Adare leads by Example
Adare announces the next key steps in its strategic evolution
Following its strategic re-positioning and the launch of its new brand in January this year, Adare today announces the next key steps in its strategic evolution as a full services Marketing and Customer Communications business, with the acquisition of creative agency Example, the formation of an integrated multi-media Customer Communications Centre and the further investment in technology to extend its Marketing and Customer Communications capability.
Expansion by Design
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 £3million.
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, Twining’s, Fitness First, HBoS, Lenovo, 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.
Multi-media Customer Communications
Adare also unveils its new multi-media 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 £multi-million 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. Adare is pleased to confirm that most of the current employees based at Shipley will be offered roles at the new Park Mill site.
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.
Further investment
As a key corner stone of this strategy and as 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 & Bingley, Green Flag, Aon, HMRC and Calor.
Further strategic update – disposal of non-core businesses
Each of the developments outlined in this release 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, Pronta-Print and CJ Fallon.
Adare chief executive, Robert Whiteside comments: “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 touch point with their customers is an opportunity to communicate their key messages and that increasingly they need to access these customers via a range of multi-media. The exciting developments we have announced today will ensure that we continue to provide a world class range of solutions to our clients.
This announcement describes the latest in a succession of key milestones since Adare’s £119.5 MBO in March 2006; including the expansion of its European footprint, investment in the latest digital technology, the strengthening of its Executive team as well as a number of high profile new contract awards with NFU Mutual, Fitness First and Heineken.
