OOH Owner Today — Sway Outdoor
The Sway Way— Olay, Bulleit, Corona, Sprint, Geico, and Chobani
OOH Owner Today — Sway Outdoor
The Sway Way
Founded in 2019 by out-of-home specialists Katherine Vanderbush and Dave Pidgeon, Sway Outdoor is a national outdoor advertising sales and marketing firm offering a wide range of consultative services to operators looking to take their success to the next level.
Sway provides brands with creative solutions for effective billboards, wallscapes, storefronts, and dedicated wildposting barricades as they navigate the complex challenge of reaching their audience. At Sway, transparency and integrity are paramount and it’s important to note, they are not sales brokers. When brands and strategy teams need additional expertise or bandwidth to plan and buy their own outdoor advertising, they turn to an outdoor planning and buying agency as their AOR. Similarly, at Sway Outdoor, they are the exclusive representation for our partners when it comes to their sales and marketing efforts. No mark-ups, no games, no brokering.
We spoke to co-founder Katherine Vanderbush and asked her for some insights into Sway Outdoor. Here’s what she had to say:
Interview with Katherine Vanderbush, Co-Founder of Sway Outdoor
Will Farmer: Please tell us about Sway Outdoor. How long have you been in business? Staffing? Size? Specialties? Billing? Regional Offices?
Katherine Vanderbush: Founded in late 2019 by out-of-home specialists Katherine Vanderbush and Dave Pidgeon, Sway Outdoor is a national outdoor advertising sales and marketing firm offering a wide range of consultative services to operators and advertisers across the U.S. looking to take their success to the next level. Sway Outdoor has two main offices in NY & LA and satellite offices in Chicago and Michigan, with a total of five team members.
WF: What would you like the OOH Industry to know about your shop?
KV: Sway Outdoor provides brands with creative solutions for effective digital and static billboards, wallscapes, storefronts, sports arenas and dedicated wildposting barricades as they navigate the complex challenge of reaching their audience. At Sway, transparency and integrity are paramount and it’s important to note, we are not sales brokers. Similar to how an out-of-home media buying agency manages, plans and executes initiatives on behalf of multiple agencies and brands who don’t have the bandwidth and expertise to do so themselves, Sway Outdoor manages, sells, and executes out-of-home initiatives on behalf of our operating partners who lack the bandwidth to do so themselves. So no mark-ups, no games, no brokering; we’re their exclusive sales and marketing team.
Also, we’re a fun group of OOH professionals who work and play hard, holding each other accountable to ensure success while not taking ourselves too seriously to embrace the laughter and good times along the way!
WF: Do you work with clients directly and/or through agencies? What is the percentage breakdown?
KV: Sway Outdoor primarily works with agencies but does do some client direct work. We would say 90% is through agencies and 10% through client direct.
WF: Any comments or suggestions for OOH reps in approaching or working with your company?
KV: Give us a call or shoot us an email! We are passionate about Out-of-Home and we love to talk to anyone that wants to chat about it. Sway Outdoor prides itself on full transparency and open to new ideas and arrangements. We would love to hear from anyone looking for sales and marketing assistance as well as advertising clients looking for new solutions for their campaigns
WF: What differentiates your business from others?
KV: Sway Outdoor does not operate as a broker…we work with our vendor operator partners on an exclusive contract basis with 100% transparency. We offer a range of consultative services including, but not limited to, operational, billing/invoicing, sales, and marketing services. We can handle anything and everything for our operators, from the initial marketing of assets to managing an initiative through to its successful end. We also have full transparency with our advertising clients and are extremely attentive to their needs for each campaign from the initial proposal through the execution of the campaign, as well as post-reporting. No hidden fees, no mark ups, no hidden agendas. We work hand in hand with the operators and clients to maintain open and honest communication across all levels.
WF: How do you obtain new business?
KV: In addition to our national presence and strong existing relationships, Sway Outdoor has also developed internal protocols that assist with maintaining and developing new relationships with out-of-home operators, agencies and brands directly.
WF: Please share new business contact information.
WF: Discuss some OOH campaigns by Sway Outdoor. Any memorable or particularly interesting campaigns you could share?
KV: We’ve had so many memorable campaigns in our short existence, especially with the Covid-19 pandemic hitting us just as we were getting going, such as Olay, Bulleit, Corona, Sprint, Geico, and Chobani to name a few.
Here are a couple we love (albeit we love them ALL!):
Black Lives Matter by Zambezi & Quan Media:
A social media post turned into a national campaign for justice all through the power of Out-of-Home advertising. Sway Outdoor representing Marquee Media is thankful and proud to have partnered with Quan Media Group and Zambezi on this initiative to amplify these important messages.
HBO Watchmen by Hearts & Science
When HBO was ready to market it’s much anticipated release of their brand new series Watchmen, they turned to Out-of-Home and happened to be Sway Outdoor’s very first campaign! Sway Outdoor representing Vizible Media were proud to showcase the Watchmen series premiere as well as their FYC campaign in Los Angeles.
Marketing & Advertising