The five-year deal with BT Payphones, worth around £75 million, will run from January and give JCDecaux the opportunity to market space on BT phone boxes across England, Wales and Scotland.
JC Decaux won the contract from Clear Channel, which had held the rights for the past two years under its Adshel Connect banner.
The deal will bolster JC- Decaux's portfolio in central London and other urban centres. BT phone boxes also provide an opportunity for advertisers targeting the City of London.
JCDecaux's capture of the BT contract follows its recent defeat by the incumbent Viacom in the battle for the London Underground ad contract. It is also involved in a head-to-head struggle with Clear Channel over the rights to sell ads on sites in Paris.
- Comment, page 44.
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