Irish Printer Issue 1 2021

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ROSTR IRELANUM DESIGN DEDIC D’S FIRST , STRUCATED DESIG TURAL IS BRIN AGENCY, SOMETNGING THE PRHING NEW INT SE TO CTOR

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ISSUE 1 2021

04 News

A look at what’s happening in the print industry

07 Not all antimicrobial coatings and products are created equal

With more antibacterial and antimicrobial products being used, users need to choose carefully in order to achieve maximum protection

10 New year, new opportunities

Just before Christmas, Heidelberg UK announced the opening of its new Irish subsidiary. Ryan Miles, MD at Heidelberg UK and Heidelberg Graphic Equipment Ireland, talks to Irish Printer about the new venture

17 Talking to…

Rostrum Design

Mark Needham and Jamie Flett, aka Rostrum Design, are bringing something new to Ireland’s print sector

12 Print works (but we have a problem)

Canon’s latest insight report takes a look at print’s reputation problem and why measurability is its Achilles’ heel

22 Technology

Have you got a new piece of printing technology but no immediate clients to use it? Silas Amos outlines five ways to persuade a client to be bold with their print

24 The Last Word

Tony and Patricia Walsh are building houses for their employees in Castleisland, Co Kerry

IRISH PRINTER

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Welcome to issue 1 of Irish Printer for 2021.

Heidelberg’s new Irish subsidiary, Heidelberg Graphic Equipment Ireland, opened just before Christmas. It will, says MD Ryan Miles, allow the company to compete for new business in Ireland and have more control of its business activities in the post-Brexit, post-Covid market. In our interview with Miles, he talks about how much the print sector has changed and how further change will dominate the industry over the next 10 years. Mergers will result in less manufacturers and printers but those who adopt new technologies will thrive. The opportunities to grow are out there, he says, but it takes a leap of faith to implement changes that may seem extreme.

For more on Heidelberg’s plans for the Irish market, turn to page 10.

For this issue, our cover story is focused on Rostrum Design, a newly-established structural design agency that’s set to shake up the sector. Rostrum Design is the first independent structural design firm in Ireland and the UK to offer clients greater control of their keylines; essentially they give clients freedom and ownership over their designs. Although it’s early days for co-founders Jamie Flett and Mark Needham, Rostrum Design is already gaining traction in the industry. Once Covid’s impact begins to lessen, the duo plan on growing both staff numbers and clients. For more on Rostrum Design, go to page 17.

Down in Co Kerry, Tony Walsh’s remit has expanded beyond printing and now includes housebuilding. He and his wife Patricia have built homes for Walsh Colour Print employees in Castleisland.

As well as retaining staff, he says, it’s a great way of attracting new people to the company. Turn to page 24 for more on Tony’s ambitious plans.

Editor: Denise Maguire Email: editor@irishprinter.ie Creative Director: Jane Matthews Designer: Anna Wesolowska Production: Ciara Murray Contact: Irish Printer, Ashville Media Group, Unit 55, Park West Road, Park West, Dublin 12, D12 X9F Tel: (01) 432 2200 Web: www.irishprinter.ie McGowans Print Printed by: Printed on: HP Indigo 10000 using Novatech paper supplied by Antalis.

All rights reserved. Every care has been taken to ensure that the information contained in this magazine is accurate.

The publishers cannot, however, accept responsibility for errors or omissions.

Reproduction by any means in whole or in part without the permission of the publisher is prohibited. © Ashville Media Group 2021. All discounts, promotions and competitions contained in this magazine are run independently of Irish Printer. The promoter/advertiser is responsible for honouring the prize.

ISSN 0790-2026

As always, we’d love to hear from you. If you have any thoughts on this issue, please drop us a line at editor@irishprinter.ie. Enjoy!

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IRISH PRINTER

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NEWS Brian Fenelon – AN APPRECIATION

In the small world that is printing in Ireland, many will be shocked and saddened by the untimely death of Brian Fenelon at the young age of 60. Brian started his career with an apprenticeship at Brindley Dollard before joining Hudson Killeen in 1982 where he quickly adapted to the standards of quality and productivity that were marking out the company in its early years.

Anxious to progress and make a new life, Brian along with his young wife, Colette, set out for Canada in 1989 where he gained invaluable experience in printing, particularly on four-colour presses which were not so common in Ireland in those years.

