Business Insider: ‘How brands are ‘de-Americanizing’ their ads to dodge the trade war’

Nest CGO Luke Jonas appeared in Business Insider article: ‘How brands are ‘de-Americanizing’ their ads to dodge the trade war’.

“Can you make my brand look less American when we advertise to Brits? That was the nature of a request recently fielded by Luke Jonas, cofounder of Nest, a UK-based ad agency that specializes in helping e-commerce brands launch in the US and American companies market internationally.

Jonas said Fresh Threads, a proudly American apparel brand that often features hot young things skating on boardwalks of San Diego in its marketing, is working with Nest to identify British creators it can photograph lounging in London parks and English gardens for its UK push.

Jonas said Nest has also seen a big shift in the regions its clients are targeting. Over the past month, around two-thirds, or 67%, of Nest’s customers who were targeting the US with their marketing have shifted to focus on other countries, with the agency assuming that skirting tariffs was a big motivator. The most common are countries in the European Union (60%), followed by the Middle East (20%).”

Read the full article here, and see it discussed on Reddit here.