Motivate signs joint venture with on product publishing

Motivate's Ian Fairservice said "the OPP invention is a unique idea that has proven itself worldwide as a new media channel."

The patented invention, now called Labelzine™, was developed by On Product Publishing in 2004, launched to market in 2006 in Australia and now extends beyond the original concept to publishing on multiple forms of consumer good packaging including bottles, cereal packets and other packaging.

After winning two international awards in 2006 the concept attracted the interest of the world's largest FMCG companies and in 2007 saw magazines on products in several countries, including with Coca Cola in Belgium and Germany and Tetra Pak in Switzerland.

OPP Chief Executive Officer Alex McKinnon, on signing the deal with Ian Fairservice in Dubai this week, said "Motivate is the perfect partner for us as they share the common vision of OPP as an exciting new media channel."

Mr McKinnon said "Motivate's success and excellent reputation in the Middle East will underpin a successful roll out of OPP in the region.

"We now have significant interest from clients to move into the Middle East market and Motivate's reach and infrastructure allows us to execute these opportunities quickly and effectively."

The joint venture, called "Motivate OPP Middle East" will be headed by Thomas Kelly and will operate from Dubai and already has a number of projects in the pipeline for 2008.