Blue Star parent group Ive is continuing its diversification strategy, buying a digital and direct marketing agency, which will join its Kalido division. The acquisition of Digital Logic comes just two days after Ive entered the telemarketing sector with its purchase of Australia’s largest charity fundraiser Pareto, and just a week after Ive announced it was seeking a new public listing with renewed plans for an IPO. Digital Logic chief executive Paul McGarity will continue to run the business under the auspices of Kalido, Blue Star’s creative agency sister company within Ive, and will send its print and direct mail to Blue Star for production and distribution. Both Digital Logic and Pareto will add significant volume to the Ive division Blue Star’s mailing business. The Melbourne and Sydney based agency offers personalised email, mobile, social, web, video and print media through a central client portal, allowing clients to build and execute omni-channel marketing campaigns.
Ive buys: Digital Logic now in the Kalido division
Ive managing director Warwick Hay says the takeover will enhance its ability to provide clients with integrated communications across print and digital, as the group expands its non-print offering. He says “Digital Logic shares our vision of delivering highly effective, multi-channel communications, which leverage the power of print as well as taking advantage of digital in a fully integrated and seamless environment,” he says. Digita Logic says it “automates the delivery of highly relevant and targeted one-to-one communications through the most appropriate channels to reach each recipient at the right time, through the right media and device”. Kalido chief executive Joel Norton says the acquisition further enhances the work it is undertaking with its clients around digital transformation. He says, “Digital Logic are experts in developing effective lifecycle customer journeys, and deploying marketing automation to deliver personalised and targeted communications – an offering that is suited to our diverse client base,” he says.
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