Redefining a Brand
To catch brand perception up with its progress, Criteo needed to transition its image away from 'French Retargeter' and differentiate.
400
articles/year.
NAT'L
business coverage, consistently
50+
positive earnings articles/qtr
Client
Criteo
Industry
Technology
Retail & CX
Insights
Criteo needed to be elevated beyond the ad tech trenches, where it was already well established and where its former competition played.
Idea
A visionary corporate story, repositioning Criteo as entering a new, aspirational competitor set with unmatched tech.
BRAND-DEFINING STORIES
Our aggressive earned media program created storytelling moments around Criteo's milestones and earnings reports, competitive and industry news, and customer trend data that proved out the company's vision. We pursued bold storylines, comparing Criteo to Google and Facebook (both in stock performance and tech), that got us on the radar of national media and broadcast for high-visibility coverage.
IMPACT
The campaign helped successfully reposition Criteo, delivering brand-defining visibility — including appearances on FOX and CNBC and profiles in Business Insider, WSJ and The Information — with enviably on-message positioning such as "The Ad Tech Company Google Pays Attention To" and "Inside Criteo, The Golden Child of Ad Tech."
