Press Association rebrands to target digital and non-media customers

Mark Johnson's picture
by Mark Johnson

The Press Association has been rebranded as PA Media, as part of the news agency’s plans to target a wider audience.

The company, which is headquartered in London and traditionally the UK's national news agency, said it is aiming to appeal to more digital and non-media customers with the move.

The new name is part of a wider brand refresh across the news agency’s parent company it said. PA Group becomes PA Media Group, while new branding is rolled out across the organisation’s portfolio of PA-branded businesses, including PA Images, the commercial picture arm, and PA Training, which provides courses for journalists and media professionals. 

An in-house team created a new suite of logos for the umbrella brand, PA Media Group, as well as PA Media, PA Images and PA Training.

News refresh: National news agency rebrands for the digital age

PA Media said it held workshops across the group, at the start of the process, which captured staff input to help shape the new designs. 

“Our new branding sets us up well for a digital future. The clean design works well in a range of digital environments and better reflects the modern, dynamic business that we are,” explained Marc Koskela, Head of Marketing at PA Media Group.

“It was important to retain a link to our heritage through the emphasis on ‘PA’. The honeycomb motif invokes the qualities of creativity, accuracy, immediacy and collaboration that exist within the wider Group. The hexagon also has a range of strong, design applications such as watermarks, picture collages, exhibition stands and much more.”

The branding is being rolled across the business, including PA Images and PA Training.

Over the last few years, PA has acquired a series of media companies in the data, tech, marketing and communications sectors, which forms part of its strategy to reduce its reliance on the traditional media sector. This includes supplying digital pure plays, betting sites, OOH advertising firms and corporates.

“Having a distinct umbrella brand enables us to better showcase the range of specialisms within the PA Media Group as we target a broader range of customers. The new brand structure will also accommodate organic growth within the organisation, as well as new business acquisitions,” added Clive Marshall, Chief Executive of PA Media Group.

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