Bertelsmann Renames Its Services And Printing Divisions

Bertelsmann is renaming its services and printing businesses. Arvato Bertelsmann has been renamed Arvato Group, and the Bertelsmann Printing Group has been realigned and will henceforth operate under its new name, Bertelsmann Marketing Services. The content agency Territory and the employer branding specialist Embrace have also been reallocated.

Bertelsmann is renaming two of its seven corporate divisions. The services business Arvato Bertelsmann will be known as Arvato Group from now on, while the direct marketing and printing activities, formerly Bertelsmann Printing Group, will do business under the umbrella brand Bertelsmann Marketing Services as of today.

Bertelsmann Chairman & CEO Thomas Rabe said: “In recent years, Bertelsmann has successfully refocused its global services businesses. Alongside RTL Group and Penguin Random House, the Arvato Group is one of the Group’s three major revenue pillars.” Arvato Group operates in more than 40 countries. Its clients include prominent providers in telecommunications and utilities, banking and insurance, as well as fashion, e-commerce, IT and Internet.

Rabe added: “Since the founding of Bertelsmann Printing Group in 2016, the market has changed significantly. The division has long pooled not only Bertelsmann’s printing activities, but also our marketing services. The new name reflects the complete spectrum of the division’s business.” Bertelsmann Marketing Services CEO Dirk Kemmerer said: “The new umbrella brand Bertelsmann Marketing Services better reflects our present and future services. Going forward, our business unit will offer even more one-stop direct-marketing and printing activities. Book- and marketing-driven offset will remain a core business.”

As part of the rebranding, the content agency Territory and the employer branding specialist Embrace have been reallocated within the Bertelsmann Group portfolio. Territory, with its more than 800 employees, will be integrated into the Bertelsmann Marketing Services unit. Territory’s recruiting and employer branding services, which are grouped under the Embrace brand, will be spun off from the agency and transferred to the Bertelsmann Investments division. They will become part of the division’s Bertelsmann Next growth program, with a focus on HR tech.