The country's biggest printer PMP is consolidating its portfolio of more than 20 businesses into Ovato, a new brand for the $756m company. CEO Kevin Slaven flagged the change at the company's AGM last year.
The rebrand will see a reorganisation of its core competencies, around four pillars of print, distribution, agency and production, in order it says to support the business’s vision of turning audiences into customers and driving growth.
The Ovato brand will unify all companies across the group, including PMP Print, Griffin Press, and distribution operator Gordon and Gotch, a well as other businesses including SBM, a full-house creative and production business; Traction Digital, which provides digital marketing and engagement services; Spectrum Group, a PR, digital and content marketing agency.
“Our rebrand gives us the opportunity to focus on our clients and their needs directly, around our promise of turning audiences into customers,” said Slaven. “While each of our businesses will come under the single brand, our work and commitment with all our clients will remain constant.”
PMP was originally formed 150 years ago. It was owned by Ruper Murdoch in the 1970s and '80s as Pacific Magazine Printing, but was sold off in 1991 as the media mogul tried to save what was his floundering empire from its moutainous debts. The magazine arm was split off and sold to Seven West a decade later, and is now ironically printed by PMP's arch rival IVE. PMP merged with IPMG two years ago in a deal that made the Hannan family the biggest shareholder, although the shares slumped six months later, after several years of consistent growth, when missed targets coincided with the departure of then CEO Peter George.
On the new Ovato Slaven said, “Everyday, we deliver content across print and digital channels to millions of people in Australia, New Zealand and around the world. Our change to a unified brand unlocks new value for our clients, through greater collaboration, increased efficiency, and investments in innovative new technologies."
He highlighted the companys new capability in data and analytics business, through its exclusive partnership with Quantium He said, "For the first-time, this will allow us to deliver enhanced targeting and measurability to our print channels and campaigns, enabling our customers to see analytics and ROI metrics that are more akin to digital advertising.”
Ovato operates across Australia, New Zealand, the UK and India, and employs 2000 people across 21 sites. Its new ASX code will be OVT.