IPMG is the latest company to present itself as more than a printer, rebranding itself as a ‘marketing communications group’ to emphasise its diversified offering.
Widely known as Australia’s second-biggest printer, the Hannan family-owned business wants customers to know more about its marketing, PR, and digital creative arms and it consider it a full-service communications company.
“As marketing channels, product development and technology have evolved, so too has IPMG to such a degree that the original brand no longer accurately reflects the position of the company in the marketplace,” the company says.
[Related: Ups and downs of IPMG]
Chief executive Kevin Slaven says IPMG’s non-print businesses have been growing with customer demand and it is time to acknowledge that.
“Customers are now taking an omni-channelled approach to their marketing, which means IPMG can engage a more extensive range of our services to the same customer,” he says.
“The rebrand is about showing the evolution of the group as a whole, it is about acknowledging that we have a bunch of other ancillary services outside of print that we are offering our customers these days.”
Slaven says the group’s print operations will not be changing and investment in it will continue, but he wants customers to know about its other brands like Holler, Traction and SBM, not just printers Offset Alpine, Hannanprint, Inprint, Bolton Print and Inpack.
“We are in print and we are here to stay. As print technology evolves we will still be investing in it, alongside the variety of marketing communications services that the group provides to clients,” he says.
Non-print IPMG companies include digital creative agency Holler, Traction Digital, marketing group SBM, Independent Digital Media, and PR and social media firm Spectrum.
“The company will continue to organically grow and make additional investments in marketing communications businesses to further enhance its service offering and to enable customers to engage with their audiences even more effectively,” Slaven says.
“No other privately owned group of companies in Australia today can provide the same breadth of seamless communications across both emerging and traditional channels to drive customer engagement.
The IPMG tagline is now ‘empowering brands to connect’ and the spelled out Independent Print Media Group has vanished from its website.
It joins printers like Prografica, which changed its name to OnePoint this year to reflect its end-to-end services, and Oxygen following its split from Southern Colour.
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