We 5/31 - Clear Channel Sell Off | For The Love Of Ketchup | Ad Titan Merger | Guest Announcement

It's Wednesday May 31 2023. Let's nerd out.

The ad nerds podcast delivers ad industry news weekdays. We are the go to source for people who spend money on advertising, covering Big brands, small businesses and the latest marketing trends. It's me Spanky Moskowitz, the show's host and a nearly 40 year veteran of the ad industry. I've made ads for Budweiser m&ms, Frito Lay the NFL and NBA, I've created over 100,000 ads generating hundreds of billions in client revenue. If you're in or interested in the world of advertising and want to stay up to date with the latest news, the ad nerds podcast is the perfect place to start.

In the outdoor advertising world, JC de cos just pulled off what I call a power move. They're now wearing the crown is the largest global out of home operator after agreeing to purchase clear channels operations in both Spain and Italy. Now, you have to understand this comes at a time when US based Clear Channel is tidying up its assets and they're offloading their out of home operations. It's not stopping here either. Keep your eyes peeled for potential bidders lining up for clear channels, huge UK business and that I guarantee you is going to happen next. So what's the price tag on these newly acquired operations, JC two cos snagged both businesses at what you would call a steal. They shelled out 75 million euros for the entire out of home. Like like That's cheap. Anyway, CEO Charles John shawls to cos proudly announced that these separate acquisitions are a calculated step in their strategy for selective growth. Now, regulatory approval is still pending in Spain. But this move is set to stretch J do J be the costs influence even further across their established regions. And it's really building a lot of momentum and development for them. JC himself, he expressed pleasure in continuing their long standing alliances with the D chain De Vere family and a partnership formed over two decades ago. With the acquisition of Clear Channel Italy to Casa is poised to boost IGP to cos in a supercharged, very aggressive outdoor market. As for the game plan, moving forward, both to costs and Clear Channel squads are going to put their heads together and combine their expertise to meet or exceed the expectations of their advertisers, City's citizens. It's all about crafting, you know, service driven sustainable media more than ever for them. Which may have you wondering when you should potentially buy out of home or outdoor media. There are a few times and I'm going to list kind of like six things that you want to be thinking about or prepared for when you want to reach a broad audience out of home billboards, buses, car toppers, excellent for reaching, broad audiences diverse audiences. If your target demographic is broad, or if you want to build brand awareness on a large scale than out of home is a great choice. Also, if you are running digital campaigns out of home is a great complement to those. They can work synergistically with digital advertising. And you know, you got to think about this an eye catching billboard will actually drive people to search for your business online. A memorable busstop ad can make your online business more recognizable. Number three high traffic areas. If your business is in a location, where there's a lot of pedestrian traffic or vehicle traffic, out of home advertising could be hugely beneficial to you. banners, billboards, transit ads, street furniture ads, they reach a huge number of people that are on their daily commutes. So don't discount them. Fourth, if you have a local business out of home could be great for that. Especially, you know, so local businesses can really benefit from this if you strategically place your advertisements in areas where your target consumers live, work visit regularly. This really helps increase your brand recognition but it also drives foot traffic to your business. Five when you have a clear, simple message. One of the advantages of out of home advertising is that it allows for concise, creative messaging. If your brand message or campaign idea can be effectively communicated in a brief visual format, out of home advertising is great for that. Just Just look at what I've done. It just there's some new stuff that are on the ads obvious website, like the only ad the the ad a for Chevy, just take a look at the outdoor creative that we're doing right now like that is clean, captivating stuff. Okay, finally, six events and sales out of home advertising is an incredible option for promoting time limited events, sales, because you can buy brief periods of time blocks for those events. And it's because outdoor media has a high frequency, meaning a lot of eyeballs are going to see it as people go through their day. And so you're going to reach people a lot, you're going to reach them multiple times. And it just builds that message. Remember, just like any form of advertising, the effectiveness of the out of home is really driven by a few factors. Your location, right location of the ads is critical. You put it in a low volume area, the ads aren't going to do much the business or industry you're in, but most critically, the quality of your ad design.

By the way, my team and I can help you with that last one, just that I mentioned that spod cast rebranding isn't a decision to be taken lightly. And Dannon is shaking things up in the yogurt aisle. They're pushing the boundaries with their light and fit yogurt. The rebranding strategy is all about transforming a product creating a vibrant new image. And they're pulling out all the stops to make it happen. So first Dannan is redefining its image as a hip cool brand. Well, what do you think about their offer? They are swapping out their old packaging for a fresher, more dynamic look that really grabs the attention off the supermarket shelf. But it the facelift itself isn't just cosmetic. It's symbolic. It represents their new direction, a commitment to quality flavor and nutritional benefits. Surbhi Martin, the VP at Dan one says that it's their way of saying quote, hey, we're not just the snack, were your fitness partner and quote, and what's a rebrand without some strategic planning? Right? Martin and her team are ready to get ready to go beyond just selling yogurt. They're looking to make a real connection with consumers by listening to them, understanding what they want, and then delivering a product that ticks all the boxes because that's ultimately what you need to do. So why might you in your business consider a rebrand? Okay, a business could consider rebranding when they're on the verge of a big change or growth. It's about evolution. It's about shifting gears to better align with their vision or marketplace realities, right things shift in businesses all the time. One of the driving factors behind rebranding could be the business's desire to reposition itself in the market often better reflect current values, goals or new offerings. It's an opportunity to tell a story to connect with an audience on a deeper level, and influence action, right. Certain events can also trigger the need for a rebrand m&a, mergers and acquisitions are a perfect example when two companies come together. And they bring their own unique brand identities. And later in the show, I'm going to talk about two advertising brands that just came together in this exact fashion. The challenge is you've got to create a new unified brand identity that really incorporates the values and the strengths of both entities. It's about finding that sweet spot that resonates with both existing customers and potential customers. So why is Dannon rebranding? Well, it's more than just a new look. They're looking to redefine their image because they don't only want to sell yogurt but they want to create a connection with their consumers and position themselves as a partner in fitness. So it's a strategic move. And it's aimed at driving growth and standing out in a very, very crowded marketplace.

