Agencies merge under Zibrant umbrella

Zibrant is the new name of the group of companies that includes IBR, Illico, mrm and McGarvey Russell. Following a six-month strategic review of the companies’ profile, internal practices and business ethos, Zibrant was formed to bring all four companies under one umbrella brand. “In our old form, the group of companies offered four different services and had four very different cultures,” said Zibrant events and communications director Chris Parnham. “Yet we had no common name and had many divisions that were duplicated, such as business development, IT and finance.” While IBR is renowned for being a venue-finder, Illico for offering event production, mrm for loyalty schemes and McGarvey Russell for specialising in international events and travel, the Zibrant brand will now reiterate the fact that the company provides a one-stop shop for corporate event organisers. “Clients can now come to Zibrant for all their event needs rather than have to refer to four different companies,” said Parnham. A single new business team headed up by IBR’s sales and marketing director Fay Sharpe has now been put in place to secure new business for all four divisions. “The new brand will allow us to go out there and secure new business by offering clients a one-stop shop,” said Parnham. “For those existing clients with whom we already have close relationships, they will continue to liaise with their usual contacts and the four separate brands will be around as long as the clients want to remember them. But over time, Zibrant will become the dominant brand.”

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