Outdoor advertising company More Group is to take over the marketing of former rival Primesight’s 390 large-format panels in Scotland, so it can offer a more comprehensive nationwide sales package.
The 370 48-sheet and 20 96-sheet panels are to be rebranded as More O’Ferral from June 1. They were bought from Baillie by Scottish Media Group last year, and rebranded as Primesight, which was bought by SMG at the same time. London-based Primesight will now concentrate on its six-sheet formats.
Last November, More Group lost a deal to provide Strathclyde bus shelters to rival JC Decaux. “Since then, we have had to look at growing in other areas and how to obtain critical mass quickly,” says More Group Scotland managing director Andy Neal. “This gives us the chance to sell a proper national package.”
The deal was negotiated by Neal, who adds that More Group will now pay a rent to Primesight.
More Group Scotland has also agreed with Edinburgh Council to supply bus shelters with advertising in Princess Street for the first time. The company has changed the name of its new landscape-format sheets from Cityscape to High-lites because the former name had already been trademarked.