Multiply Group: UAE Media Powerhouse Formed
- Multiply Group has launched Multiply Media Group (MMG), consolidating BackLite Media, Viola Media, and Media 247 too establish a tech-enabled media powerhouse in the UAE.This strategic move aims...
- The new entity boasts 3,000 advertising units across the UAE,including over 75 premium assets on dubai’s Sheikh Zayed Road.
- According to Multiply Group, this consolidation represents a significant step toward long-term value creation and shareholder returns.
Multiply Group just launched Multiply Media Group (MMG), a dynamic new UAE media powerhouse following a major consolidation of its out-of-home (OOH) media assets. This strategic move, combining BackLite Media, Viola Media, adn media 247, signals a notable shift in the advertising landscape, promising innovation and expanded reach. MMG, with its 3,000 advertising units, including premium locations on Sheikh Zayed Road, is set to leverage AI and strategic partnerships to drive the future of OOH advertising. This initiative, reflecting Multiply Group’s global ambitions, aims to capture regional and international opportunities, setting the stage for impactful campaigns. Read more on News Directory 3. Discover what’s next as MMG evolves and expands its global footprint.
Multiply Group Launches Multiply Media Group, a UAE media Powerhouse
Updated June 7, 2025
Multiply Group has launched Multiply Media Group (MMG), consolidating BackLite Media, Viola Media, and Media 247 too establish a tech-enabled media powerhouse in the UAE.This strategic move aims to reshape the future of out-of-home (OOH) media through scale, AI, and strategic partnerships.
The new entity boasts 3,000 advertising units across the UAE,including over 75 premium assets on dubai’s Sheikh Zayed Road. These assets are supported by long-term agreements with the Road and Transport Authority (RTA) in Dubai and the Department of Municipalities & Transport (DMT) in Abu Dhabi.
According to Multiply Group, this consolidation represents a significant step toward long-term value creation and shareholder returns. The company aims to capture regional and international opportunities in the media sector through MMGS portfolio businesses, driving performance and innovation across the OOH media landscape.
The launch of Multiply Media Group (MMG) occurred at the World Out of Home Organisation (WOO) Annual Congress in Mexico City, accompanied by a global digital out-of-home (DOOH) campaign.
The move reflects the global ambitions of Multiply Group, a $7.2 billion holding company under IHC,the Middle East’s most valuable holding company with a market capitalization exceeding $240 billion.
To achieve its mission, MMG will invest in high-potential media assets, catalyze growth with innovation and create synergies across its portfolio through strategic investments.The company will focus on embracing emerging trends, particularly the transformative role of AI, to create dynamic and innovative campaigns.
Multiply Group’s media holdings also include yieldmo, a contextual mobile ads platform, and Firefly, a digital taxi-top advertising company in North America. The group acquired Viola Communications in 2021.
The launch of MMG follows a recent agreement between Multiply group and Al Arabia,Arabian contracting Services Company,to invest in the global OOH advertising sector. A Memorandum of Understanding with Saudi Media Company (SMC) further underscores the global expansion potential of Multiply’s portfolio brands.
Samia Bouazza, GCEO and Managing Director of Multiply Group, said, “The launch of Multiply Media Group represents the most significant media consolidations in the UAE. By bringing together market-leading media assets under a single AI and tech-driven group, we are reinforcing our commitment to long-term value creation and shareholder returns. MMG lays a strong foundation for our global ambitions and forward-looking investment strategy.”
Jawad Hassan, Head of Media and Communications Vertical at Multiply Group, said, “Through MMG, we stand ready to embrace the emerging trends in our industry, particularly the transformative role of AI, and we will continually look to invest in technologies that enable us to create dynamic and innovative campaigns.”
James Bicknell, CEO of Multiply Media Group, said, “Multiply Media Group launches as a transformative force in out of home media — a powerhouse that unites some of the region’s most strategic media assets under one bold vision… With MMG, we are not simply scaling up — we are scaling intelligently. Our mandate is clear: deliver context at scale, and reach audiences where it truly matters, when it matters most.”
What’s next
Multiply Media Group (MMG) is poised to reshape the UAE’s media landscape through strategic investments and technological innovation, aiming to deliver impactful and valuable campaigns for clients while expanding its global presence.