Lord Sugar’s Amscreen, the UK’s largest nationwide digital out-of-home network owner, has announced that it has acquired the entire sales and marketing operation of Digicom.

Digicom founder Tom Goddard will become deputy chairman and shareholder of Amscreen, and will support CEO Simon Sugar in the key areas of media sales and development.

The move is part of Amscreen’s strategic plan to accelerate its UK growth and provide a solid platform for expansion into Europe. It comes as Amscreen expands its forecourt network overseas with a recently announced deal with BP Europe, which is expected to see its audience initially increase to 40 million a week.

In just two years Amscreen has successfully developed award-winning Digital Signage Networks in major forecourt, convenience, travel and health environments. Amscreen has worked alongside Digicom as its exclusive sales partner during the expansion of its network, which currently broadcasts on more than 3,000 screens nationwide to a UK audience of 25 million a week.

Simon Sugar, Amscreen’s chief executive, said: “I am very excited about us acquiring Digicom and look forward to working closely with Chris Forrester and his team, who becomes Amscreen’s European managing director of sales & marketing and will help us to further develop the business. Having become market leaders in the UK, we want to achieve the same across Europe and bringing Digicom in-house will allow us to replicate our UK success internationally.”

Tom Goddard, Digicom’s executive chairman said: “There can be no finer endorsement of one’s work than when a valued and respected client invites you to join their business. The consolidation of our interests will provide the back-bone of our planned roll out into Europe.”