In a strategic move from a “domestic news agency” to a “multimedia content business,” the UK Press Association has unified all its sub-brands under one main identity, HoldtheFrontPage.co.uk reported Thursday.

The PA hopes the unification will give customers a better understanding of the association's services, and has launched a new corporate Web site, pressassociation.co.uk, to showcase its offerings.

“By sharpening up the brand and introducing a new Web site we aim to increase our brand awareness amongst B2B customers and make it easier for us to showcase our services, particularly to the digital markets,” said Paul Potts, executive chairman of the PA Group, according to HoldtheFrontPage.co.uk.