Multiply Media Group, backed by the UAE's biggest company IHC, is setting out to be a global as well as regional media player. WOO sat down with Group CEO James Bicknell at the recent Annual Congress in Mexico City to discuss the group's ambitions and what they mean for the wider Out of Home industry.
Q: You opened your speech at the World Out-of-Home 2025 Congress with a statement that this is “more than a brand launch — it’s a big moment for the industry.” What makes this moment so pivotal?
A: The media landscape is evolving fast — not just in formats or platforms, but in how audiences engage, how data drives outcomes, and how brands think about media as a driver of business performance. Multiply Media Group was built with that momentum in mind — our mission is to shape a future-ready media group, rooted in regional strength and global ambition.
Q: Let’s talk numbers. You mentioned over 55% market share in the UAE and 85% in Abu Dhabi. How do you translate market strength into strategic advantage?
A: It means we can innovate from a position of leadership — trial new formats, pilot smart city integrations, work with governments and global partners at a high level. It gives us leverage and we use that to push boundaries. We’ve been focused on building systems, teams, and tech that can make that footprint work harder.
Q: You mentioned MMG is underpinned by Multiply Group and, ultimately, IHC — the UAE’s largest company. How does that backing shape your trajectory?
A: Our parent companies give us scale, credibility, and long-term vision. Multiply Group brings deep strategic clarity, and IHC provides the strength and stability to move with intent. That kind of backing lets us focus on building the business the right way — with ambition, but also with discipline. We know what we’re building toward, and we know we’ve got the support to get there.
Q: MMG is already expanding globally — from Saudi Arabia to London. What’s next on the horizon?
A: Our MoU with Al Arabia and our partnership with Wildstone are just the start. Our model is scalable, our mindset is global, and our ambition is clear: to be a meaningful force in the media industry, not just regionally, but worldwide - wherever opportunity and strategy align. MMG will continue to invest in high-potential media assets, catalyse growth through technology and create value-driven synergies across its companies.
Q: If you had to define MMG’s role in shaping the future of out-of-home, what would it be?
A: We have had a clear purpose from the beginning: to move fast but with discipline. To build smart and big. We want to help move the industry forward. That means using data, tech, and scale to create something more connected, more intelligent, and more useful — not just for brands, but for cities and communities too. Our job is to lead that transformation — and make it meaningful.
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