JCDecaux

JCDecaux Group (JCDecaux SA, French pronunciation: ​[ʒisedəˈko]) is a multinational corporation based in Neuilly-sur-Seine, near Paris, France,[2] known for its bus-stop advertising systems, billboards, public bicycle rental systems, and street furniture. It is the largest outdoor advertising corporation in the world.[3][4]

JCDecaux Group

Type	Public limited company with an Executive Board and a Supervisory Board
Traded as	Euronext: DEC CAC Mid 60 Component
ISIN	FR0000077919
Industry	Out-of-Home Advertising,Mass media
Founded	1964 (1964)
Founder	Jean-Claude Decaux
Headquarters	Neuilly-sur-Seine , France
Products	Street furniture, Bus shelter, Self-service Bikes
Revenue	€ 3,618.5 million (2018)
Net income	€ 237.5 million (2018)
Owners	JCDecaux Holding, fully owned by the Decaux family (69.83%) public (28.70%)[1]
Number of employees	13,030 (2016)
Parent	JCDecaux Holding
Subsidiaries	JCDecaux Mobilier Urbain (100%), Sopact (100%), Semup (100%), DPE Decaux Publicité Exterieurs (100%), Somupi (66%), Cyclocity (100%), JCDecaux Avenir - JCDecaux Airport - JCDecaux Artvertising - MCDecaux( 60%)
Website	www.jcdecaux.com

The company was founded in 1964 in Lyon, France by Jean-Claude Decaux. Over the years it has expanded aggressively, partly through acquisitions of smaller advertising companies in several countries. JCDecaux currently employs more than 13,030 people worldwide and maintains a presence in over 75 countries. In France alone, JCDecaux employs more than 3,500 people.

History

Jean-Claude Decaux[5] (b. in 1937) first created a company in 1955 that specialised in Outdoor advertising alongside motorways. However, as these billboards were heavily taxed by law, Jean-Claude Decaux turned towards a business model in 1964 which was based on city billboards and invented the concept of advertising street furniture - well-maintained bus shelters fully funded by advertisers.

Since the first concept of the bus shelter in 1964, JCDecaux has continued to innovate and offer different types of street furniture. During the 70s, JCDecaux launched its first Citylight Information Panels (CIPs), a 2m² billboard with signage to indicate directions in cities to drivers. The first fully accessible automatic amenities were installed in San Francisco in 1994, although, in 1981, JCDecaux established a system of automatic public amenities in France. In 1981, JCDecaux also developed the News Electronic Journal, which broadcast news relating to culture, sport, associations and information about the city.

JCDecaux then bought the Société Fermière des Colonnes Morris. The Senior billboards, which measure 8m² and allow multiple ads on a single site, were created in the 1980s. The first scrolling billboards appeared in 1988, which increased the number of advertising panels without raising the number of structures.

In 1999, the group acquired Havas Media Communication and Avenir.[6] This acquisition allowed the Group to expand into the large format advertising market and into advertising in airports. In 2001, JCDecaux entered the Euronext Stock Exchange[7] with an opening share price of €16,50. In 2002, Jean-Claude Decaux passed the management of the company on to two of his three sons, Jean-Charles Decaux and Jean-François Decaux, who then became co-CEOs of the company.

JCDecaux installed its first rental system of self-service bicycles in Vienna in 2003 and then in Lyon in 2005. In 2007, JCDecaux won a tender for Paris’ street furniture and bicycle rental system. Today, JCDecaux is ranked the number one company worldwide in self-service bicycles, with a fleet of 52,000 bicycles now present in 70 cities. JCDecaux operates this service under the brand Cyclocity.

In 2011, JCDecaux acquired MediaKiosk (a company which own kiosks in France) as the main shareholder.[8]

As part of the open data movement, JCDecaux made available its data system of the rental bike service in 2013.[9] The company is also recognized for its commitment to sustainable development and holds an ISO 14001 certification.

