Mills & Allen, one of the outdoor advertising industry’s oldest brands, is about to be axed by its French owner JCDecaux.
The company, which was formed about 35 years ago, was bought at the beginning of last year from Havas (as part of Avenir), by the family-owned street furniture company.
Following the acquisition, Decaux had pledged to keep the brand, but insiders suggest that it makes more sense to ditch the M&A name, especially since the company operates under one sales team.
Jeremy Male, JCDecaux chief executive for Northern Europe, states: “I can confirm that we are considering rebranding.” Male, who joined from rival TDI three months ago, refuses to give any further details.
The move will mean Decaux will have to rebrand more than 12,600 billboards across the UK. It is not known if any plans are in place for its airport advertising division, JCDecaux Sky Sites.
Decaux was set to float on the Paris Bourse at the beginning of this month, but has delayed its offer as a result of the current uncertainty over market conditions.