U.S.-based print and marketing services group Quad/Graphics is launching a new business dedicated to personalized promotional items. The Wisconsin-based printing giant, active in 14 countries and forecasting sales of $2.7 billion by 2024, aims to capture a share of a market estimated at $26.6 billion, by offering simplified management of branded merchandise programs.
This new division, called Branded Solutions, will cover all needs related to communication objects: corporate textiles, customer gifts, items for trade shows or internal operations. The service is based on an integrated chain, from supplier selection to distribution, including compliance with graphic charters and quality monitoring.
Relieve marketing teams under pressure
According to Quad/Graphics figures, 77% of marketing managers feel that their environment has become too complex to manage this type of media effectively. By proposing a single point of entry, Quad aims to simplify management and enhance the clarity of the actions undertaken.
Oliver Kimberley, Managing Director of the Managed Services division, which initiated the project, stresses the symbolic importance of these objects: "They are extensions of the brand's history, both in the marketplace and internally." He also points out that a lack of resources often prevents teams from integrating these media into their overall strategy.
Repositioning in line with Group strategy
This announcement comes just a few days after the finalization of the sale of Quad's European activities to the German investment fund Capmont . The transaction, concluded for 41 million euros, involved all Quad/Graphics Europe production, agency and service sites, excluding shared support. The American company indicated that it intended to use part of the funds to strengthen its offering in the Americas, particularly in higher value-added services linked to its integrated marketing platform.
The creation of Branded Solutions seems to be in line with this logic: refocusing on the North American market and investing in hybrid solutions combining production, consulting and marketing. Quad, which employs over 12,000 people in 14 countries, sees this diversification as a natural extension of its strategy to simplify the customer journey and optimize brand consistency across all channels.