Activities

The JCDecaux Group specialises in advertising street furniture, large format billboards, advertising on public transport, and self-service bicycle rental systems.

Street furniture

Advertising street furniture was a concept invented by Jean-Claude Decaux.

Street furniture includes bus shelters, Morris Columns, City Information Panels (CIP/MUPIs) and kiosks. Such formats enable advertisers to reach city centres, where large format billboards are not available. Cities can retain a portion of the advertising panels for their own use.

In some countries, JCDecaux holds a contract in shopping malls.

In order to adapt street furniture to the environment, JCDecaux works with internationally renowned designers, such as: Mario Bellini, Philip Cox, Peter Eisenman, Norman Foster, Patrick Jouin, Philippe Starck, Robert Stern, Martin Szekely and Jean-Michel Wilmotte. JCDecaux also has a Design Office, which works to improve and modernise furniture.

Street furniture also includes a range of non-advertising sites, such as self-service toilets, electronic newspapers and interactive kiosks next to public benches, bins, columns, road signs, glass batteries and paper containers.

Transport advertising

The term transport includes Outdoor advertising in airports, on the underground, on buses, trams, and on taxis. JCDecaux operates concessions in 150 airports and over 300 subways, trains, trolleys and bus stations. In 2013, advertising in Transport accounted for 37.9% of JCDecaux's revenue.[10]

Billboard advertising

Billboard advertising includes advertising billboards of more than 8m². These formats can be adapted for many different purposes, such as for event artworks (for example: building wraps), which is operated by JCDecaux under the brand Artvertising.

Individuals are offered the opportunity to lease part of their property (i.e. wall or garden) to JCDecaux as a billboard site.

Bicycle rental systems

Vélib' bicycle hire station at Sèvres – Lecourbe (Paris Métro).

JCDecaux van in France.

The public bicycle rental systems are each financed by local advertising operators, in most cases in return for the cities signing over a 10-year licence to exploit citywide billboards. The overall scheme is called Cyclocity by the company, but each city's system is branded under an individual name.

The cities that have implemented its bicycle rental systems are listed below.[11]

To sort this table by any column, click on the icon next to the column title.

City	Country	Launch date	System name	Stations	Bikes
Amiens	France	2008	Vélam	26	313
Besançon	France	2007	VéloCité	30	200
Brisbane	Australia	2010	CityCycle	150	2000
Brussels	Belgium	2009	Villo!	360	5000
Cergy-Pontoise	France	2009	VélO2	42	400
Córdoba	Spain	2003	Cyclocity	4	35
Créteil	France	2010	Cristolib’	10	130
Dublin	Ireland	2009	dublinbikes	102	1500
Gijón	Spain	2003	Gijon-Bici	8	64
Gothenburg	Sweden	2010	Styr & Ställ	50[12]	600[12]
Kazan	Russia	2013	Veli’K[13]	6	120[14]
Lillestrøm	Norway	2013	Bysykkel	5	50
Ljubljana	Slovenia	2011	BicikeLJ	51[15]	510[15]
Lund	Sweden	2014	Lundahoj	17	250
Luxembourg	Luxembourg	2008	Vel'oh	72	742
Lyon	France	2005	Vélo'v	348	4000
Marseille	France	2007	Le vélo	130	1000
Mulhouse	France	2007	Vélocité	40	240
Namur	Belgium	2010	Li Bia Velo	24	240
Nancy	France	2008	VélOstan'lib	29	250
Nantes	France	2008	Bicloo	102	880
Paris	France	2007	Vélib'	1746	23845
Rouen	France	2007	Cy'clic	20	250
Santander	Spain	2008	Tusbic	15	200
Seville	Spain	2007	Sevici	260	2500
Toulouse	France	2007	VélôToulouse	253	2400
Toyama	Japan	2010	Cyclocity-Toyama	15	150
Valencia	Spain	2010	Valenbisi	275	2750
Vienna	Austria	2003	City Bike	116	1500
Vilnius	Lithuania	2013	Cyclocity Vilnius	36	300

Worldwide presence

JCDecaux operates in over 75 countries across 5 continents. 77.9% of JCDecaux’s annual revenue comes from abroad.[10]

Europe

JCDecaux originated in France and was quickly established overseas, with its first foreign contracts in Belgium in 1966 and then in Portugal in 1971.

