POP European consists of Augustus Martin of the UK, Print & Display of Belgium, Kürten & Lechner (K+L Druck) of Germany and Litorama of Italy.

"All four firms work locally for international brands and more and more brands want to purchase on a more international level," said Print & Display general manager and chairman of POP European Christian Duyckaerts. "The idea came about from listening to our clients."

Duyckaerts added that the move to formalised agreements that had been in place before when clients had wanted work delivered locally but centrally managed.

"We're seeing a rationalisation across Europe by brands and an expansion geographically by retailers and at the moment there is no centralised resource for print buying," said Augustus Martin group sales director Daniel Pattison. "POP European provides a joined up resource for pan-European campaigns."

It will offer indoor and outdoor printed communications both below the line and above the line and onto paper, board and plastic substrates.

The firm has appointed Dimitri Hoebreckx, who was formerly with print management firm HH Associates, as business development director.

"We can offer deep retail knowledge and 3D design, and even go one step further to re-engineer designs that could be produced better."

Pattison added "There are lots of complementary skills within the group that we can share, but fundamentally all are experts in POS, POP and outdoor. These are all serious players and together we have 820 employees 20 litho presses, 14 digital presses and six screen presses."

He said POP European had already been asked to tender for jobs that wouldn't have been open to any member alone.

POP European is in discussion with potential partners in other regions including Sweden, Spain and the Baltic.