UK’s Wildstone acquires M5 Tower West Midlands in Birmingham

UK-based Wildstone has announced the recent acquisition of the M5 Tower in the West Midlands, reinforcing the company’s commitment to innovation and expanding its portfolio of high-quality roadside media assets.

The M5 Tower West Midlands is a high-impact, double-sided DM6 structure strategically positioned on the M5 in Birmingham, between Junctions 1 and 2. This bustling stretch of motorway serves as a major arterial route for commuters and motorists traveling to and from the M6 and the north, making it an impactful location and a prime spot for OOH advertising. The two digital advertising screens combined are seen by over 700,000 people daily.

Wildstone secured the site on a freehold basis, making a significant lump sum capital payment to a family fund client. The Thomas Partnership played a pivotal role in managing and facilitating the disposal on behalf of the seller’s family.

Tim Thomas, Founder of The Thomas Partnership, expressed satisfaction with the deal, stating: “TTP is delighted to have played a crucial role in facilitating the successful disposal of our clients’ freehold interest in the M5 digital landmark media asset. Working with Danielle and the Wildstone team was a pleasure throughout the entire process, and all parties demonstrated unwavering dedication to getting the deal off the ground.”

Following the acquisition, Wildstone undertook a transformative initiative to enhance the site’s visual appeal and technological capabilities. Both screens were replaced with next-generation, energy-efficient digital LED screens, and the cladding of the landmark advertising structure underwent a makeover. This revitalization ensures that the M5 Tower remains a cutting-edge and visually striking element on the Birmingham skyline.

The revamped advertising site is now under the operation of Mass Media, a strategic partner that entered into collaboration with Wildstone earlier this year. 

Mass Lambresa, CEO at Mass Media, comments: “Our partnership with Wildstone has soared to new heights in 2023, and the launch of this iconic site marks a pinnacle in the growth of our special relationship. With a robust pipeline for 2024, Wildstone plays a pivotal role in steering us towards the achievement of our ambitious goal – deploying over 200 roadside digital billboards by the end of 2026! At Mass Media Outdoor, we have a passion for Digital Mega 6, and this iconic dual-side site has truly solidified our presence on the OOH map in the UK.”

Wildstone’s recent acquisition and upgrading of the M5 Tower in the West Midlands demonstrate the company’s unwavering commitment to quality, innovation, and fostering key partnerships. Wildstone remains at the forefront of the dynamic landscape of outdoor media infrastructure.