Product category:
Integrated marketing
News Release from: Adare
Edited by the Marketingservicestalk Editorial
Team on 17 July 2007
Adare unveils next steps in strategic
evolution
Adare has bought creative agency Example, formed an integrated multimedia Customer Communications Centre and invested in technology to extend its marketing and customer communications capability.
The acquisition of Example, IBM's former in-house creative studio, from Adecco, strengthens Adare's existing creative offering and establishes a 35-strong, full-service creative agency with a turnover in excess of GBP3 million Based in prestigious offices in Basingstoke, Adare Creative will continue to meet the 'below the line' creative requirements of a broad range of blue-chip clients and global brands including Laura Ashley, Legal and General, Twining's, Fitness First, HBoS, Lenova, Peterborough City Council, Yahoo! and Yell
The acquisition of Example also extends Adare's 'above the line' activities and combined with Adare's existing data solutions, provides a unique communications solution to a broad range of industry sectors.
Adare has also unveiled its new multimedia Customer Communications Centre and the expansion of its flagship Park Mill facility near Leeds in West Yorkshire.
The new centre will bring together Adare's direct marketing and transactional production capabilities, and combined with a multimillion-pound investment in data, infrastructure and digital technology, creates a unique communications experience for its clients.
This also allows Adare to centralise its operations into a single facility and will result in the release of its Shipley location.
The new centre will also facilitate the further integration of Adare's output capabilities with its unique data solutions and creative offering to meet customers' growing requirements for highly personalised and targeted customer communications, as well as media-neutral e-delivery.
As a cornerstone of this strategy, and as a part of its continued investment programme announced in February, Adare will further expand its digital full-colour capability with the installation of additional Xerox IGEN3 digital capacity.
Further investment in front-end composition technologies and its technical services team, as well as the migration to a new data centre, will see Adare expanding the breadth and depth of the solutions it provides to organisations such as HBoS, Bradford and Bingley, Green Flag, Aon, HMRC and Calor.
Each of the developments outlined are aligned to Adare's clearly stated strategy of continued evolution to a fully integrated marketing and customer communications solutions provider.
Adare works with its clients to make the interactions they have with their customers more effective through the delivery of inspired communications.
This marketing and customer communication strategy has been further emphasised by Adare's recent disposal of a number of non-core businesses; namely Kall-Kwik, Prontaprint and CJ Fallon.
Adare chief executive Robert Whiteside commented: "When we unveiled Adare's strategy earlier this year we committed to delivering a comprehensive marketing and customer communications proposition and outlined the journey we were on.
"The acquisition of example and the huge investment in our communications output centre proves that we are committed to achieving our strategic goal of becoming the clear leader in marketing and customer communications.
"We live in a world of information where our communications demand greater speed, efficiency, results and creativity and this underpins our strategic plans and aspirations for the company.
"Our clients tell us that every touchpoint with their customers is an opportunity to communicate their key messages and that increasingly they need to access these customers via a range of media.
"The exciting developments we have announced will ensure that we continue to provide a world-class range of solutions to our clients.
"We have a very clear strategy and will continue to invest in our ability to meet the ever changing marketing and customer communications requirements of our clients.
"On this note, we have a number of really exciting projects in the pipeline - one in particular that's quite groundbreaking and a couple of others that really will change the way that those particular clients communicate with their customers - it's going to be an interesting year".
This announcement describes the latest in a succession of key milestones since Adare's GBP119.5 MBO in March 2006; including the expansion of its European footprint, investment in the latest digital technology, and the strengthening of its executive team, as well as a number of high-profile new contract awards with NFU Mutual, Fitness First and Heineken.
Adare provides data-driven, multimedia marketing and customer communications to leading global brands and operates in a range of industry sectors, including retail, financial services, not-for-profit and the public sector.
Current clients include HBOS, Royal Bank of Scotland, HM Revenue and Customs, Legal and General and Waitrose.
Adare employs 1,000 people in 17 locations across the UK and Ireland and has an annual turnover of around GBP150 million.
• Adare: contact details and other news
• Email this article to a colleague
• Register for the free Marketingservicestalk email newsletter
• Marketingservicestalk Home Page
Search the Pro-Talk network of sites
