CBS Outdoor Americas rebrand and shake up their leadership in one fell swoop

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Yesterday, CBS Outdoor Americas, one of the region's largest out-of-home media companies, not only announced that Nick Brien, the former global chairman and CEO of the McCann Worldgroup, has been appointed to their board of directors, but that it will be rebranding itself as “Outfront Media.” The new appointment and rebranding both mark important steps in the company's proposed transformation, and follows a year of major milestones for the company including their IPO back in March, separation from the CBS Corporation and conversion to an REIT in July, and the acquisition of more outdoors assets from Van Wagner earlier this month.

Nick Brien, the former global chairman and CEO of the McCann Worldgroup, has been appointed to the CBS Outdoor board of directors

CEO Jeremy Male said of Brien's appointment that he is “An accomplished executive and a global leader in media, marketing and advertising,” and believes “CBS Outdoor will benefit from his unique cross-disciplinary perspective, extensive operational experience and deep expertise working with world-class brands.” Brien, who is currently a director of the New York chapter of the JDRF diabetes charity, and acts as a consultant to numerous global brand and media companies, is “Delighted to serve on the board of CBS Outdoor, a market leader in one of the most dynamic sectors of the advertising industry.” He feels the company is helping to transform out-of-home media by “Bringing technological innovation and digital creativity” to the medium and he looks forward to supporting them “As they undertake this transformative effort.” Brien has worked in the industry for three decades, not only as head of McCann, but at IPG Mediabrands and Arc Worldwide.

CBS Outdoor Highlight Reel

Of course the biggest news, however, comes in the form of the company's complete rebrand. Male said of the new name that “Outfront” captures who they are as a “Completely reenergised company,” and reinforces where they'll be with “Innovative technology and creativity for advertising clients.” He believes the company's “Bold new identity also represents the unmatched audience,” their assets are primed to deliver as they elevate their “Business and industry to new heights.” This elevation of which he speaks refers not only to the rebranding and the big new appointment, but to the new products and services aimed at enhancing the advertising campaigns of its customers. According to the company's press release, these include Outfront Insiders and Outfront Studio, a community in which consumers can share recent trends and topics and a new in-house creative advertising boutique respectively. Male is also adamant that they will be using “New technologies and digital innovations,” that will allow their clients to make the most of all major social, local and mobile platforms.

CBS Outdoor Americas, one of the region's largest out-of-home media companies announced that it will be rebranding itself as “Outfront Media”

Of course, a rebranding means a lot of serious, logistical changes need to be made, and those changes began yesterday with the beginning of a long process that will include the rebranding of more than 100,000 of the company's displays. Many of these displays are located in high-traffic areas, retail districts, transit hubs, and even some quite iconic destinations, so it's not going to happen overnight. Hopefully all of the changes will have been made by the 20th of November, as that's when Outfront Media will be officially reintroduced to the public, both on the New York Stock Exchange (under the “OUT” ticker symbol) and online at the new, official Outfront Media Website.

Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK.


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