His return to Ireland in 1992 coincided with Hudson Killeen’s expansion to new premises in Dublin Industrial Estate and the installation of its second multi-unit press, so it was a natural and perfect fit for him to rejoin the company.

In the years that followed, Brian rose to supervisory and production management positions. His keen eye for detail and appreciation of customer requirements contributed in no small way to the company’s growing reputation. He dealt fairly and reasonably with staff and also brought these qualities, together with his good humour, to his dealings with customers, suppliers and subcontractors of trade services.

Following the closure of Hudson Killeen in 2014, he set up a home renovation/decorating service and once more his personal qualities came to the fore in building a base of highly satisfied customers.

Sadly, sudden ill-health intervened after a short time to bring his enterprise to a close.

In his personal life, Brian was an outstanding husband to Colette and father to Kyle and Megan and a much-loved brother to five wonderful sisters including Maria Boylan (Print Media Services) and the late Patricia Killeen. Socially and on the golf course he was always a pleasure to be with, while his signature smile would light up any room. He will be greatly missed by his wide circle of extended family, friends and former colleagues.

Jim Hudson

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NEWS Avery Dennison ADVANCES SUSTAINABILITY ACTIONS IN 2020 Avery Dennison has announced a series of actions to further its sustainability efforts. The company recently

OTHER ACTIONS INCLUDE: • Defining Environmental, Social and Governance (ESG) policies and metrics as part of its ESG Download to clearly link sustainability to the company’s business strategy.

received markedly improved scores on its transparency and

• Publishing a policy on Human Rights, upholding the

actions on climate change, water, and forests by the Carbon

fundamental principles and requirements of basic

Disclosure Project (CDP), the gold standard in environmental

human rights in the workplace.

reporting. Avery Dennison earned an A- on Forests and

• Publishing a policy on climate that acknowledges the

scored a B for Climate Change and for Water Security.

imminent threat posed by climate change and the company’s strategy to move toward a lower carbon future, aligned with the Paris agreement and the recommendations of climate scientists. The company has already achieved significant progress to realise its climate goal, reducing absolute greenhouse gas emissions by more than 44% through the third quarter of 2020 against its 2015 baseline, which exceeds the initially set target of a 26% reduction by 2025.

• Publishing a policy paper on water that acknowledges the strategic value of water as a vital resource to ensure the health of communities, businesses, and supply chains.

• Updating commitments to Responsible Paper Procurement reflective of the company’s role as a significant stakeholder in the supply chain of pulp and paper products and its role in promoting and providing sustainable and socially responsible paper products.

THE BIG PAPER GIVEAWAY AT BALLYPRINT Ballymena-based Ballyprint has been giving away its huge stock of unwanted paper to schools, nurseries and community groups. In the spirit of giving back, eight large pallets worth of paper, in all sizes and colours, have been up for grabs on the company’s Facebook page. “Leave a comment with the name of your school, nursery or group and what you could do with a ton of paper!” According to Aaron and the team, names will go into a hat, with each lucky winner getting a big bundle of mixed paper delivered for free.

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NEWS APPOINTMENT

Out of Home (OOH) communications agency Kinetic has announced the promotion of Ciara Gibney as its new Marketing Manager. In her new role, Ciara will be responsible for implementing Kinetic’s external digital communications strategy and utilising the latest market and industry trends. Working closely with senior management, she will take an active role in the company’s overall communications strategy and will utilise her traditional, digital marketing and social media skills to actively engage with key audiences and brands. Ciara joined the Kinetic team in 2016 as an operations executive, where she developed her skills in traditional and digital marketing. She was promoted to Senior Account Executive on the marketing team in 2019. Ciara holds a degree in marketing, digital media and cloud computing from Dublin Business School.

Ricoh

LAUNCHES ‘ANYTHING IN PRINT’ PODCAST SERIES Ricoh UK has announced the release of its Anything in Print Podcast series which aims to share knowledge, tips and crucial trends with the printing sector. From marketing teams hoping to spice up their offerings to print businesses navigating the complexities of Covid, each episode features an interview with key experts from the industry and related fields.

