IDG Puts Marketing Emphasis on Global Corporate Reach
A company famous for autonomous brands is shifting gears.
Tech-media giant IDG—famous for its decentralized structure where brands operate as separate semi-autonomous companies—this week moved decidedly in the other direction, launching a first ever companywide branding initiative.
The initiative is intended to shift the emphasis in marketing from the company's brands, many of them among the most famous in the world, such as CIO, ComputerWorld, PCWorld and MacWorld, to a focus on a single company with a global reach.
“IDG is speaking to the market with a single, powerful voice that better reflects who we are today: the new model of a media company,” said IDG CMO Josh London in a company statement. “By unifying our marketing globally, we’re making it easier for customers to understand IDG’s singular ability to influence and engage the most powerful audience of tech buyers in the world.”
The company also created a new tagline—“Insights, Intent & Engagement”—that it says highlights the ability to connect the world of tech buyers. "IDG bridges the worlds of art and science through its intimate knowledge of technology media, leveraging its 50 years of editorial expertise, creating engaging content that accelerates purchasing and deepens engagement, and reaching the best buyers at the optimal time with its data-driven approach," the statement said.
Behind what is a fundamental change in IDG's approach is the changing competitive landscape in media, and a shift in the industry's business model, in tech media particularly, toward a lead-generation emphasis.
“IDG has made the leap from traditional publisher to data-driven media and marketing machine, with nearly 90 percent of our revenues driven by our digital capabilities,” said IDG CEO Michael Friedenberg in the company statement. “Our new brand campaign reflects how IDG’s relevance to its readers and customers only gets stronger.”
IDG has always had a global focus, having spent the last two or three decades launching versions of its titles in markets around the world. The week's branding initiative emphasizes that as well. "As commerce has become increasingly borderless, marketers need to reach their best customers and prospects across brand and geographic boundaries," the statement said. "CMOs, tasked with driving growth in their organizations, need a partner that can deliver premium audiences with purchase intent across the world, whether that’s CIOs in Paris, Texas, or Paris, France. With a platform approach to services, IDG’s capabilities across media, data and marketing services and its deep domain expertise offers marketers incredibly specific targeting in a consistent manner across the globe."