Dentsu Aegis Network, a part of Dentsu, on Monday, announced that it acquired a majority stake in Out-of-Home (OOH) specialist agency Milestone Brandcom.
The deal, for an undisclosed sum, establishes clear leadership for Dentsu Aegis in the domestic OOH segment as it combines with Posterscope — their global outdoor media agency.
London-headquartered Dentsu Aegis Network operates in 110 countries with over 23,000 dedicated specialists.
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The five-year old Milestone Brandcom is one of the fastest growing integrated outdoor media agencies in India and the largest OOH company here based on billings. Speaking to this correspondent, Ashish Bhasin, Chairman & CEO, Dentsu Aegis Network South Asia, said, “the Indian OOH segment is growing at 11-12 per cent and this growth is likely to sustain on the back of infrastructure development like airports and malls. Also contributing to the growth of this segment is increased urbanisation.’’
Milestone Brandcom will retain its identity and branding and Nabendu Bhattacharya will continue as its CEO and Managing Director and will report to Mr. Bhasin.
OOH advertising comprises categories such as Billboards, street furniture, transit and alternative advertising and is a growing segment. On the way forward for OOH advertising, ‘digital’ is the way to go, according to Mr. Bhasin. “Globally, there are 3 million OOH digital screens of which China alone accounts for one million. India has a few thousand and will certainly grow in a big way in future,’’ he said.
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