- JC Decaux, the outdoor advertising contractor, has announced plans to radically overhaul Mills & Allen, the company it acquired earlier this year, ploughing £50 million into a massive programme of regeneration.
Decaux has pledged to redesign and upgrade M&A's existing 48-sheet and 96-sheet portfolio of sites and is promising more illuminated sites, an improved panel design and a better display environment.
All lower-grade sites will be removed, and the remainder will be revamped, with the introduction of rapid response teams to eradicate graffiti and illumination and posting problems. The company claims that the initiative will bring the M&A stock in line with Decaux existing street furniture panels in terms of quality, upkeep and design.
Sir Norman Foster has designed a new-look M&A panel which will replace all sites within the next five years. The new design is made of steel and will increase the proportion of illuminated stock to 80 per cent of all panels in London and 60 per cent in the rest of the country.
The company is also introducing a new rotating panel to replace Trivisions in London and Manchester within the next two years, rolling out around the country within five years. The new, backlit panels will carry three complete 48-sheet ads, which continuously scroll from top to bottom to display each ad.