Catalina Launches "Nerd On Your Side" Ad Campaign Via DNA

B2B Effort Highlights How Company's Deep Data Expertise Measurably Lifts Sales

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Aug 22, 2019, 08:00 ET

ST. PETERSBURG, Fla., Aug. 22, 2019 /PRNewswire/ -- Catalina Marketing, the market leader in shopper intelligence and personalized digital media that converts shoppers into buyers, is launching a new B2B ad campaign that celebrates "the nerd on your side" company narrative -- as personified by its team of data nerds who "eat, sleep and breathe buyer behavior data" in their unending quest to drive sales for CPG retailers and brands.

"BBQ Nerds" features two actual Catalina data nerds: Peter Williams (center) and Ron Menich (4th from left).

With headlines like "We're Obsessed with Your Mustard" and "We're Seriously Crushing on Your Cat Food," the ads reinforce the point that -- whether it's nasal spray, corn chips or cosmetics -- when it comes to CPG retail, Catalina understands the unique buyer behind every buy. New video spots focus on data nerds connecting on a first date and later at a barbecue, with the latter featuring actual Catalina data scientists.

In recent months, Catalina has been aggressively reinventing itself, introducing several innovative products and forming strategic partnerships with the likes of LiveRamp, Samba TV and GlobalLogic as part of its digital transformation to help CPG retail and brand marketers and agencies with every stage of media planning, execution and measurement.

"While one objective of this ad campaign is to raise awareness of our digital products, we also want to celebrate the genius our data scientists bring to unlocking actionable insights on millions of buyers to provide precise 1:1 targeting, audience segments and now measurement to deliver profitable results for our customers," said Marta Cyhan, Chief Marketing Officer at Catalina. "We're data nerds and proud of it! It has been a lot of fun partnering with our agency, DNA, to bring this campaign to life because it authentically represents what makes Catalina so distinctive."

The creative work includes digital display and video ads, as well as social components. In a bit of inspired casting, two actual and avowed Catalina data nerds are featured in the videos: Ron Menich, VP, Advanced Analytics & Data Science; and Peter Williams, VP, Data Integration, Fusion and Solutions.

The campaign will run on a variety of business-oriented news sites, tailored to decision makers in both CPG and retail companies. This campaign represents the first work by Seattle-based DNA since being hired as Catalina's ad agency earlier this year.

"From the first time we met the Catalina team, we were blown away by all the shopper data at their fingertips, and how geeked out they get when they talk about using that data to turn shoppers into buyers. They're full-blown data nerds – in the most positive sense – which inspired this campaign," said Alan Brown, Co-founder and CEO of DNA. "In effect, this campaign is a tongue-in-cheek homage to 'nerddom.' While playful and fun, it gets a serious point across that no one can tap into, analyze and apply data as effectively as Catalina."

Access the work at https://www.catalina.com/nerds-media/

View individual videos:
BBQ Nerds: https://vimeo.com/353796699/45c17dc6cf
Date Night: https://vimeo.com/353795427/ef4078e55d

About Catalina
Based in St. Petersburg, Florida, Catalina is the market leader in buyer intelligence and optimizing hyper-personalized in-store and digital media to measurably drive, track and measure sales lift, converting shoppers into loyal buyers for leading CPG retailers and brands. Powered by the most extensive shopper database in the world, Catalina's mobile, online and in-store networks personalize the consumer's path to purchase, delivering $7.9 billion in relevant consumer value each year. Based in St. Petersburg, Fla., Catalina has operations in the United States, Europe, Japan and Latin America. To learn more, please visit www.catalina.com or follow us on Twitter @Catalina.

About DNA
Now in its 20^th year, DNA is a Seattle-based integrated advertising agency that embeds strategy, media, and technology into the creative process to bring modern marketing solutions to its clients' business problems. They do this by making love between people and brands. Some of DNA's clients include: BECU, Ben Bridge, Consumer Cellular, Cray, Rainier Beer, Darigold, Puget Sound Energy, Golden 1 Credit Union, Fred Hutchison Cancer Center and Taco Time Northwest. Visit DNA on the Web at www.dnaseattle.com, on Twitter at @dnaseattle and on Facebook.

SOURCE Catalina Marketing