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INDUSTRY NEWS
New merchandise-led agency a
BrandInc
response to client demands
Chris
Lee chosen for
branded
The £168million publicly-quoted Colgate Palmolive, and ITV. skill-sets,
4imprint Group plc has mounted a Brand Addition will now operate as a specialist
holiday
major brand alignment programme new kind of creative marketing knowledge,
which will see three 4imprint-owned communications agency. It will experience
merchandise
promotions companies merging to specialise in strategically supporting and
form Brand Addition, a £50m the development of its clients’ brands resources of all TUI UK - parent company of Thomson
marketing communications agency. by creating and producing bespoke three businesses, and First Choice - is introducing a
The three companies are London- branded merchandise that work as a the new agency new promotional products strategy
based Product Plus International memorable, physical medium to help will be uniquely for 2010 and has appointed branding
(PPI), Kreyer Promotion Services of communicate brand values. placed to consultancy BrandInc to create,
Hagen, Germany, and Manchester- According to Brand Addition CEO provide a single- design and manufacture a
based branded merchandise specialist Chris Lee, the move to create a new source creative completely new collection of branded
Brand Addition. The new agency was kind of merchandise-led marketing solution capable merchandise for its Summer 2010
launched on January 1. communications agency has been of meeting any consumer promotions.
Product Plus International (PPI), is driven by client demand. kind of brand marketing or corporate BrandInc will produce dedicated
one of Europe’s leading specialist He says: “With companies communications objective.” promotional merchandise for each of
premium sourcing companies and a increasingly questioning their He says: “We’re proud of the TUI UK’s leading holiday brands –
pioneer of promotional sourcing in marketing mix, they are placing a achievements of PPI, Kreyer and including Thomson, First Choice, and
the UK in the early 1980s. greater emphasis on strategic Brand Addition as they are today. But Simply Travel.
PPI has specialised in bridging the branded merchandise as a cost- by working together more closely as Jill Cunningham, brand and customer
gap between sales promotion, effective alternative medium for a substantial single entity, we believe communications manager at TUI UK,
product design and bespoke communicating their brand values. we can build on each company’s said: “We’ve changed our strategy
manufacturing for more than 25 “As a result, our clients are seeking heritage, evolve our capabilities, and on promotional products, shifting the
years. It produces tailor-made support that requires skills which can achieve even more for our clients. focus from producing materials that
promotional products – from event- only be delivered across all of the “The names may be changing, but were primarily used during
related merchandise to large services provided by PPI, Kreyer and the quality and experience of our customers’ holidays to materials that
consumer promotions – for clients Brand Addition.” account teams and specialist services will be used on their return home. It
such as DeWalt, Clarins, Paramount, Lee adds: “By combining the different will remain the same.” adds value to the items and
increases our brand awareness to a
Coolactive Wind of change as Adelco
wider market.”
Adrian Ferrand, general manager of
Thermocool launch new Kornit Breeze
BrandInc, and a board director of the
British Promotional Merchandise
Association (bpma), said: “TUI UK
Coolactive the performance The New Kornit Breeze direct on as an Industrial, high output machine have asked us to create an exclusive
leisurewear brand has introduced garment digital printer manufacturer. promotional product range designed
Thermocool technology into its 2010 was due to be Kornit to help build brand awareness and
collection. launched at the have convey the core values of their
Thermocool is a multi-functional and ISS show in already brands. All of the branded products
ecological evolution born from Long Beach taken are completely functional, so they are
Advansa’s technological experiences USA as orders more likely to be used and retained
of modified cross section fibres and is Printwear & for more by recipients as a permanent
being used by the likes of Asics in the Promotion than 30 reminder of their holiday.”
performance sportswear market. went to machines Specially created by BrandInc’s in-
When the user is hot and perspiring, press. and since the house design team, the bespoke
the fabric provides evaporative According to Breeze will not promotional items will include adult
cooling, keeping the user cool and Adelco, it is the first be available for and children’s T shirts, polo shirts
comfortable. When the user is cold, digital garment installation and caps for First Choice, First Choice
the fabric reduces the exposure impact printer to enable the until April Holiday Villages and Thomson’s
with external temperatures, keeping printing of under 2010, they are premier brand Thomson Gold – as
the user warm and thermo regulated. base white and asking well as hats and T-shirts for TUI UK’s
“The technical qualities of the CMYK colours at the customers to submit travel-only package holiday brand
Thermocool fabrics ensure that same time from a single an “application of Simply Travel.
Coolactive products keep the brand at print head array. This greatly interest” so that they TUI UK is also underlining its
the forefront of fabric technology. In increases the print output of the can be added to the waiting list for emphasis on family holidays by
tests performed by ADVANSA the machine while reducing the floor the earliest possible delivery dates. asking BrandInc to create a new
wicking properties were shown to space required. Mark Smith from Adelco, Kornits’ range of branded items for children.
perform 48% better than other The Breeze provides a lower cost distributor for the UK and Ireland These items will feature distinctive
performance fabrics and 53% better entry capability to the Kornit range stated: “The launch of the New branding for each of the resort-based
on evaporative cooling,” says while maintaining the Industrial Kornit Breeze has been long-awaited Kids Club sub-brands operated by
Coolactives’ John Oldfield. “Spectra” print head array and and I have been receiving enquires in both Thomson and First Choice.
“Our collection which includes men's automatic, on line Pre-treatment the UK for some time, even before BrandInc will also design and
and women's performance tees, vests, already used on the higher end Kornit the official launch. There are existing produce a Rookie Lifeguard T shirt
sweats, pants and base layer product 931 and 932 machines. companies in the UK that have which will be awarded to eight to 15
offers premium technology at The new machine will utilise similar expressed an intention to purchase year olds when they pass a lifesaving
competitive prices.” water-based inks with Oekotex once openly available." and water safety course at their
Coolactive stockists include UKL Ltd approval that will provide the lower For more information contact Adelco Thomson or First Choice holiday
and BTC activewear. print costs that Kornit are known for on 01420 488388 resort.
| 12 | February 2010 www.printwearandpromotion.co.uk
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