• Firefly is a digital media platform that connects audiences with dynamic media on taxis and rideshare vehicles.
  • Investment accompanied by joint-venture plans to bring Firefly’s proprietary media technology to the Middle East.
  • This comes after MMC’s previous investment in NY-based Yieldmo, one of the world's fastest-growing digital advertising and attention analytics companies.

Abu Dhabi: IHC’s subsidiary Multiply Marketing Consultancy (“MMC”) has acquired a stake in Firefly, a street-level digital media platform that connects audiences with dynamic media on taxis and rideshare vehicles.

Firefly is backed by premier investors such as Google Ventures, NFX, and Stanford University’s StartX Fund and operates across major US cities, working with taxi companies and rideshare drivers to install its proprietary advertising displays atop their vehicles. These proprietary screens deliver dynamic content based on location-based, WiFi-enabled triggers. In terms of visibility, Firefly’s screens ensure over millions of impressions per month. This deal will expand Firefly’s operations into the Middle East for the very first time through a joint-venture office based within MMC’s headquarters in Abu Dhabi.

Samia Bouazza, Chief Executive Officer of Multiply Marketing Consultancy commented:

“Firefly’s investment will bring more value to all advertisers seeking to personalize their messaging and hyper-target their audiences. Investments in our Communications vertical ensure that our media teams are servicing our local clients with the latest, most innovative and analytically-precise technology available on the market.”

Firefly will become part of Multiply Group’s Communications vertical, which includes award-winning global agency MMC, Viola a well as other minority stakes in companies such as Yieldmo, one of the world's fastest-growing digital advertising and attention analytics companies. The Communications’ vertical overarching purpose is to empower clients and brands with disruptive platforms and global talent to create human-centric, effective hyper-targeted marketing campaigns that maximize ROI.

“Our investments are chosen to meet several criteria that are true to our philosophy. They are future-focused, efficient and scalable; and they empower at least one stakeholder to reach their full potential through technology,” added Bouazza.

Multiply Marketing Consultancy is a fully owned subsidiary of International Holding Company (IHC).

Multiply Marketing Consultancy

Since its inception in 2003 as Marketing Consultancy, Multiply has always been progressive in its thinking and approach grown into a comprehensive integrated communication agency. It is a full-service agency, offering brand planning, account management, creative/design-print production, BTL, corporate communications, digital communications, direct marketing, database management, event management, interactive marketing/CRM, promotional marketing, retail marketing, market research, media planning and buying, public relations, product launches, outdoor advertising, and sales promotion.

The group offers both specialization and holistic integration to answer the ever-changing needs of both clients and the marketplace. Headquartered in Abu Dhabi, Multiply Marketing Consultancy has grown to become one of Abu Dhabi's leading communications agencies, catering to Government entities, as well as large companies and start-ups.

International Holding Company

IHC was founded in 1998, as part of an initiative to diversify and grow non-oil business sectors in the UAE. Adhering to ‘Abu Dhabi’s Vision 2030’, the ADX listed company endeavours to implement sustainability, innovation, and economic diversification initiatives across what is now one of the region’s largest conglomerates.

IHC has a clear objective of enhancing its portfolio through acquisitions, strategic investments, and business combinations.  Comprising more than 30 entities, IHC seeks to expand and diversify its holdings across a growing number of sectors, including Real Estate, Agriculture, Healthcare, Food and Beverage, Utilities, Industries, IT and Communications, Retail and Leisure, and Capital.

With a core strategy to enhance shareholder value and achieve growth, IHC drives operational synergies and maximizes cost efficiencies across all verticals – it also continues to evaluate investment opportunities through direct ownership and entering partnerships in the UAE and abroad. As the world changes, and new opportunities arise, IHC remains focused on resilience, innovation and redefining the marketplace for itself, its clients, and its partners.

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