Hosted by National Sales Director, Simon Isaacs, Ricoh UK created the series following the successful uptake of the Anything In Print webinar series. The podcast platform aims to continue to encourage the printing industry to come together and become a stronger force in these uncertain times. Each episode will see Isaacs interview experts as they aim to shed light on the issues associated with the industry from small questions like what to ask your clients to deliver the best service to how to access the Coronavirus Business Interruption Loan Scheme. Isaacs said: “We are thrilled to announce the release of this new podcast series. We hope it can act as a point of call for all our colleagues in the industry. This year has been a trying time, there is no denying that, but it’s also been one where the print industry has shown innovation and inspiration at every turn. We want this new Ricoh podcast to offer support to all those who may need it, and to share the wealth of knowledge all our guests bring in one easy to access place.”

Listeners can hear from the following experts, with more episodes to launch in the coming weeks.

Episode One: “What does your 2021 plan look like?” with Tim Cox, Managing Director, VPress Episode Two: “Finance your way forward in 2021” with Mark Nelson, Director, Compass Business Finance Episode Three: “Selling print in 2021 - it’s all about your pitch” with Lucy Swanson, Managing Director, Nutshell Creative Marketing The first three podcast episodes are available now, so listeners can both subscribe to upcoming episodes and listen to the topics most applicable to them. The Anything In Print Podcast is available from the Ricoh AIP Series Hub, or wherever you stream your podcasts from including Apple Podcasts and Spotify.

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NEWS antimicrobial Not All coatings and products are created equal With more antibacterial and antimicrobial products being used, users need to choose carefully in order to achieve maximum protection writes Shaun Holdom, Global Product Manager at Drytac

The global pandemic has changed our world and society in significant ways. Covid-19 has drastically changed our perception of hygiene and cleanliness, spurring the development of films and coatings with antimicrobial performance. However, it should be noted that not all antimicrobial coatings and products are created equal. Some are only effective against bacteria (antibacterial) while some are effective against a wider range of microbes such as algae and fungus, offering antimicrobial protection. This performance does not necessarily protect against viruses, so users need to choose carefully.

When considering products for use as a preventative measure and increasing hygiene performance, it is important to understand the limitations of the three main antimicrobial technologies: zinc, silver and copper. All can provide protection against bacteria, but only some can offer antimicrobial protection. As damage or cuts on the film can harbour bacteria, it is important for the additive to be imbued in the film rather than in a topcoating which can be easily scuffed, scratched and worn.

New disinfectant and additives used within antimicrobial solutions must have ECHA (European Chemicals Agency), EPA (United States Environmental Protection Agency) and FDA (Food and Drug Administration) approval to make valid effectiveness claims; all biocides and pesticides have to be registered.

All governments promote a test, test, test attitude when it comes to infection control and protection films are no different. Third-party testing needs to be done to determine any effectiveness on any microbial activity. Where products claim to have effectiveness against viruses they must be registered as a virucide. A simple ISO 21702 Coronavirus test on one viral strain such as FCoV (feline coronavirus) or 229E (Human Coronavirus) does not qualify something to be anti-viral or effective for other strains/diseases, like COVID-19.

In addition, the claims of the effectiveness and protection of the product cannot extend outside of the classification of the product itself. This means that any marketing information surrounding potential health benefits are a big no-no.

IRISH PRINTER

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ADVERTISE WITH US IN O C T O B E R 2 0 2 0 | | T H E V O I C E O F T H E I N D U S T R Y | | W W W. I R I S H P R I N T E R . I E

BALLYPRINT TAKING ITS BUSINESS BEYOND CMYK

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Contact our Sales and Sponsorship Director, Trish Murphy on 01 432 2231 or email trish.murphy@ashvillemediagroup.com

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NEWS Antalis LAUNCHES XEROX RECYCLED SUPREME

Antalis has introduced 100% recycled and carbon neutral Xerox Recycled Supreme paper to its office and digital paper range. According to the company, this premium quality paper delivers an outstanding performance in laser and inkjet printers while reducing

TOP PRIZE FOR MIMAKI IN EDP AWARDS

Mimaki has announced that the European Digital Press Association (EDP) has presented the ‘Best Roll-to-Roll printer up to 170cm’ award to Mimaki for its UJV100-160 LED-UV inkjet printer. The printer, which is now available across Ireland, was selected by the EDP for its cost-effectiveness, reliability and ease of use. Commenting on the award Brett Newman, Managing Director at Hybrid Services, Mimaki’s exclusive distributor for the UK and Ireland, said: “The features recognised by the EDP Technical Committee are precisely what makes the new UJV100-160 such a powerful offering for companies looking to invest in all the many benefits of Mimaki’s proven LED UV cured print technology. The response to the new printer has been extremely positive and it’s satisfying to see it recognised so highly.”

