MARTIN RUDA
Managing director The TALL Group
I’m not even sure
we deal with people
who have print buying in
their job titles anymore.
But that’s a positive,
because it gives us an
opportunity to have
proper conversations”
Paul Manning Rapidity
get through on R&D credits if you monitor
everything, even product development
meetings.
FS I might have a lot of meetings next week.
Laughter.
Mike mentioned becoming a consultant
earlier, do you think that’s an opportunity. I
mean we talk about innovation, but it could
just be something that is new to a client, it
doesn’t mean it’s not tried and tested elsewhere,
but you’re understanding their needs
to find that solution.
PM By default, we’re becoming consultants. I’m
not even sure we deal with people who have
print buying in their job titles anymore. But
that’s a positive, because it gives us an opportunity
to have proper conversations and it’s more
consultative-led.
FS That’s where there’s a massive change and
that’s where the value really is. But no one’s
charging for it. Thinking about it, maybe there
will be a time where the printers actually do
the artwork?
MM I think digital fatigue will represent
another opportunity too.
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FENTON SMITH
Managing director Boss Print
DM People are moving towards “experience”,
they’re moving towards being enveloped in
things, and print is part of that. Nowadays, if
you get something that has been printed, as a
consumer, there’s a perception someone has
valued you and you’re more likely to engage
with their product as a result.
AE We’ve turned it on its head with training
days. So, for my biggest client I deal with a
print buyer, she’s been there for years and now
we deal with the campaign teams direct to run
the jobs, and, so, we have got 12 marketing
execs in the factory, walked them through the
entire process. And that’s how you get through
to the next generation of marketers. They see
print, they like print, they engage with it and,
guess what, they then do more of it. If you look
at the content that JICmail does, that’s really
exciting and great to put in front of clients.
And let’s get excited about print, because if we
don’t, you can bet the clients won’t.
RC The work Two Sides produces is great too.
We’re actually putting paper wrapping in next
month, and people just seem to engage with it
straight away, because it’s a paper-based product
as opposed to poly.
PM Anti-plastic innovations are massive at the
moment.
And that’s an instance where it’s the consumer
driving innovation.
AE I think attending industry events is another
great place to get inspiration, I’m going to a
DMA event on neuroscience – you just don’t
know what you will learn from these things.
The big question is, who should pay for innovations
though – you touched on it earlier? Is
it a chargeable service, because in most
industries it probably would be?
FS I don’t know, that’s been bugging me for the
last few years. Because you can solve
everything, you get given a pile of rubbish and
a few crazy ideas, and then you end up with
this beautiful thing at the end. But you didn’t
charge for any design or artworking.
23
April & May 2020 Printweek
DAVID MAY
Managing director Empress Litho
an account executive and account manager.
HP at one time had a team targeting agencies,
but it feels like we’re now having to paddle
alone.
PJ We still have a branding team who talk to the
HP equivalents in various industries that are
the leaders around innovation, but we’ve
learned that it’s more effective to speak to the
tier below that for the biggest win for commercial
print.
What about collaboration, printers joining
forces to bang the drum for print?
PJ Before the guys answer, we operate across
EMEA in our bit of HP and the UK is definitely
the most collaborative market with the most
collaborative culture. What do you guys think?
DM It doesn’t feel like it. But I guess we collaborate
with people we know. But I’m never happier
than when I’m looking around someone
else’s factory, it’s really interesting
And you let people look around Empress?
DM Absolutely.
MR Some people, some organisations are naturally
very open. What I think that the industry
could and should do more of is understand,
collectively, the direction that clients’ sectors
are going in and what added value is going to
be required in five years’ time, 10 years’ time
and so on.
And what are the innovation blockers?
PM Someone saying ‘but this how we’ve always
done it’. Going back to what David said though,
I’ve got a good little network of people I can
pick up the phone to.
MR Sometimes you have to be brave to try
something. When I was part of a large
American organisation, they had a great philosophy:
if it’s not going to sink the ship, then
do it. But a lot of organisations will not try
something new because they’re afraid to fail.
AE It’s also amazing what you can legitimately ➔