Partners + Napier NYC (PNYC) has been named creative agency of record for the Outdoor Advertising Association of America (OAAA), the national trade association for out-of-home advertising.
This fall, PNYC’s first campaign for the association will launch. It will be targeted towards media planners as the OAAA attempts to increase out-of-home advertising’s share of the industry’s overall media budget.
The announcement marks the first partnership and agency of record that the OAAA has had to date.
When pitching to OAAA, PNYC orchestrated a stunt involving Kanye West that garnered 18.4 million impressions and nearly $300,000 in earned media over 36 hours, according to the agency.
During one of Kanye's performances near the PNYC offices, the agency wrote out 'Beck' in bold letters on its windows after Kanye had nearly interrupted the artist onstage after his Grammy win days earlier.
Stephen Freitas, chief marketing officer at OAAA, said: “We are thrilled to be working with PNYC. Their strategy helped us think not just about the power of OOH, but about OOH as a brand with a clear and distinct role in advertising. Their ideas will undoubtedly capture the attention of our industry and drive our message home.”
OAAA represents 800 companies which account for more than 90 per cent of all US industry revenue. PNYC was also recently named agency of record for ShopKeep. Its other clients include Lufthansa Airlines, ShopKeep and EDB Singapore.
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