The UJV100-160 is compatible with a wide variety of media including metallic foil, fabric and uncoated materials. It also features two newly developed printheads and the new DAS (Dot Adjustment System) feature which automates conventional dot placement (dot position and feeding correction) for maximum image quality, saving operators time and reducing manual errors. “Packing so much tech into such a competitively priced printer is nothing short of remarkable.

Demand for such a solution is substantial and we’re looking forward to starting the new year on a high by introducing the UJV100-160 to the UK and Irish market,” added Newman.

customers’ environmental impact.

The paper has a high environmental profile to support your company’s sustainability goals and create a positive corporate image.

Xerox Recycled Supreme paper complements Antalis’ existing Xerox portfolio. Boasting FSC recycled and EU-Ecolabel certifications, carbon neutral manufacture and Colorlok technology, Xerox Recycled Supreme is a perfect fit for customers looking to significantly reduce their carbon footprint, whilst still achieving excellent quality and print.

Xerox Recycled Supreme is available in A4 and A3 80gsm. Produced from 100% post-consumer waste and process chlorine free bleach, the paper has an excellent CIE whiteness of 150.

NEW RECYCLING SOLUTION FOR GERMAN CUSTOMERS FROM SMURFIT KAPPA

Smurfit Kappa has launched a new company called Recycling Dual GmbH to help German manufacturers and retail businesses reduce costs and improve their sustainability efforts, in line with updated legislation. Recycling Dual offers customers an integrated holistic solution to track the entire lifecycle of paper, cardboard and carton packaging that highlights duplication which can be removed from the supply chain and reduce costs.

According to Smurfit Kappa, Recycling Dual guarantees to close the full loop for paper-based packaging for its customers. The service provides them with a holistic solution to ensure packaging from their products is recycled through a nationwide collection system. From 2021, Recycling Dual will be the only company in the market with the ability to track the life cycle of paper, cardboard and carton packaging from production through to being recycled.

IRISH PRINTER

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Innovation

NEW YEAR

New Opportunities Just before Christmas, Heidelberg UK announced the opening of its new Irish subsidiary, Heidelberg Graphic Equipment Ireland. Ryan Miles, MD at Heidelberg UK and Heidelberg Graphic Equipment Ireland, talks to Irish Printer about the new venture HOW DO YOU VIEW THE IRISH ECONOMY AT PRESENT?

Post Covid and post the Brexit flux, surveys suggest that the economy of Ireland will recover rapidly. Ireland has a small but highly globalised economy, with a wellestablished foreign direct investment sector (FDI), generating significant exports across business sectors.

Ibec has even suggested that the Republic’s resilient economy will be among the best-performing in the western world this year, with GDP growth of 0.8%, before accelerating to export-driven growth of 5.3% in 2021.

IRISH PRINT IS CONSIDERED A SECTOR IN FLUX AND ONE THAT CONTINUES TO CONTRACT. DO YOU AGREE?

Over time, the global print market is shrinking in print capacity but growing in volume. The same model applies in Ireland too. Export volumes of medical device, pharmaceutical and food products are rising. This brings with it an associated increase in growth opportunities for the labelling and packaging sub-sectors. Primarily, we anticipate growth in six packaging formats – flexible,

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corrugated, labels, metal, folding carton and rigid plastics.

Heidelberg machines are well-equipped to serve the needs of customers in the folding carton and label segments.

Furthermore, the advances in technology, automation and digitisation in our machines and processes allow more efficient production in these segments as well as the commercial segment. They can provide Irish printers with improved reliability and productivity.

HOW HAS COVID AFFECTED BUSINESS? WHAT MEASURES DID YOU TAKE TO COPE WITH THE SITUATION?

