IVE Group opts for holistic and streamlined brand approach

Australia’s largest printing and integrated marketing business, IVE Group, has announced its divisions will now come under the one IVE brand.

Under the changes, all IVE Group business divisions including the Blue Star printing operation, creative marketing agency Kalido and soon to be added Salmat distribution business, will now be known as IVE.

The purpose of the simplification is to bring all of IVE’s services – data-driven communications, creative services, production and distribution – under one name.

The announcement comes three weeks after IVE announced plans to acquire Salmat’s Australian and New Zealand catalogue distribution business for $25 million.

The Salmat purchase includes Salmat Marketing Services in Australia and Reach Media NZ Ltd and once finalised in January 2020 will mean IVE Group will own its own means of distribution.

“Salmat was a strategic acquisition that completes our Production & Distribution offering. We already specialise in Print, Retail Display, Premiums & Merchandising, and Integrated Logistics. With Salmat, we’ll also be able to add distribution as a specialised service to this, making it the most comprehensive Production & Distribution offering in Australia. All of our clients (especially our retail clients) should be very excited,” IVE Group chief executive officer Matt Aitken said.

“It’s great to see IVE leading the industry in such a significant way. We pride ourselves on understanding our clients needs and evolving accordingly, and that’s exactly what we’ve done here.”

IVE’s chief marketing officer Rob Draper said the consolidation is designed to make it easier for clients to understand what the company specialises in and what it can offer them.

“IVE is now one unified holistic marketing company with four core offerings” Draper said.

“These are Data-Driven Communications, Creative Services, Production & Distribution, and for larger clients who want all of their marketing activities managed and simplified – Integrated Marketing.

“Our goal is to make it easier for clients to understand what we specialise in and what we can offer them, as opposed to how we structure our business and what we call ourselves.”

Draper said marketing is already fragmented enough, adding clients don’t need further complexity added to this by holding groups operating under many different brands.

“Simplifying our offering will make it easier for clients to engage with us across the board, and enable us to focus on getting them the best possible outcome from their holistic marketing activities,” Draper said.

Generating revenues in excess of $700m and employing over 1,800 staff, IVE Group (ASX:IGL) is Australia’s leading holistic marketing company.

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