October 24, 2024
Challenge:
After being acquired by Azerion, Hawk faced a challenge: how to effectively integrate into Azerion’s portfolio while maintaining its distinct brand identity. Azerion’s past M&A experiences had shown that removing an acquired company’s brand too quicky caused market confusion and led to revenue loss. Hawk’s specialised expertise in emerging platforms like digital out-of-home (DOOH), connected TV (CTV), and audio advertising, along with its European market focus, was vital to its existing clients. Azerion needed to unify the strengths of both brands without compromising Hawk’s reputation or alienating its customer base.
Approach:
Amper developed a dual messaging strategy tailored to two distinct audiences:
1. For Hawk’s existing clients, the messaging reassured them that Hawk’s identity and expertise would remain intact. To support this, we developed refreshed marketing materials, such as a new proposition for the programmatic out-of-home (prDOOH) solution, showcasing data-driven targeting and flexibility, and a solution for grocery advertising addressing compliance with new UK HFSS regulations while retaining advertising effectiveness. This messaging emphasised that Hawk’s strengths were not only preserved but amplified post-acquisition.
2. For clients familiar with Azerion, the messaging positioned Hawk as an integral part of Azerion’s broader portfolio. The updated connected TV (CTV) proposition was highlighted, showcasing advanced audience targeting and cross-channel measurement capabilities. This narrative ensured Hawk was seen as a valuable addition to Azerion’s offerings, extending its reach into emerging platforms.
By integrating these updates into a cohesive messaging framework, Amper ensured the strengths of both brands were clearly communicated without causing confusion.
Outcome:
Hawk successfully maintained its strong brand presence while seamlessly integrating into Azerion’s portfolio. The dual messaging strategy preserved clarity, avoided brand confusion, and protected revenue streams across both client bases. The refreshed product marketing materials ensured that both Hawk and Azerion could clearly communicate their enhanced value propositions to clients, solidifying their positions in emerging advertising platforms. This project demonstrated Amper’s expertise in navigating M&A complexities, aligning messaging strategies, and delivering scalable GTM solutions for integrated brands.
