United Ambient Media

In 1992, an idea that started in Danish cafes was brought to Hamburg by founder Nana Bromberg. She, along with partner Pedro Anacker, launched a company based on a simple concept: free, ad-supported postcards available in local pubs and restaurants. They called the brand 'Edgar', a clever play on the term 'ad card'. The company, initially named Edgar auf der Karte Marketing GmbH, quickly found its footing. The Edgar Freecards, featuring a mix of art, witty sayings, and advertisements, became a cultural staple in Germany's social scene, targeting a young, urban audience right where they spent their time. The physical postcard displays became an iconic part of the bar and cafe landscape. A significant turning point came in 2007 when Edgar Medien AG merged with its main competitor, Boomerang Medien GmbH. This union created a new market leader named United Ambient Media (UAM) AG, combining their extensive networks. The merger signaled a strategic shift, expanding from the classic postcard to a broader portfolio that included a growing network of digital out-of-home screens in locations like cinemas and universities. The company's evolution culminated in December 2017 when it was acquired by the German out-of-home advertising giant, Ströer. This acquisition integrated UAM's targeted ambient media network into Ströer's extensive portfolio. A couple of years later, in 2019, the company rebranded to Edgar Ambient Media Group, a nod to the powerful legacy of its original, culture-defining product.