Complex Made Simple

Branded Cities Network, DEFI Group join sales forces to drive growth

DEFI’s European expansion to the East was sped up by the fall of the Berlin Wall in 1989 and soon after they landed the very first example of spectacular outdoor advertising in Moscow.

Branded Cities Network (BCN) and DEFI Group (DEFI) have entered into a selling agreement whereby each company will market and sell advertising to advertisers in a manner that complements each company’s extensive portfolio of static and digital out of home assets around the globe.

Founded in 2006, BCN operates some of the most spectacular outdoor advertising sites in the United States. BCN offers space on such iconic signs as NASDAQ & Thomson Reuters in Times Square, Harmon Corner (the largest single digital screen sign in the US, located at the 50 yard line of The Las Vegas Strip), and the Hotel Mondrian on Sunset Strip in Los Angeles to name a few.

DEFI is engaged in the same business with signage assets in Europe, Asia, Middle East and Africa. “Both BCN and DEFI are in hyper-expansion mode to other key markets so working with a company who we respect presents a perfect opportunity,” said Steve Ellman, Chairman/CEO of BCN. He added, “We are separate but like-minded companies with common goals so it makes good sense to share resources, evolve best practices and grow revenue alongside one another.”

Founded in 1977, DEFI brings to bear a rich history of crowning achievements and major investments in the world of spectacular out of home advertising. DEFI’s European expansion to the East was sped up by the fall of the Berlin Wall in 1989 and soon after they landed the very first example of spectacular outdoor advertising in Moscow.

In 1995, DEFI had created a joint venture in China, continued expanding into other countries and by 2012, Erminio Deodato (CEO and son of the founder) and the management of the company took 100% control of the company with the support of private investors. Today, DEFI operates spectacular outdoor locations in more than 40 “global cities” (Paris, Milano, Madrid, Berlin, Warsaw, Moscow, Dubai, Beijing, Shanghai, etc…). “We know BCN and DEFI share the same vision of spectacular outdoor. We are confident our global partnership will lead both of us to deliver more to our clients – more impact, more engagement, more Spectacular ”, said Erminio Deodato/CEO of DEFI.

Each company will market and sell advertising to clients (either directly or through advertising agencies) in its own region(s) above, as well as displays on the signage located in the region(s) of the other company. Advertising sales shall be pursuant to contractual agreements entered into between clients and the respective company with whom they’ve engaged in business (e.g. BCN for United States signage and DEFI for EU, Asia, Middle East and Africa at present).