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The new corporate identity for the Outdoor Advertising company, previously known as INM Outdoor (Pty) Ltd, was unveiled at a function at Montecasino last night. The new name for the business is Continental Outdoor Media.

The cheetah icon which completes the logo symbolizes the nimbleness, innovation and efficiency for which the company is known, and continually aspires to achieve.

This change in corporate identity follows the acquisition of INM Outdoor (Pty Ltd), the largest outdoor advertising company in Africa, from Independent News & Media (South Africa) (Pty) Limited to an investor group led by Helios Investment Partners, a leading pan-African private equity firm, and including Citi Venture Capital International, RMB Corvest and MSG Afrika Investment Holdings.

As an important part of the transaction, MSG Afrika Investment Holdings (MSG), a black-owned investment firm, has acquired a 25.1% stake in INMO's South African subsidiary. As a result of MSG's investment, and a number of other Broad-Based Black Economic Empowerment initiatives, Continental Outdoor Media's South African subsidiary is expected to become a Level 4 BBBEE Contributor and attain a BBBEE procurement recognition level of at least 100%.

With operations in South Africa and 13 additional countries in Sub-Saharan Africa, Continental Outdoor Media offers its customers unparalleled access to a network of over 38,000 advertising opportunities. Continental Outdoor Media is well known for its commitment to innovation, corporate social responsibility, and superior customer service. The management team will be led by Barry Sayer, who has recently rejoined Continental Outdoor Media as Chief Executive Officer following four years as the CEO of Clear Channel UK & Ireland. Barry will work closely with Managing Director, Bazil Lauryssen, and the rest of the management team, with whom he has a long track record of success in the African outdoor advertising industry.

The new branding reflects another exciting new chapter in the history of a very successful company said Sayer on rejoining the group. The Cheetah Icon adopted by the Company resonates well with the writings of the Ghanaian economist George Ayittee who refers to the energetic young generation of Africa as the Cheetah people as opposed to their parents of the hippo generation. I'm thrilled to be back on board and part of it, he said.