Thanks to its partnership with Wall AG, the company settled in Germany in 1982 and then in Turkey in 1996.

JCDecaux was founded in the United Kingdom in 1984 and is the market leader in Outdoor advertising. In 2005, JCDecaux UK has unveiled the UK's tallest outdoor advertising structure: the M4 Torch. JCDecaux won several important contracts during the past 5 years such as: a contract for Outdoor Advertising at St Pancras International in London (2011),[16] National Rail Outdoor Advertising and BAA Advertising Contracts at Heathrow, Heathrow Express, Aberdeen, Edinburgh, Glasgow Airports.

In 2010, JCDecaux completed the acquisition of UK rival Titan Outdoor.[17] In 2015, JCDecaux won the Transport for London (TfL) bus shelter advertising contract.[18]

JCDecaux can now be found in most European countries, including Luxembourg (1985), the Netherlands (1986), Finland (1989), Sweden (1989), Spain (1990), Slovakia (1990), Czech Republic (1995), Norway (1998), Ireland (1999), Poland (1999) and in Hungary (2012).

JCDecaux can also be found in the Baltic countries (2002), Bulgaria (2007), in Ukraine (2007).[19]

JCDecaux is present in Denmark (AFA JCDecaux Denmark) since 1989, in Italy (IGPDecaux) since 1995, in Iceland (AFA JCDecaux Iceland) since 1998, in Switzerland (APG|SGA) since 1999, in Austria (Gewista) since 2001, in Croatia and in Slovenia (Europlakat) since 2001, in Serbia (Alma Quattro) since 2003 and in Russia (Russ Outdoor) since 2007 through equity or joint ventures.

North America

JCDecaux has been present in the United States since 1993 in major cities and in 26 US airports, including New York,[20] Washington DC[21] and Los Angeles.[22] JCDecaux was established in Canada in 2002.

Its North America division has its head office in 350 Fifth Avenue in Midtown Manhattan, New York City.[23]

South America

JCDecaux was founded in Brazil and in Argentina in 1998. The company is also a part of the Outdoor market in Argentina, Uruguay since 2000 and Chile since 2001. Recently, JCDecaux strengthened its presence in Latin America by winning a contract for 1000 digital clocks in São Paulo (2012), completing the acquisition of 85% of EUMEX.[24]

Middle East and Africa

The company’s operation also covers the Middle East with offices established in Dubai and Abu Dhabi in the United Arab Emirates, Doha in Qatar, Tel Aviv in Israel, as well as Riyadh, Jeddah, Dammam and Madinah in Saudi Arabia. Moreover, JCDecaux signed recently a 20-year exclusive street furniture contract to provide the City of Muscat, the capital of the Sultanate of Oman, with a wide range of advertising street furniture.[25]

JCDecaux is present in five African countries: Algeria (2007), Cameroun (2011), South Africa ,(2011), Tanzania ( 2016) Botswana (2016), and Nigeria (2017).

Asia and Oceania

JCDecaux expanded to Australia in 1997. In Asia, JCDecaux can be found in Singapore and Thailand since 1999, Japan since 2000 (as MCDecaux) and in South Korea since 2001. JCDecaux also moved to China in 2004 with 7 airports, including Hong Kong, Shanghai and Beijing. The company also has a presence in India (2006), Uzbekistan (2006), Kazakhstan (2007) and Mongolia (2014).[26]

JCDecaux maintains most of the bus stops and MUPIs in the NDMC area in Delhi.