In the first half of the financial year 2020-21, Heidelberg has further strengthened its position in the industry by systematically and swiftly implementing a comprehensive transformation programme. Adopted this March, the transformation programme includes a number of measures to boost profitability, enhance competitiveness and secure the future of the company. As a result, Heidelberg has been able to compensate for the negative effect on earnings caused by a significant drop in sales due to the COVID-19 pandemic.

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Innovation

WHAT ARE YOUR GOALS FOR THE NEW SUBSIDIARY?

The subsidiary has come at the right time and will enable Heidelberg to continue to compete for new business in Ireland and to have better control of its business activities in the post-Brexit, post-Covid market. We are strategically positioning ourselves to meet our customers’ needs with an innovative, needs-based product and service portfolio. Our aim is to further boost incoming orders and sales and to grow and improve our existing sales and service platform. Building on the success of our existing Irish business, we aim to significantly enhance Heidelberg’s presence and demonstrate the Group’s firm commitment to the market, its customers and print companies in Ireland.

HOW IMPORTANT IS INNOVATION AT HEIDELBERG?

In a word, extremely. Heidelberg remains the industry leader thanks to a commitment to driving the cutting edge of technology. The digitisation of the graphic arts industry is progressing at top speed and the company is actively driving this process with the “Heidelberg goes Digital” strategy. Every year, Heidelberg invests significantly in research and development activities, focusing on the optimisation of the entire end-to-end print process. These projects are based on the enhanced Push to Stop technology in all its facets, including automatic optimisation of job sequences and navigated printing. The easy-to-understand user interfaces increase user-friendliness for operators. All these innovations, combined with “integrated intelligence”, enable highly productive operations with fewer staff and skilled personnel. We have a dedicated Innovation Centre (IVC) at the Wiesloch-Walldorf site where we recently organised our five-day Innovation Week. At that event, we achieved several thousand registrations from more than 100 countries, arranged several hundred one-to-one discussions with decision-makers and received around 100,000 hits on our presentations and videos.

HOW DO YOU THINK THE SECTOR WILL CHANGE IN THE NEXT 10 YEARS?

There’s no doubt that big changes are coming. The print industry has been rocked by the impact of Covid-19 in the first half of 2020. Despite this, new trends are set to continue emerging, as the print industry transitions to digital workplace technology across the world.

The top printing companies are embracing innovation, integrating with digital technology and getting more oriented to customisation. As companies merge and streamline in record numbers, there will be fewer manufacturers, merchants and printers – those who vigorously adopt new technology will thrive and grow.

Ryan Miles, MD at Heidelberg UK and Heidelberg Graphic Equipment Ireland

There is a surprising number of new opportunities, but companies must be willing to make significant changes to take advantage of them. Heidelberg offers a range of innovative solutions, full technical support and the highest level of service and is fully prepared to support companies in their endeavours to navigate uncertain times, adapt for the future and thrive. With our new subsidiary, customers of Heidelberg in Ireland will benefit from closer access to the best of Heidelberg solutions, service and consumables to suit their needs. Heidelberg UK will continue to provide the support of its highly skilled professionals along with cost effective near-shore and offshore delivery capability. As experts in planning, implementing and managing solutions across a vast portfolio, the company promises customers in Ireland that they will continue to receive a world class experience, which is a valuable enabler for customers to reach their goals.

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Insight

PRINT WORKS (but we have a problem) Canon’s latest Insight Report takes a look at print’s reputation problem and why measurability is its Achilles’ heel

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ithout a doubt, communications buyers understand the qualitative values that print brings to their campaigns. So why does print continue to lose ground to digital? If communications buyers have such strong reservations about the true effectiveness of their digital marketing and they freely acknowledge the power of print to differentiate and provoke response, why is digital taking more and more of brands’ marketing spend?

The simple answer is this: for all its positive attributes, print has a reputation problem. In a world where cost and speed to market are two of the key drivers for marketing decision-makers, print is perceived to be expensive and slow. In an environment where marketers need to be fastacting and agile, print is seen as inflexible. And for teams challenged with targeting multiple, segmented audiences with complex messages, the perception is that print marketing can’t be targeted as easily as digital.

