Publigroupe focuses on the Publicitas brand for Media Sales
Publigroupe's all-media marketing operations will be consolidated under the long-established name Publicitas. Along with this move to focus on a single brand, the offices scattered throughout Zurich will also be brought under one roof.
Publigroupe's all-media sales organization Media Sales, which has been under development for some time, will in future operate under the Publicitas brand. This means that the nine names currently used for global media marketing will all be transferred to the Publicitas brand, the company announced on Wednesday. This affects Cinecom, Mosse, Publiconnect, Publimag, Publimedia, Publicitas Promotion Network, Radiotele and Web2com. The new brand structure will be introduced from spring 2008. "Various brands will disappear, but not the know-how and commitment of the specialist teams who are committed to the various media types and who today stand behind the nine brands and their value," said Hans-Peter Rohner, CEO of Publigroupe. The reason for the single-brand strategy and the consolidation of all marketing areas under one roof is that Publigroupe expects cross-media marketing to increase in the future, Rohner told Werbewoche. Mono-media marketing would continue to be the main focus, but cross-media combinations would gradually become more and more important. The company also wants to demonstrate this with its brand presence. "Brand decisions are known to be very long-term decisions. We were faced with the decision of using an established brand or a completely new brand as an umbrella brand. We decided to choose the very well-known Publicitas brand," says the Publigroupe boss. This brand is also very well established abroad "from Latin America to China". It is not in Switzerland, but in international business that Publigroupe intends to achieve significant growth in the future.
The challenge now is to radically reposition the Publicitas brand. The aim is to counter the risk of being reduced to the placement of print advertisements in terms of image. A completely new logo and a new corporate identity are therefore being created. This process is to take place in several stages. By the next annual press conference in March 2008, Rohner and his team will have created the new image and presented a roadmap of which brand will be transferred to the new umbrella brand and when. The name Media Sales merely refers to a business division and will not be used externally at all, as Rohner explained.
Media Sales' presence in Zurich, Switzerland's largest media marketplace, will also be reorganized as of spring 2008. The Media Sales units in the Zurich area, which are currently spread across five different locations, will be brought together at Baslerpark in Altstetten in future. "The completely new location policy in Zurich opens up completely new opportunities for cooperation," said Rohner. This is also intended to support the cross-media concept. From here, Publicitas will also ensure worldwide support for its subsidiaries in 21 countries.
The challenge now is to radically reposition the Publicitas brand. The aim is to counter the risk of being reduced to the placement of print advertisements in terms of image. A completely new logo and a new corporate identity are therefore being created. This process is to take place in several stages. By the next annual press conference in March 2008, Rohner and his team will have created the new image and presented a roadmap of which brand will be transferred to the new umbrella brand and when. The name Media Sales merely refers to a business division and will not be used externally at all, as Rohner explained.
Media Sales' presence in Zurich, Switzerland's largest media marketplace, will also be reorganized as of spring 2008. The Media Sales units in the Zurich area, which are currently spread across five different locations, will be brought together at Baslerpark in Altstetten in future. "The completely new location policy in Zurich opens up completely new opportunities for cooperation," said Rohner. This is also intended to support the cross-media concept. From here, Publicitas will also ensure worldwide support for its subsidiaries in 21 countries.
