The two businesses have been working as associated but separate brands since Konica Minolta acquired Indicia in 2014, however, strategically, they have been growing closer together to deliver more joined-up services for clients, that include Stanley Black & Decker, Heineken, Unilever and Nissan.
Founded in 2000 as direct and digital agency Entire, Indicia was formed following the merger with marketing services provider MarketingDatabasics in January 2010.
The group claims the latest merger means it can now “promise both efficiencies and effectiveness in every response” to its clients, by driving the effectiveness of an intelligence-led communication agency with the efficiencies of a global production powerhouse.
Indicia Worldwide insists it is entering the market as a response to the biggest challenge in marketing: as brands push to be more efficient, the effectiveness of marketing communications is falling through the floor.
Particularly as brands, looking to protect their media investment, are rapidly moving focus and investment online. The resulting wastage in time and money on minimal returns in engagement and sales continues to erode the trust businesses have in marketing, the agency claims.
In a statement, the company said: “In the midst of this pressure, marketers’ jobs are consumed by managing chaos – suppliers, stakeholders, data and more. It’s frustrating, stressful, thankless. The model needs to change – and that’s what Indicia Worldwide does.”
In the new leadership team, Konica Minolta chief executive Yves Rogivue becomes global CEO of Indicia Worldwide, Indicia founder Ian Stockley takes on the role of global chief strategy officer, Matt Wright is global agency managing director, Harris Atkins is CEO of North America, and Alan Thorpe is sales and marketing director EMEA.
Rogivue (pictured) explained: “Indicia Worldwide brings together the required skills and processes, underpinned by proprietary technology, to create a lower cost and faster activation of marketing across communication channels and a consistency in adaptation across the globe.
“And our expertise in data-led intelligence unlocks insights into strategic and creative thinking. This allows us to create more effective communications to a clear strategy by understanding consumer needs and behaviours and, most importantly, by delivering excellent execution.”