Adare unveils new office in Moscow's Red Square
The opening of a new Moscow office highlights Adare’s commitment to providing sustainable, media-neutral marketing and customer communications for a pan-European client base.
An exciting addition to Adare’s existing infrastructure – covering all major European cities – the 17-strong Moscow office is the first of its kind; no other print management companies are established in Russia. The venture was facilitated by a strong partnership with Business Concepts, a below-the-line marketing agency.
Keen to expand operations outside the UK print management market, Adare recently secured multi million Euro deals with a number of high-profile companies. This includes two five-year contracts for marketing print and point of sale with a leading European telecommunications company, and a win with MoneyGram, a multinational payment and financial service company operating in over 150 countries.
Adare is servicing all MoneyGram’s business form requirements by establishing five production hubs across Europe, Africa and the Far East to increase the efficiency of business processes, specifically VAT payments.
Steve Ueckermann, Adare’s Executive Director, says: “Making a significant up-front investment in people, infrastructure, systems and professional services is enabling Adare to gain recognition across Europe as a multi-faceted provider of inspired marketing and customer communications.
“The company’s aim is to generate sustainable, organic and acquisitioned growth to achieve annual turnover of 50 million Euros by 2010.”
Over the last five years, many UK-based print management companies have been unsuccessful in their attempts to enter Europe. The main problem is they have no clear, long-term strategy and rely on exporting a UK-based model, rather than adopting a localised approach.
These ventures are often poorly managed and under-resourced with no understanding of the country’s markets, cultures and business processes, such as legal tax requirements. This results in a backlash from local suppliers and customers.
While some of the larger UK print management companies have reported large revenue growth on the back of their entry into Europe, the reality is that most UK organisations have failed to successfully implement commercially viable and sustainable contracts.
“Adare’s unique approach to the European market is our key differentiator,” adds Steve. “We are investing a great deal of time, effort and money – carefully setting up a sustainable business model across Europe. Nowhere is this more important than in Russia where strict business practices, such as paying VAT, need to be right-first-time.
“To ensure sustainability and long-term relationships with large companies who are developing across Europe, we are concentrating on our existing UK client base and a small number of blue chip multinational prospects.
“Today, we’re expanding into key European markets, soon we’ll be increasing Adare’s footprint in Asia Pacific and the US.”
