TNBT marks foray into digital OOH market with Cult

Singapore - Local agency TNBT International has signed a Memorandum of Understanding with digital European companies LiveScreen and ScreenAxx, marking the launch of TNBT's out-of-home (OOH) media brand, Cult.

Liechtenstein company LiveScreen specialises in indoor and outdoor multi-media communication while ScreenAxx, an Austrian agency, is involved in the area of digital customer service information.

"With the growth of outdoor digital screen media, there is no better time to form this partnership with two of Europe's digital companies. Our new agreement will enable us to leverage on our combined communication and technological excellence and develop a leading outdoor digital media venture that will enhance our clients' engagement with consumers," Palani Pillai, CEO of TNBT International said.

Cult will be TNBT's digital OOH specialist provider and work to complement the service offerings of the other TNBT companies of Crush, Bang, Boom, Rage and Reap - the new division is helmed by Kuala Lumpur-based Karthi Palanisamy, CEO of Cult Media and will commence operations in Malaysia before targeting other markets in Asia Pacific such as Singapore, Philippines and Indonesia.

Upcoming plans include installing seven outdoor LED screens around Kuala Lumpur with a total target of 11 screens to be put up by the end of 2007. In addition, Cult is aiming to install 1,200 screens in Kuala Lumpur airport limousines by September.