Independent News & Media has embarked on a new marketing campaign to reflect the company's new brand refresh that includes a new INM corporate logo and sales collateral.

"We Make Media" is the theme of the campaign and it highlights the company's drive to integrate traditional and online media to improve communication channels with current and potential advertisers. The marketing initiative references the creativity and expertise within INM that goes into making the experiences for customers, whilst driving the goals of the sales teams across the group.

The company identified three challenges that led to this brand refresh including band perception, demonstration of creativity and the expansion of its advertising offering.

Following extensive market research, an overview of the advertising space and the restructuring and re-training of the sales team, the campaign sets out to showcase people and the passion with INM; showcase the creativity within the company and review the brand architecture.

"The aim of this campaign is to position INM as a personable, creative, and agile brand that collaborates with marketers to create successful bespoke advertising campaigns," says Lia Bresnihan, head of marketing for digital.

"We bring our people to the forefront by using imagery of the staff as the leading imagery for the campaign. In today's hyper-transparent, global, cross-platform and social world, a brand is a very difficult thing to control.  What people say about your business is a key factor of your brand.  With the current internal restructure, advertising campaign and brand refresh INM is on a journey that aims to increase the positive stories being told by both staff and its advertisers," she adds.

The advertising campaign, which launched this week and includes several media firsts, will run across print, digital, social media, and includes an extensive content marketing strategy.