Maiden Outdoor, the poster contractor, has increased its dominance of
the 48-sheet poster market through two new sales and marketing
Maiden has acquired a 57 per cent share in the poster contractor,
Brunton and Curtis, and has agreed to market its 800 sites, which are
mainly in the Meridian and Anglia regions.
Maiden has also reached an agreement with the outdoor company, Alfresco,
to market its 200 sites in the North-east of England.
The deals add around 1,000 new sites to Maiden’s stock, bringing the
contractor’s total holdings to more than 13,000 48-sheet sites and
almost 1,000 96-sheet sites.
Ron Zeghibe, chief executive of Maiden, said that the new agreements
wrapped up ‘good quality panels that we actively wanted. This will
enable us to offer a better spread of top-quality campaigns.’
Maiden now has a 30 per cent share of the 48-sheet market but the new
deals are unlikely to spark a fresh enquiry into market dominance in the
Maiden has been plotting the Brunton and Curtis tie-up for some time,
and the plans formed part of Maiden’s proposals to the Department of
Trade and Industry when it bought British Transport Advertising last
The proposals were passed by the DTI, effectively relaxing restrictions
on ownership in the poster market.
Maiden’s latest initiative should compensate the company for the loss of
its sales and marketing agreement with National Solus Sites, which has
now teamed up with the rival contractor, Mills and Allen.