Multiply Media Group (MMG), part of the 2PointZero Group (formerly Multiply Group), has announced the complete acquisition of London Lites — a prominent digital out-of-home (DOOH) player known for its iconic screen locations across London.
This acquisition marks a significant step in MMG’s broader international growth strategy and immediately establishes a strong, scaled presence in the UK’s rapidly advancing digital outdoor advertising market under the Backlite UK brand.
London Lites contributes a powerful all-digital portfolio, an accomplished leadership team, and a promising development pipeline across London and other major UK cities. Its network includes more than 65 premium digital sites in central London, among them notable assets like The Cube at Flannels Oxford Street, regarded as one of the city’s most high-impact multi-panel digital displays.
Commenting on the acquisition, Jawad Hassan, Head of the Media and Communications Vertical at 2PointZero Group, said, “London Lites has built one of the most recognisable premium DOOH portfolios in the UK, combining exceptional locations with a team that understands how to operate and grow high-impact digital assets.”
He further added, “Bringing London Lites fully into our portfolio allows us to accelerate market expansion, unlock programmatic potential, and strengthen our position in a market that is rapidly evolving. This investment gives us scale from day one and creates a compelling platform for long-term growth.”
As programmatic revenues continue to reshape the UK DOOH landscape, Backlite UK is expected to gain a strategic advantage by integrating MMG’s data-driven monetisation capabilities and enhancing digital yield performance.
James Bicknell, Group CEO, Multiply Media Group, noted, “We are proud to add London Lites to our portfolio and introduce Backlite UK to the market. London Lites has long been recognised for the quality and impact of its assets. Bringing the network under MMG allows us to deliver greater value, scale, and service for brands operating in one of the world’s most dynamic and influential media environments.”
The acquisition also delivers immediate operational synergies, thanks to MMG’s existing UK presence, including 11 ultra-premium sites developed by Wildstone. This integration eliminates the need for additional operational infrastructure and ensures instant access to experienced teams and top-tier inventory.
The streamlined consolidation is expected to boost cost efficiencies for MMG and support stronger EBITDA performance.
Backlite UK will now stand among London’s most premium DOOH networks — enabling brands to activate data-informed, highly visible, and contextually relevant campaigns throughout the capital.
Sam Dayeh, Founder of London Lites, shared, “I’m incredibly proud of what London Lites has achieved, and even prouder to see it join a group that genuinely recognises its value. Multiply Media Group’s vision aligns perfectly with what we’ve built.”
He continued, “At its core, London Lites has always been about its people; their talent, passion and commitment shaped the business, and I’m deeply grateful for their loyalty. Knowing they’ll have a strong and respected platform for future growth means a great deal. We’re excited to help drive this next chapter across the region.”
The acquisition reinforces MMG’s growing footprint in the UK and strengthens its position within the expanding DOOH sector. It marks a key step in the Group’s international growth journey and highlights its dedication to building a global portfolio of high-value digital out-of-home assets powered by technology, creativity, and strategic ambition.
Read more: Global Agency Leadership Awards 2025 Honours Leading MEA Agencies Among Eighty Global Contenders
