Industry Giants Signal a Shift

By | May 30, 2012

Marketers’ demand for cross-media marketing services is certainly propelling a transition. Recent actions taken by two industry giants – R.R. Donnelley and Transcontinental – send a clear signal that the move to crossmedia marketing services is firmly taking hold. While a number of smaller firms have already made the cross-media transition, activities by large, publically-held companies are amplifying the message… print combined with other media options increases engagement and improves results!

R.R. Donnelley

Chicago-based R.R. Donnelley (RRD) used quick response (QR) codes – mobile two-dimensional (2D) barcodes – in its 2010 annual report to demonstrate to its investors and the financial community that printed materials can interact with other media forms. The report also served as a testament to how the company is creating integrated communications that use print as a gateway to interact with other media types. The report foreshadows things to come from the company, as the project’s cross-media  component was executed by Nimblefish, a recent R.R. Donnelley acquisition.

RRD purchased Nimblefish to expand its range of cross-media marketing services. Nimblefish’s services include direct mail, e-mail, Web, personalized URLs, and variable video. In a statement announcing the deal, R.R. Donnelley President and CEO Thomas J. Quinlan III commented, “Nimblefish will increase the range of multi-channel solutions that we provide to our customers. This (acquisition) will leverage our extensive digital platform, which offers the ability to personalize communications in quantities from one to millions.”

Transcontinental

Montreal-based Transcontinental has been steadily acquiring cross-media companies and has grouped those entities under the Transcontinental Interactive moniker. The unit currently has nearly 1,000 employees in Canada and the U.S. and generated revenues of Can$123.3 million in 2010. Interactive services accounted for close to 10% of the company’s overall sales in 2010 and helped drive an increase of nearly 35% in digital revenues for its media sector. Transcontinental Interactive offers marketing strategy and planning services, data analytics, premedia services, online direct marketing, one-to-one marketing, mobile marketing, and custom communications, including custom publishing and digital printing of marketing products.

Share this post