In 2018, the company acquired Australian outdoor advertising company APN Outdoor.[27]

See also

• MCDecaux - Joint venture between JCDecaux and Mitsubishi Corporation.

And rival outdoor advertising companies:

• Clear Channel Outdoor
• Lamar Advertising Company
• Outfront Media (formerly CBS Outdoor)
• Pattison Outdoor Advertising (Canada)

References

1. JCDecaux Archived 2015-11-20 at the Wayback Machine (December 31, 2014)
2. "Legal disclaimer". JCDecaux. Archived from the original on 2014-03-16. Retrieved 2014-05-04. … whose registered office is located at 17 rue Soyer, 92523 Neuilly-sur-Seine, Paris, France.
3. "JCDecaux: number one outdoor advertising company in the world". JCDecaux. February 9, 2011. Archived from the original on April 26, 2011.
4. "International: JCDecaux becomes largest outdoor advertising company in the world". network2media. 2011-02-11. Archived from the original on 2014-03-16. Retrieved 2014-05-04.
5. "Jean-Claude Decaux & family". Forbes.
6. "JC Decaux to buy Havas' outdoor advertising division". www.campaignlive.co.uk.
7. http://www.efinancialnews.com/story/2001-09-19/news-in-brief-jc-decaux-enters-euronext-index?ea9c8a2de0ee111045601ab04d673622
9. "JCDecaux Developer". developer.jcdecaux.com.
10. "Archived copy". Archived from the original on 2016-10-04. Retrieved 2016-09-24.CS1 maint: archived copy as title (link)
11. "Cyclocity cities". Cyclocity. 2013-07-09. Retrieved 2014-05-04.
12. "Allt du behöver veta om Styr & Ställ" (in Swedish). Styr & ställ. March 2, 2013.
13. "Veli'K: итоги работы городского велопроката". Russ Outdoor.
14. "Лето в городе: 8 июня в Казани стартовал сезон велопроката". Russ Outdoor.
15. JCDecaux. "Bicike(LJ) s 13-imi novimi postajami / Novo postajališče Bicike(LJ) Štepanjsko naselje 2 - Litijska cesta / Bilten / Ljubljana - Bicikelj Ljubljana". www.bicikelj.si (in Slovenian). Archived from the original on 2017-04-28. Retrieved 2017-04-27.
16. "JCDecaux awarded digital advertising contract at St Pancras station". The Moodie Davitt Report. 9 November 2011.
17. Sweney, Mark (19 January 2010). "JCDecaux buys Titan Outdoor" – via www.theguardian.com.
18. "TfL confirms JCDecaux as winner of 'world's biggest bus shelter ad contract'". www.campaignlive.co.uk.
19. http://www.jcdecaux.com/en/Newsroom/Press-Releases/2012/JCDecaux-reenters-Hungary
20. http://www.jcdecaux.com/en/Newsroom/Press-Releases/2005/JCDecaux-renews-and-expands-its-New-York-Airport-contract
21. http://www.jcdecaux.com/en/Newsroom/Press-Releases/2010/JCDecaux-renews-advertising-contract-for-the-two-Washington-DC-Airports
22. http://www.jcdecaux.com/en/Newsroom/Press-Releases/2013/JCDecaux-wins-Los-Angeles-International-Airport-Terminal-Media-Operator-Concession
23. "Contact". JCDecaux North America. Archived from the original on 2012-03-07. Retrieved 2014-05-04. Head Office 3 Park Avenue, 33rd Fl New York, NY 10016
25. "JCDecaux SA: JCDecaux Launches Its Operations in Oman Through a 20-Year Street Furniture Contract with Muscat Municipality". 4-traders. February 21, 2012.
27. Wallbank, Paul (15 October 2018). "APN Outdoor shareholders approve JC Decaux deal". Mumbrella.

External links

Media related to JCDecaux at Wikimedia Commons

• Official website