But print’s real Achilles’ heel is measurability. The message from marketing decision-makers is loud and clear – measurement matters most. Despite acknowledging that digital metrics are somewhat superficial and that holistic ROI calculation is virtually impossible, they told us that ROI plays the largest role in choosing between print and digital. And their perception is that print can’t be measured, with one in three saying they currently have little or no way to measure the success of their print campaigns.

According to them, the methods for measuring the impact of print are slow, indirect and basic. We’re talking about the contrast between waiting three to six months to see an uptick in actual sales compared with the immediacy of email open rates and web and social media analytics. No one is saying definitively that digital is more successful than print, but – from these buyers’ perspective – it has cost and measurability on its side. Buyers instinctively know that print is effective, but they need help to justify including it in their campaigns.

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Pushing beyond print services

We know that print doesn’t exist in isolation of other elements that support the marketing mix and that the majority of marketing teams are building print into multi-channel campaigns. But, against this backdrop, our research shows that only a minority of print service providers are stepping outside the boundaries of their print brief. Marketing decision-makers want to know how best to combine printed and non-printed communication, but they’re instinctively going to partners other than their PSPs for this guidance.

The vast majority of buyers – 86% of those we spoke to – admit they would welcome advice on combining print and digital but PSPs are rarely their first port of call if they look outside their own organisation. It seems that buyers have simply learned not to expect consulting from their PSPs.

Print fights back

This is print’s challenge and its opportunity. For most brands, print is fulfilling many roles better than digital. They know it’s effective but they can’t easily prove it. Combine this with the perception that print is expensive, slow, inflexible and imprecise and it’s easy to see that print is in danger of becoming a niche channel. Print is on safer ground where it’s always been used, but it’s fighting against digital to be considered for new campaigns.

We must tackle these reputational issues head on. We know that digital on-demand print can be affordable, personalised, tightly targeted, fast to market and highly effective. But we need to take this positive message to a new generation of buyers.

We must focus less on the positive ambassadors for print and more on the 70% who will use progressively less print in the future if we don’t actively champion its value. We have to show them that print can match the agility of digital marketing, giving them evidence-based arguments for using print and robust ways to measure its performance.

Print isn’t commoditised yet, but it’s heading that way if PSPs continue to promote themselves on hygiene factors

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Insight

like cost, quality and speed of turnaround. Buyers want so much more from their print suppliers and only a minority are getting the added value they’re willing to pay more for.

The rise of digital media was inevitable, but it doesn’t work best in isolation. Yet there’s still little evidence here of proper cross-channel integration.

Digital and print are treated as siloes and the two don’t really ‘talk’. By and large, print still operates in its own sphere. There’s so much more that brands can achieve if they can build seamless campaigns that move the customer effortlessly from print to online and back again. There’s a distinct sense that buyers are heavily focused on demand generation, on capturing the prospect’s initial attention, rather than lifetime customer retention and nurture, an area where print can be especially effective.

Raising our game

The perceived pros & cons of print

Who is better placed than print specialists to show brands what print can do for them when it’s embedded creatively within campaigns, not working alone? The agencies that are advising on digital campaign performance certainly won’t. It’s not their domain and it doesn’t serve their business agenda. Our research exposes a knowledge gap within marketing teams that needs to be filled and an appetite for print suppliers to play a role in educating and advising on how to make campaigns most effective. But only one in seven buyers says their PSP meets that need today, so we must raise our game.

New revenue opportunities are there for PSPs who can show brands how to elevate campaign performance, make print stand out and use it more intelligently, throughout the extended customer lifecycle.

But PSPs can’t expect customers to say it out loud when they want more. Senior communications buyers aren’t prone to asking for help. They’re proud of their campaigns and it’s only when we probe that we find they lack skills and need to plug the gaps.

It’s time to step up and bring forward the proof of what print can do, with case studies, success stories and real campaign performance data. Covid-19 has challenged received wisdoms about what works, so let’s use our production experience and creative skills to put fresh ideas on the table that address the real challenge of digital fatigue and showcase print’s power to differentiate and command attention.

The print businesses that make it in the future will seize this opportunity and be on the front foot, confidently driving proactive conversations with buyers, adding value with expert advice and making a strong business case for print.

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Resilience

Adapting to the

NEW

NORMAL Ma

What changes have Snap and Xerox Ireland implemented to weather the effects of Covid?

