Itchy builds an outdoor presence

LONDON - Media owner Itchy, which underwent a venture capital-backed management buyout by several former Emap executives earlier this year, has acquired campus poster operator Moving Tactics for a six-figure sum.

Itchy builds an outdoor presence
Itchy builds an outdoor presence

Itchy said the deal creates the UK’s largest on-campus poster media owner, targeting 18-to-25-year-olds. Moving Tactics’ staff will join Itchy, bringing its total team to around 25.

Itchy operates scrolling, backlit poster machines in university bars, attracting brands such as National Express, The Times and Orange. Moving Tactics adds canteens, cafeterias and bars, attracting clients including Budweiser, The Guardian and Samsung. 

The company started life in 1999 with Itchy City Guide Books for students, but after a series of acquisitions it now includes local leisure planning sites ItchyCity.co.uk, Itchy Postersites in University bars and the Student Planner college diary.

Ian Merricks, Itchy managing director, said: “Our poster offering now delivers an unrivalled reach of 1.8 million students every week, with some 850 A0 panels across 75 key universities.”

Itchy now plans to develop its poster business in more universities, with more locations per university and wider coverage across UK entertainment venues. The group also aims to develop a local mobile entertainment service and ItchyCity.co.uk, its network of young, local leisure planning websites.

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