Differentiation was a key objective in forging a communications strategy for Collective Media, given that it operated in a crowded landscape comprised of hundreds of ad network competitors.
To reach premium online publishers, brand advertisers and their advertising and media buying agencies, CK developed a multi-tiered campaign to build relationships with advertising and marketing industry journalists. This included pitching major Collective Media announcements and leveraging hot topics in the industry to drive coverage in such outlets as Advertising Age, MediaPost, ClickZ, Crain’s New York Business and others.
CooperKatz also worked to position Collective Media CEO, Joe Apprendi, as a “go to source” for journalists. Apprendi’s comments, bylined articles, video blog posts (shot and edited by CooperKatz) and Letters to the Editor contributed to his being featured in such outlets as The , and the , as well as across in numerous trade outlets.