Affichage eyes Germany
Plakat Affichage wants to expand its presence abroad.
The Swiss outdoor advertising company Affichage, which already has a presence in Eastern Europe via Europlakat (EPI), a joint venture with the French poster company JCDecaux, also wants to become active in Germany and generally in countries close to the border: through investments in larger outdoor advertising companies, through poster concessions for cities and by entering small poster companies close to the border. According to Affichage CEO Christian Kauter, the entire foreign business should account for 25 percent of Affichage's sales in five years' time. EPI currently generates 10 percent.
Germany is not completely new territory for Affichage. In Stuttgart, it already holds a 25 percent stake in the JCDecaux subsidiary Klett-Decaux, which manages the local bus shelters. "On this basis, we can imagine further investments, including in larger companies," says Kauter. However, nothing is ready to go at the moment.
Entry via concessions, on the other hand, is only possible in the medium term. Since December, these have been controlled by the large-format provider Ströer, which bought their joint poster company Deutsche Städte Medien GmbH (DSM), the previous number 1, from the municipalities. These concessions will be put out to tender again by the cities in three to five years. Affichage then wants to join the bidding process.
Kauter is also in contact with small poster companies in the border region. Participations or takeovers would be interesting for Affichage. Will Affichage cooperate with other outdoor advertisers for its options? Kauter: "Partnerships are possible, but not essential. We are also under no obligation to JCDecaux outside the EPI area."
Markus Knöpfli
Germany is not completely new territory for Affichage. In Stuttgart, it already holds a 25 percent stake in the JCDecaux subsidiary Klett-Decaux, which manages the local bus shelters. "On this basis, we can imagine further investments, including in larger companies," says Kauter. However, nothing is ready to go at the moment.
Entry via concessions, on the other hand, is only possible in the medium term. Since December, these have been controlled by the large-format provider Ströer, which bought their joint poster company Deutsche Städte Medien GmbH (DSM), the previous number 1, from the municipalities. These concessions will be put out to tender again by the cities in three to five years. Affichage then wants to join the bidding process.
Kauter is also in contact with small poster companies in the border region. Participations or takeovers would be interesting for Affichage. Will Affichage cooperate with other outdoor advertisers for its options? Kauter: "Partnerships are possible, but not essential. We are also under no obligation to JCDecaux outside the EPI area."
Markus Knöpfli
