Quad/Graphics Launches Media Solutions Division
David Ward, San Diego
Thursday, March 29, 2012
Quad/Graphics has become the latest major US printer to unveil a cross-media strategy, following the formation of Quad/Graphics Media Solutions, which it said would help customers better leverage emerging mobile and digital platforms.
In an interview with PrintWeek, Qaud/Graphics Solutions executive director Chris Pryor said the company has established 15 media centers in the US and Poland.
He added: "We aim to be the single source for solutions that help our customers communicate their brand consistently across multiple channels. The introduction of the group is in response to changing customer needs.
"Print’s role in our clients' marketing mix is evolving. Marketers and publishers who leverage customer information to consistently deliver relevant and timely brand messages through the right channel mix are the ones who succeed."
Media Solutions services are based on a create, optimize, connect solutions set. The company's 'create' services will include brand strategy, creative development, photography, video and computer-generated imaging. Its 'optimize' services include content management, dynamic web imaging, pre-media production, page production, color production and workflow strategy. 'Connect' services includes channel-deployment strategies, multi-platform digital editions, tablet and mobile apps and custom apps.
There will also be a heavy emphasis on interactive print with QR codes, variable QR codes, image recognition, augmented reality and near-field communications.
"We believe digital media, and mobile technologies in particular, can drive print opportunities," said Pryor.
"Print is an extremely relevant part of nearly every marketing mix. It produces high response rates and is still the preferred medium in our primary markets. At Quad/Graphics, we’re redefining print, expanding its relevancy, increasing its value for clients and, in the process, fueling the success of our business."
Quad/Graphics President and chief executive Joel Quadracci added: "Our new Media Solutions group reflects our continuing commitment to redefine print and make it even more relevant in a fast-changing multichannel world. Our customers are challenged by the explosive growth of new channels and we are ideally positioned to help. Our integrated services approach extends our traditional strengths in print into web, mobile, e-mail, e-reader, tablet, in-store and emerging channels."