Sinclair, Inc. this week announced a revamp to its advertising sales and marketing businesses with the launch of two new initiatives.
Starting in February, the company’s advertising sales and integrating marketing division will adopt a new name — AMP Sales & Marketing Solutions — while its content brand will adopt a new name, AMP Media, to better reflect the transition.
AMP Sales & Marketing Solutions will unify Sinclair’s advertising sales and integrated marketing teams in a way that delivers “innovative, creative, and tech-forward campaigns for brands across the U.S.,” the company said.
“This transformation to AMP Sales & Marketing Solutions is more than a rebrand — it is a strategic evolution designed to empower Sinclair’s sales teams with tools, opportunities, and support to thrive in a changing industry,” Ryan Moore, Sinclair’s Chief Revenue Officer, said in a statement. “From recruiting and onboarding to training and tools, we are revamping our internal processes to build a stronger, unified team with cutting-edge resources, positioning AMP Sales & Marketing specialists to deliver even greater impact for clients and for their careers.”
AMP Media will serve as the company’s content brand, which will include its recently-launched podcast division that produces sports-centric shows like “Unfiltered Soccer,” “Throwbacks” and “The Triple Option.” Social verticals will also be included in AMP Media.
“As Sinclair continues its transformation from a traditional broadcast company to a multi-platform media organization, the launch of AMP Sales & Marketing Solutions and AMP Media signals our commitment to reshaping how we engage with consumers and deliver value to clients across all media touchpoints, focusing on One Partner, Endless Possibilities,” Rob Weisbord, the Chief Operating Officer and President of Local Media at Sinclair, said this week. “These bold initiatives reflect our ongoing efforts to innovate, drive growth, and enhance our impact across the evolving media ecosystem.”
Sinclair said it will launch a new online landing package for its AMP initiatives, and debut a “comprehensive media campaign in the coming weeks” that includes a mixture of linear, digital, connected TV, social and audio spots.
