Angi Looks to Extend Recent Momentum, Revisits Rebrand to Boost Awareness

With its stock up more than 50% in three weeks, the internet-based home services company Angi is looking to keep its momentum rolling via the launch of a pair of new ads Monday (May 31) aimed at re-emphasizing the rebranding from Angie’s List that it completed last year.

“The role of the home has drastically changed in the last few years, and so too has Angi’s role in the homeowner journey since it was first founded as Angie’s List in 1995,” the company said in its announcement of the new ads.

“As the new campaign highlights, Angi is now so much more than just a list — handling everything from quoting upfront prices for services, to allowing instant bookings — and instead delivers a seamless, end-to-end experience for its customers,” the company’s press release said.

Angi will push out its new ad campaign by dedicating almost one-third of its ad spend in the next few weeks, the company said in its announcement, including broadcasting it on Tubi, Roku, Hulu, NBC, ABC and CBS, among others.

Related: In Bid to Be Heard, Angi Makes Oddly Satisfying Bet on Ryan Reynolds and ‘ASMR’

Two months ago, Angi tapped actor Ryan Reynolds’ Maximum Effort creative agency to help it turn steam cleaning, caulking and painting from mundane chores into some sort of hypnotic moment of household Zen under the tag line, “That oddly satisfying feeling when you don’t do it yourself.”

Also read: Angie’s List Rebrands; Will Focus On Enhanced Mobile, Online Service

Prior to that, CEO Oisin Hanrahan told PYMNTS last year that the timing and decision to “lose the List” and truncate the brand made sense.

“Once upon a time, Angi was an actual list of pros, and now it’s so much more than that,” Hanrahan said in the march 2021 interview. “We thought it was a good time to drop that literal reference and have the name better represent what Angi has grown into.”