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CBS Outdoor rebrands as Outfront Media

Out-of-home advertising provider CBS Outdoor Americas Inc. will rebrand as Outfront Media Inc., "marking another important step in the company's transformation," according to a company announcement.

October 20, 2014

CBS Outdoor Americas Inc. will rebrand as Outfront Media Inc., "marking another important step in the company's transformation," according to a company announcement.

"Outfront captures exactly who we are as a completely re-energized company and where we'll be with innovative technology and creativity for our advertising clients," CEO Jeremy Male said in the announcement. "Our bold new identity — deployed nationwide from Times Square to the Sunset Strip — also represents the unmatched audience that our prime assets will deliver as we elevate our business and industry to new heights."

The Outfront identity represents a new era for the company and for its position within the growing out-of-home advertising sector, the announcement said. The brand also symbolizes the company's portfolio of billboards and displays in locations including landmark positions in high-traffic areas, retail districts, transit hubs and iconic destinations, according to the company.

The introduction of Outfront Media will kick off a process that will include rebranding more than 100,000 displays. On Nov. 20, the company will be reintroduced online at www.outfrontmedia.com and on the New York Stock Exchange under the ticker symbol "OUT."

The rebrand follows a year of milestones, which include the company's IPO in March, separation from CBS Corp. and conversion to an REIT in July, and the acquisition of outdoor assets from Van Wagner in October.

In addition to a new brand, the company is introducing new products and services aimed at enhancing its customers' advertising campaigns. These include the introduction of Outfront Insiders, a community of consumers sharing insights on emerging trends and topics, as well as Outfront Studio, a new, in-house creative boutique for designing advertising campaigns. The company said it also will deploy new technologies and digital innovations enabling clients to leverage the latest social, local and mobile platforms for engaging with their customers.