Xerox Ireland MD Mark McPhillips and Snap CEO Sean Murray talk to Irish Printer about adapting to a new way of doing business M rk

l l ip s

i cPh

The year 2020 was a difficult one for many industries and with no sign of the current lockdown easing any time soon, it looks like 2021 may also present its own challenges. For a company like Snap, in business for almost 40 years, the ill-effects of Covid are certainly being felt but its ability to adapt, be agile and dynamic has helped the company weather the impacts. It’s a time for reflection, says Snap CEO Sean Murray, and a time to think about what we have as opposed to what we don’t have. “I think a standout learning from 2020 is not to take anything for granted, whether that be in your personal or business life. Nobody could have foreseen a global pandemic for 2020 and the knock-on challenges that would unfold. Had we not been quick to adapt across our group from the 12th of March, then the impacts would have been considerably greater.

Within the Snap group we all revel in each other’s successes and we also help each other in the bad times. That team effort and focus was a key component in being able to get through 2020.”

That idea of trying to improve and do things differently is echoed by Mark McPhillips, Managing Director at Xerox Ireland.

“We’re going through an exceptional moment in history which has challenged all businesses to be better and demonstrated that we can only improve this situation when we work together. Our clients and partners are exceptional and we want to help them grow and transform their business in the current circumstances and beyond.” Fundamental changes in how both businesses and people function have been driven by Covid, says Mark.

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Resilience Mu

rray

Se

an

“We had to find ways to adapt quickly to the new predominately virtual environment, whilst our field engineers continued to support essential businesses on the ground particularly in the banking, healthcare and government sectors.”

Snap, a valued Xerox Ireland client, specialises in providing an end-to-end, high-quality product and service solution (ISO certified) across graphic design, high-impact print, signage (external and internal across floor, wall and window graphics), creative promotional gifts and a bespoke digital offering (e.g., e-publication, e-shot, video and website solution). The company’s business model is centred around its passion in helping companies, regardless of size, to promote their brand in a creative, modern and innovative way, thus enabling them to grow their business. An excellent customer experience is guaranteed every time. Like most businesses that want to grow and adapt, Snap has developed more into the digital space in recent years. “Now, the focus is very much towards online functionality and technology. With regards to signage, the whole tech side of things has greatly evolved in what you can now produce inhouse. Brands have become more sophisticated and companies want to reflect that their brands are moving forward and keeping pace with global initiatives and changes.”

With more and more employees working from home, Snap has been able to provide solutions to help business owners and managers deal with their Covid-related business challenges and needs. Already a force in the signage space for many years, Snap was also well-placed to provide clients with high quality safety signage and sanitising stations. “We implemented small changes in our customer facing relationships such as virtual site tours and call and collect facilities. Snap has a strong network throughout Ireland so we have a very healthy national reach,” says Sean. From a marketing perspective, the company took the decision to continue marketing right through the full year of 2020. “Studies have shown that companies who market through a downturn, tend to experience a quicker recovery on the far side so with this in mind, we hold a positive outlook for the future.”

Innovation is also key at Xerox Ireland. During 2020, the team also embraced a more virtual interaction with customers, running monthly learning webinars with clients to encourage the development of new skills and discuss new opportunities to go beyond CMYK. “In addition, we have invested in our capability to deliver virtual demonstrations from our Innovation Centres across the world,” says Mark. Xerox Ireland operates across several sectors and industries in Ireland and from a commercial print point of view, it saw mixed results across the Irish print industry in 2020. “Some are thriving, mainly those companies in the pharmaceutical and transactional space, but the

market is down overall and sadly some businesses will not return.” For print businesses across Ireland, now is a time to reset and refocus on the future, says Mark. “I believe that aligns very well to our strategy; helping our customers expand through going beyond CMYK, increasing productivity through workflow automation and taking our market leading platforms to ensure they get the best return on investment.”

For Snap, the future focuses on continuing to help companies on their growth journey, through the consultation and expertise of its country-wide team, along with providing an excellent customer experience. “Stick to your own lane and if you do it well by investing in technology, upskilling team members and keeping up with the pace of change, it will aid your business greatly,” says Sean. Covid-19 has considerably accelerated online or e-comm business, which has presented great opportunity in the website platform offerings that Snap provides. “Most businesses need to have an on-line sales avenue to their market which complements their bricks and mortar offering. However, it’s important to know that creating a website also needs great visuals, informative and entertaining videos and supporting channels of communication to let customers know you are online. From a branding perspective, we want to instil colour into our customer’s marketing, moving away from the predictable and safe to a more dynamic and engaging offering.”

