Adare's 3-Year Global Print Deal With Tie Rack

Adare will be supplying 240 stores across 26 countries for global clothing accessories retailer, Tie Rack, with a three-year contract with for the company's marketing communications.

Italian-owned Tie Rack, which sells ties, scarves and fashion accessories, will work with what the UK's Adare described as a bespoke system of the company's that will provide greater control for future campaigns, as well as providing cost savings.

The Marketing Communications Centre or MC2, as Adare has branded it, is a portal designed by Adare, which is claimed to provide complete management of the marketing communications process from creative concepts to store delivery.

MC2 is described by the company as a modular toolkit that combines store profiling, campaign planning and management, online proofing of creative work and digital asset management and print sourcing.

Print sourcing will be facilitated through P2, Adare's e-procurement system that is said to combine five procurement practices - fulfilment, distribution and real-time tracking for all marketing and POS collateral.

Alistair Cane, executive director for strategic solutions at Adare, said: "MC2 will give Tie Rack's marketing team greater control over the whole in-store campaign process.

With an expanding global network approaching 300 stores across the world, Tie Rack needed an on-line system that would bring together its marketing communications tools centrally, whilst giving accessibility to regional and stores managers at a local level." He continued: "MC2 will significantly streamline the process for getting new campaigns in to stores, giving Tie Rack greater flexibility over these key time critical campaigns.

Through MC2's integrated digital asset management and online proofing capabilities we'll also improve the central control for the brand.

In addition, the P2 sourcing module will provide real cost savings within the overall concept-to-store supply chain - giving precious time and marketing budget back to the marketers." Adare said it will audit all Tie Rack stores globally, creating an up to date store profile database to determine optimum and accurate POS requirements.

According to the comany, MC2 will allow regional managers to update store profiles online, making the group's planned store expansion as easy as possible.

MC2 will also give store managers access to online campaign briefing details, as well as giving them real-time tracking of campaign material so that they can manage scale-outs more effectively.

Adare will also manage all campaign fulfilment and distribution from its Midlands logistics centre to ensure that accurate quantities of POS and printed materials reach the correct stores, at the right time and in pristine condition.

Sara Carter, marketing director at Tie Rack, explained: "This is a key strategic development for Tie Rack and a system that will enable us to work more efficiently, channelling our expertise in to delivering our core marketing objectives, safe in the knowledge that we have the right partner in Adare to execute our campaigns.

MC2 will change the way we work and Adare has created a complete marketing communications system that really works for our business." Cane concluded: "We are delighted to have the opportunity to work with Sara and her team at Tie Rack and look forward to making their lives a little bit easier every day.

On the wider front, Adare continues to deliver technology that is changing the way our clients operate.

More our clients are looking to our core skill-set of creative services, data services and systems, multi-media communications and e-sourcing to help them streamline the way they work, change the way they communicate with customers and to drive maximum benefit from their marketing budgets." Adare added that the Tie Rack contract follows a period of development for the company, including the new multimedia Customer Communications Centre and the opening of six offices across Europe.

The company has also been confirmed as one of six short-listed agencies in the Design Business Association (DBA) annual awards and for the second year running has featured in The Sunday Times Top Track 250.

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