Corporate Publishing und Marketing Collaterals werden aus Sicht der B2B-Agentur INCREON weiterhin ihren Platz in der integrierten Markenkommunikation haben.

“Print is dead” and “Long live print” … These two statements can be read regularly in the media and are discussed by agencies. How print will develop in the future is open. The fact is that today and in the near future print media will retain their place in the communication mix. In addition, we humans are equipped with different senses. All of these senses want stimulation and experience – including the sense of touch. The haptic experience of a medium increases the bond, the length of stay, the memory, and in certain respects also credibility. We at the agency are convinced of this. Having seen something “in black on white” gives information a different emphasis than “just googled”.

Print-to-more: more efficiency for your print media

Print media can now be used much more effectively and synergies can be better exploited. Through the “print-to-more” approach, we implement print media in such an integrated way that they generate the best possible value for money.

Surely you are familiar with using QR codes on websites, for example, to access more detailed information available on print media. In the case of print media, all too often these links are simply placed at the end of the text. It is not uncommon for both the website and print medium to show the same or nearly the same content – varying only in the level of detail offered or perhaps with different wording. For the reader who follows the link, this is not very satisfactory. And for the company communicating, it is a missed opportunity to bind the interested reader even more strongly, to stimulate cross-selling, or to send additional brand messages.

We make the “print-to-more” approach go further. We understand the print medium with its contents as an iceberg floating in water. The print medium is the pinnacle of information and at the same time the basis for more: on the web, as an app, or somewhere else.

This approach is easier, cheaper, and faster to implement than one might think. Often the extra information is already available. Two examples: During an interview for a customer magazine, the camera can run right along with the interview, in order to be able to offer more multimedia content later. Or existing sales presentation slides provide the storyboard for the online multimedia presentation with sound.

“Print-to-more” thinks in an integrated way and considers the depth of possible information. This creates important added value for expensive print media. The value for money is right. The medium of print, which is in reality passive, thus creates more interactive and sustainable communication. This efficiency approach ensures the success of storytelling, content marketing, SEO campaigns, and much more.

As an agency, we support corporate publishing and the creation of marketing collateral across the entire spectrum – from conceptual design to acquiring advertisements, from editorial work to layout, and from production to distribution of the magazine to your readership.

Corporate publishing

The success of corporate publishing depends on professionalism: A good corporate medium not only offers exciting content, but also has an attractive design and credibly communicates information. It also profiles the brand and creates an emotional approach.

With a customer magazine, a customer newspaper, or a short customer newsletter, special target groups can be regularly and sustainably reached in an interesting and entertaining way. Regular customers are reaffirmed of the correctness of their decision for the company and its products. The company’s products and services speak for themselves to prospective new customers. Because the editorial staff of a corporate medium is neutral, the company, employees, partners, and setting present themselves in a positive and credible way. The emotional impact of the brand grows, creates trust, and ensures loyalty.

Brochures and annual reports

Despite digitalisation, marketing communication without printed matter in any form is unimaginable. Brochures, sales brochures, flyers, instruction manuals, invitations, and greeting cards are just a few examples of printed media, and the list goes on. Printed media still have their place. This is because holding something in one’s hand and reading it in black and white is more real to many people than seeing something on a monitor. This is why hardly any corporate communication can do without printed media.

Annual reports have a quality all of their own. They are aimed at a very heterogeneous readership, consisting of investors, shareholders, employees, journalists, and business partners, who can find compact information about the company in the report. The annual report must meet several requirements: It must pass on information in a very structured way. It must convey a feeling for the company and its values. It must maintain the tension between informational content and emotion.

In the case of brochures, annual reports, and other publications, the corporate design of the company forms the basis of the design and visual language. The corporate design also hierarchically structures the various print media from sales flyers to image-building brochures and thus determines the layout concept; for example, for the image level, general customer communication, and special product information. The result is a clear image of the company across all communication goals and that each medium contributes to the brand.


Catalogues are pure information: reference book, sales aid, sales generator. The product information is usually maintained in databases. When we create catalogues, we exploit all possibilities at the agency to combine technology with a catalogue design containing content that generates sales. Think PIM (Product Information Management), databases, and database publishing. The goal: Increased efficiency through faster catalogue production at lower costs.

We always start working on a catalogue – whether it is a product catalogue with text and images or a trade fair catalogue with text only – by analysing the existing stock of data. Where are which images and text contents stored in which format and how can the information be exported and used for generating creative content? If this is not yet possible at the time of analysis, it will be possible at the latest when we get to work on actually making the catalogue.

Then the possibilities of data integration into the desired catalogue design are explored. The layout is created and agreed on with our client. Next, the templates are programmed. The first standardised generation of the catalogue can then take place.

There are two advantages of this type of catalogue production: Firstly, changes can be made at short notice, even just before going to press. Secondly, the catalogue information can be output in various formats: for print production, as partial editions for individual catalogues, for the online catalogue or in a special search system, etc. And of course the data can also be used in its entirety for an online system.

We at the agency combine a well thought-out catalogue design with database publishing, which leads to our creating catalogues in a standardised way. This saves time and costs. There are also many different ways to apply and exploit the results.

Established printing partners in China

If you wish to establish your company in a culturally diversified market, one of the challenges is to find trustworthy local suppliers. This is especially important when it comes to printing and shipping your marketing materials. After all, consistent quality must be guaranteed in order to deliver high-quality products to customers and potential customers.

We know this is a challenge. With our many years of experience in China, we will find the right printing partner for your company.

Our printing partners offer the following services:

  • Offset printing (4C, spot colours) and finishing
  • Digital printing
  • Laminating and coating (oil varnish, foil)
  • Finishing
  • Customized production
  • Wire-back stitching and adhesive binding
  • Folding line for, for example, trifold
  • Punching, die-stamping, die cutting, with which folders or butterfly-shaped flyers can be produced