The Dentsu Aegis-owned Posterscope has acquired PML Group for an undisclosed sum. PML is the country’s leading out of home (OOH) advertising specialist.
Established in 1982, PML is the longest established OOH media planning and buying specialist in Ireland, operating from offices in Dublin and Belfast with 41 employees. The group comprises: PML, Source out of home and the Poster Audit Bureau. PML was proud to partner with 12 out of the 14 winners in the 25th OMA Awards and won the 2014 Sales Team of the Year at The Media Awards. It’s co-founder Jimmy Cashen, also received the Media Hero Award at the Media Awards for his life-long service to the Irish media industry.
The Irish OOH market is currently estimated at €70m in the Republic of Ireland and £15m in Northern Ireland with the market predicted to grow by 6% and 3% respectively in 2015. With increased investment by media owners in quality presentation, back illumination, and growing digital inventory and improving research, the OOH medium will continue to show steady growth in both markets.
Jimmy Cashen will remain as managing Director and will report into Annie Rickard, Global President Posterscope. “This development is great news for PML and our clients, adding fresh thinking and innovation from Posterscope. We share the same values and philosophy and have worked successfully with Annie Rickard and her team for many years. We are excited to be part of the best OOH global network. This will provide us with more services and give us international scope in our evolving medium,” says Cashen.
Posterscope has annual billings in excess of US$3 billion and has 0ver 800 staff working in 32 different countries around the world. “Posterscope has worked in partnership with PML for many years and consolidating this position is the next step of that partnership. I’m delighted to have Jimmy Cashen and his management team join our network. We believe that our investment in technology, data and insight will complement PML’s existing tools and will accelerate the growth of the OOH medium in Ireland,” adds Annie Rickard.