Contract Publisher BLA Rebrands As Citrus

BLA, contract publisher for companies including Ford and NatWest, has repositioned itself as a ‘new generation of customer publishing agency’ under the name Citrus. Under the strapline ‘thinking with a twist’, Citrus is to apply the techniques of relationship marketing and customer relationship management theory to customer magazines.

Commenting on the creation of Citrus, managing director, Simon Chappell, says: “Rather than approach our customer magazines with traditional thinking, we will work with our clients to adopt a more creative approach, focused on how we can continually improve results. Our agency structure will put us at the forefront of developing mechanisms for targeting customer needs via magazines and the Citrus structure will support our clients as they continue to develop more sophisticated methods for managing customer relationships.”

This new agency-style structure sees the creation of account director roles supported by a planning function headed by communications planning director, Julian Downing. Citrus says that the realignment of BLA’s structure is the result of listening to existing clients.

Citrus is also moving into the online world and plans to offer clients knowledge of taking magazines to the internet; its plans include the development of customer ‘netzines’. As part of these plans, Citrus has created a website at www.citruspublishing.com.

The creation of Citrus is being promoted by a campaign encompassing above the line advertising, direct marketing and ads in the Times today and tomorrow.

Citrus Publishing: 020 7577 9300