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The £168million publicly-quoted 4imprint Group plc has mounted a major brand alignment programme which will see three 4imprint-owned promotions companies merging to form Brand Addition, a £50m marketing communications agency.
The three companies are London-based Product Plus International (PPI), Kreyer Promotion Services of Hagen, Germany, and Manchester-based branded merchandise specialist Brand Addition. The new agency was launched on January 1.
Product Plus International (PPI), is one of Europe’s leading specialist premium sourcing companies and a pioneer of promotional sourcing in the UK in the early 1980s.
PPI has specialised in bridging the gap between sales promotion, product design and bespoke manufacturing for more than 25 years. It produces tailor-made promotional products – from event-related merchandise to large consumer promotions – for clients such as DeWalt, Clarins, Paramount, Colgate Palmolive, and ITV.
Brand Addition will now operate as a new kind of creative marketing communications agency. It will specialise in strategically supporting the development of its clients’ brands by creating and producing bespoke branded merchandise that work as a memorable, physical medium to help communicate brand values.
According to Brand Addition CEO Chris Lee, the move to create a new kind of merchandise-led marketing communications agency has been driven by client demand.
He says: “With companies increasingly questioning their marketing mix, they are placing a greater emphasis on strategic branded merchandise as a cost-effective alternative medium for communicating their brand values.
“As a result, our clients are seeking support that requires skills which can only be delivered across all of the services provided by PPI, Kreyer and Brand Addition.”
Lee adds: “By combining the different skill-sets, specialist knowledge, experience and resources of all three businesses, the new agency will be uniquely placed to provide a single-source creative solution capable of meeting any kind of brand marketing or corporate communications objective.”
He says: “We’re proud of the achievements of PPI, Kreyer and Brand Addition as they are today. But by working together more closely as a substantial single entity, we believe we can build on each company’s heritage, evolve our capabilities, and achieve even more for our clients.
“The names may be changing, but the quality and experience of our account teams and specialist services will remain the same.”
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