Posts tagged: Marketing Service Provider

The Need for Transformation at Staples, Office Depot and OfficeMax

Jeff Hayes
 Sep 17, 2012

Staples, Office Depot and OfficeMax have been in the news lately for declining revenue and profits. The office superstores (OSS) face an immense challenge to transform as there is less demand for some of their biggest sources of profit (ink and toner cartridges) and less use of one of their biggest assets (retail stores). How they pivot at this point will likely determine their direction for years to come.

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Williams Lea Gets Creative with Tag

Matt Swain
 Feb 22, 2012

In July of last year, Williams Lea (a subsidiary of Deutsche Post DHL) acquired Tag. With 2010 reported revenues of over $150 million, Tag was considered the world’s largest independent marketing execution and production agency at the time. This move follows a series of acquisitions over recent years to help it expand its value proposition beyond print services. When I reached out for comment, Steve Parish, Tag CEO, stated, “Williams Lea has embraced Tag’s ambition to help clients create, manage and deliver their brand messages around the world. In the current market where CMOs are facing huge challenges combining the traditional tactile approach to marketing whilst at the same time embracing a more data driven strategy, Tag and Williams Lea can provide the platform and tools to help transform the approach.”

Tag CEO Steve Parish with Tim Griffiths, Executive Chairman of Williams Lea

Tag serves a diverse client base of some of the world’s largest brands (e.g., Adidas, Coca-Cola, Diageo, GlaxoSmithKline, H&M, Intel, Land Rover, The Royal Bank of Scotland, Sony, Unilever, and  Vodafone). Of thirteen global offices, their largest is in London, followed by New York, Singapore, and Shanghai. Williams Lea invited me to tour Tag’s New York office last month to help me better understand the scope of this strategic move. Read more »

Cross-Media Marketing: The Evolution Takes Hold

Eve Padula
 Aug 2, 2011

The long-discussed move from offering only print to providing a host of media options backed by a solid marketing strategy is firmly taking hold in the market. This assertion is reflected in InfoTrends’ newly released study entitled The Evolution of the Cross-Media Marketing Services Provider. This research involved a survey of 285 print service providers (PSPs) and 63 in-plant organizations, and one-on-one interviews with close to 30 firms that have successfully made the cross-media transition. The goal of the study was to understand the current state of the transition, the benefits gained and challenges faced in making the move, best practices of early adopters, and organizational modifications required to succeed in offering cross-media marketing services.

The study revealed that successfully moving into cross-media marketing demands many levels of organizational change. Organizations must establish new marketing approaches, sales models, pricing strategies, and compensation practices for these new value-added capabilities. They need to determine the equipment and software investments that are required for delivering these services. They must also gain a solid understanding of the next phase in the cross-media and marketing services evolution. How will tomorrow’s market embrace print, online, social, mobile, and whatever media comes next?

One of the overarching trends of our research was that PSPs understand the value of offering cross-media marketing services, and they are moving in that direction. Meanwhile, the in-plant market is struggling. Close to 60% of PSPs reported offering cross-media services, compared to 38% of in-plant respondents. Furthermore, over 40% of in-plants had no plans to offer cross-media marketing services.

Figure 1: Do you offer cross-media marketing services?

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