Coming up Friday, I have a special guest joining me on the ad nerds podcast my friend Gary Vee will tell you the three things every small business owner needs to be doing right now. You don't want to miss it. It's Gary Vaynerchuk and he goes deep on this Friday on the ad nerds podcast

For the first time in its 150 year history. Heinz is rolling out a global ad campaign. It's it's an unusual but a little intriguing of an approach. They decided to fish for unique fan stories on social media platforms like Reddit, Tik Tok and Instagram. And what they discovered was a wealth of loyal customers whose devotion to Heinz goes far beyond the average fondness for a food brand. Working in collaboration with agency Wyden, Kennedy New York, Heinz is launching their campaign. It has to be Heinz tomorrow, June 1. The campaign centerpiece is a minute long spot featuring a montage of Qi life tales, featuring people's quirky expressions of their love for Heinz from individuals flaunting Heinz themed tattoos to foodie sneaking and smuggling in packs of ketchup into high end steak houses. The stories reflect an unusual level of passion for the brand, but this is more than just a single ad. Hines went all in on this. The campaign is also going to feature a series of vignette style spots, fleshing out some of the moments from the main film. These are going to be broadcast by the way in the US, Canada, UK, Germany, and plans to roll out more markets over the next six months. The purpose of this huge media investment as Kraft Heinz chief growth officer Diane frost puts it is to serve as their quote, love song back and quote to their devoted fans, and they're giving them the stage setting the spotlight on their amusing, charming and irrational love for Heinz, by the way, is a brand loyalist. I really have to thank my Canadian friends for introducing me to mac and cheese with Heinz ketchup. Now I know you probably just threw up in your mouth a little bit, but my family gets grossed out by it. But it's amazing. And by the way, this is a great way to get your customers to do advertising for you celebrate their love of your brand, not your love of your brand.

I mentioned m&a A couple of stories ago and here we are talking about it. In a seismic shift for the advertising industry's two powerhouse agencies are coming together. DDB New York and iconic name in the field is merging with Adam and Eve NYC, forging a fresh creative force to be reckoned with under the Monica moniker Adam and Eve DDB. Well, that's an original name, you'd think a creative firm could like, come up. Oh, well, okay, the move isn't just about a name change. It's about charting a new course in an industry that thrives on innovation, and adaptability. The Merge comes amid a period of significant leadership change in signifies a strategic redirection for both agencies. But it's not just their team structures that are getting a facelift. In addition to the merger, the newly formed agency is going to be relocating its offices to a fresh new space in Manhattan's West Village. As Adam and Eve DDB sets up shop and its new home, we can expect to see a ripple effect across the ad world. After all, when two titans come together, the landscape shifts. So the question that remains is what kind of innovative work will this new hybrid agency create? And how will it shape the future of advertising? Only time will tell.

Coming up? Gary Vee joins me on the ad nerds podcast Friday. I asked him what he would do if he was starting over with nothing. And his answer drops a ton of value for you. Again, it's Gary Vaynerchuk and me Friday on the ad nerds podcast.

I am getting choked up in the aftermath of a boycott sparked by an April 1 Instagram post Bud Light is taking decisive action and a decisive stand. The beer giant has just donated $200,000 to the LGBTQ Chamber of Commerce in what can be seen as an empathetic statement of support for the community. The backlash began following a post from transgender influencer bill and Mulvaney, leading to a conservative led boycott against the brand. Yet, Bud Light has demonstrated that it remains undeterred. And this really is a testament to that resilience. In donating to the LGBTQ Chamber of Commerce, Bud Light is not just responding to the boycott, but they're actively investing in the LGBTQ community. The financial support will provide a boost to the LGBTQ businesses and entrepreneurs, underlined by lights commitment to diversity and inclusion. Now, amid the controversy, the company is stepping up and using its resources to affect tangible change in society. So what's evident here is a shift in how brands navigate social issues. See, it's no longer content with just offering statements. Companies like Bud Light are showing that they're willing to put their money where their mouth is. It's it's really the kind of active involvement that signals a profound change in the corporate worlds approach to social activism. And it's one that goes beyond symbolic gestures and strives for real impactful action.

I will be off tomorrow for some more medical tests and probing but Friday is an episode you don't want to miss. I've been telling you about it. Throughout the show today. Listen to the ad nerds podcast this Friday, when Gary Vaynerchuk joins me to talk about branding, advertising and marketing and the things your business should be doing right now. It is an episode you don't want to miss. That's Gary Vee Friday.

Hey, if you like the ad nerds podcast, please subscribe on Apple Spotify or wherever you listen. Give it a five star rating and a great review and teach me how to use my finger. I'd appreciate that. It's the ad nerds podcast on Wednesday, May 31 2023. Spanky out thanks for listening. I'll catch you Friday with Gary Vee.