers West, which dominate the main arterial corridors of London’s A4 and the financial district; and the Liverpool media wall, the UK’s largest full-motion advertising site. Ocean also holds exclusive external rights for the most premium urban shopping mall in Europe, Westfield London, which has more than 28 million shoppers with spending power approaching £1billion.
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