The new identity, called Inspired Conversations, aims to connect advertisers more closely with IPC’s editorial content, which engages with 26 million adults in print every year according to the publisher.
It is the first time IPC has established an explicit advertising positioning.
The move is a reaction to requests from media agencies for a clearer mission statement for the publishing group, which has more than 60 media brands including Woman's Weekly, Nuts, Now, InStyle and Decanter.
As part of the new identity IPC is introducing four new ad products. Two have already launched and two will be unveiled in the coming weeks.
Last week, the media owner launched, Amplify, a digital ad product that combines editorial content with ad creative, while Social Catalyst, which allows marketers to tap into IPC's social media influence, went live earlier this year.
IPC will also work with advertising partners on two research initiatives, which will explore how consumers engage with brands, content and advertising across all platforms.
Charlie Meredith, the managing director of IPC Advertising, has led the repositioning.
Meredith said: "The media environment is increasingly complicated. We have new competitors plus media consumption and consumer behaviour is changing rapidly across new and developing platforms. We have a big and complex business across many markets. So, it’s crucial that we are really clear about what we offer to the market."
The publisher’s editorial teams will also offer a content creation service to advertisers. Content can be used on clients’ owned and earned channels, either with IPC branding or in a white label format. A roadshow will visit media agencies around the UK from this afternoon to introduce the new positioning.
"We also talked to agencies and clients about what they needed from us, and they confirmed what we already knew – that we need a single identity that instantly captures IPC’s market offer in the eyes of advertisers, playing to our strengths while at the same time being a statement of intent."