A PIONEER, A CONQUEROR, A VISIONARY: Celebrating Bengt Bendeus' Legacy

A PIONEER, A CONQUEROR, A VISIONARY: Celebrating Bengt Bendeus' Legacy

In advertising, where innovation meets visibility, few names stand as tall as Mr. Bengt Bendeus, the visionary Founder of BackLite Media. His journey, marked by a relentless pursuit of perfection, took him across continents, shaping landscapes and leaving an inspiring mark on the industry.

Born with an entrepreneurial spirit, Bengt ventured into outdoor advertising with a singular mission: to find the perfect billboard. Before long, his quest led him through various ventures in Sweden before destiny brought him to the vibrant cityscape of the United Arab Emirates.

Inspired by a backlit advertising sign at Heathrow Airport, he founded BackLite in 1986, introducing large vinyl signs illuminated from behind. Under his leadership, BackLite became a leading outdoor advertising company in 13 countries and cities, including Dubai and Abu Dhabi.

In Dubai, Bengt planted BackLite Media's roots, starting with just one unipole. Fuelled by his determination and astute business acumen, he navigated the complexities of the market, forged vital partnerships, and secured multiple deals with the Dubai Roads and Transport Authority (RTA).

The launch of The Curve at Al Qana in Abu Dhabi with Fouad Mashal, CEO of AlBarakah Holding Company 

Under his leadership, our company became a titan ofthe outdoor advertising industry, setting benchmarks and redefining standards,further venturing the company in destination, mall advertising and the launchof the iconic Landmark Series.


Yet, beyond the corporate triumphs, Mr Bendeus'slegacy resonates profoundly in the hearts of those who worked alongside him.His leadership was not merely about market dominance but nurturing a culture loyaltyand growth.

James Bicknell, CEO of BackLite Media,
shared a few words on his professional relationship with Mr. Bendeus.

Ahmed Emam, Chief Sales Officer & Dean Crossland, Chief Financial Officer at BackLite Media shared a few words on their working relationship and inspiration drawn from Mr. Bendeus.

Bengt's legacy transcends mere business success; it signifies the spirit of perseverance, innovation, and compassion. His journey reminds us that greatness is not measured solely by achievements but by the lives touched, the careers shaped, and the communities enriched.

As we bid farewell to a titan of industry and as he ventures out for new opportunities, we will never forget the torch he ignited, striving for excellence with integrity and passion. In honouring his legacy, we continue to dedicate our service to BackLite Media with the same enthusiasm and dedication that defined his remarkable life.

James Bicknell
Chief Executive Officer
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