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Back in 2021, Angie’s List dropped the “List” and an “e”. But this was more than just a name change, the media strategy also underwent a shift.
Angi senior director, brand media Racine Levy sat down with iSpot regional vice president, brand partnerships Heather Robertson, in a session sponsored by iSpot at Mediaweek, to discuss how the recommendations platform continues to experiment with its media mix in a quest for the sweet spot between data, strategy, and audience connection.
The beginning
Founder and chief operating officer Angie Hicks founded Angie’s List in 1995 after moving to Ohio and struggling to find reliable contractors.
Hicks, the face of the brand in most of its commercials, ended up creating a directory of contractors in the early stages of the internet, which became the “List.”
The rebrand
The rebrand in the spring of 2021 sought to emphasize how the company was more than just a list, and that it...
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