For Mark at Xerox Ireland, survival and growth is dependent on firms driving more revenue from less volume and printing high-value applications at less cost. “Xerox is responding with a set of innovations that will help print providers capture new segments of print volume growth through increasing page value and bringing high-volume print production to new applications.

These solutions include new presses, artificial intelligence automation, and production enhancements for existing presses, which create value and protect customers’ investments in Xerox production print technology.”

There’s no doubt that challenges remain in 2021 but as restrictions ease, Mark expects to see activity increase and investment throughout the rest of the year. “The printing industry is entrepreneurial by nature and the sector has a history of continual investment, particularly in digital equipment. We are working hard to position ourselves to be relevant today, supporting our customers through these very difficult times, yet be ready for the upturn when it comes.”

Sean at Snap is also hopeful that the market will be in a position to reopen in full during the second half of the year. “Businesses will likely have to maintain a strong focus on Health & Safety for the foreseeable future, however based on how we adapted last year, internally and externally and the team and expertise we have, I would be hopeful for 2021 and beyond.”

IRISH PRINTER

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17/02/2021 14/12/2020 11:04 15:42

Cover Story

Talking to...

Rostrum Design

Mark Needham and Jamie Flett, aka Rostrum Design, are bringing something new to Ireland’s print sector

IRISH PRINTER

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In

Ireland, there are about 12-15 structural designers working in-house at some of the larger print firms around the country. Up until a few months ago, a dedicated agency offering this type of service didn’t exist. In October 2020, Jamie Flett and Mark Needham decided the market was ready and broke away from their respective jobs to form Rostrum Design, Ireland’s first independent structural design agency.

Structural design within the print industry is a niche, highly specialised service. It’s an area that both Jamie and Mark are very familiar with. From 2003 to 2014, Jamie held the role of structural design manager at Print & Display.

He went freelance for three years before joining McGowans as a structural designer, a role he held for a further three years. Mark began his career at Smurfit Kappa before moving on to print houses like Horizon and McGowans, where he met Jamie. The pair made the decision to step away from McGowans separately, with the idea of collaboration only surfacing once they had both left.

Rostrum is a point of sale engineering company that specifically designs white sample prototypes for the temporary POP market. The agency’s work encompasses everything from the smallest counter display to the largest of theatre or Expo displays. Secondary services include print procurement, project management and working with various other composite materials and electronics to enhance POP displays. Between them, Mark and Jamie have over 40 plus years of experience in the sector and have won several awards

18

for their work, including multiple POPAI awards, FMBE awards and a Smurfit European award for design and innovation.

“As far as we know, we’re the only structural design agency in Ireland and the UK. We have both worked as structural designers in the larger print houses so we know how the process goes. If an FMCG brand, print broker or print procurement agency goes to a large print firm with a design brief, the keylines are designed by the in-house designers.

Those keylines can then be difficult to transfer between printers. That creates a lack of clarity or transparency, especially for the print procurement agencies. What we are trying to do is wedge ourselves between all these FMCG brands, agencies and design houses and give them the opportunity to have greater control of their keylines by having their own independent structural designers,” said Jamie.

Having worked for so many years in the design departments of most of the large print companies, Mark and Jamie understand their strengths and limitations. “We know the processes and the daily runnings of these print houses so we can better advise the client on which company

Mark Needham

Jamie Flett

IRISH PRINTER

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Cover Story

would be the best to put their project through when it comes to the production run,” said Mark. For the most part, structural designers in print houses are often kept at a distance from clients. Account managers will relay the brief from the client to the designer. “We used to find that some relevant information could get misinterpreted, impacting on crucial timelines at the start. In our experience, we find that when we are present at the initial briefing, having that direct interaction with the client and being able to establish a robust brief can safe-guard tight timelines later on during production and finishing,” added Jamie.

Clients that employ Rostrum Design have the freedom to send keylines out to the various print houses for quotes.

“It gives them great insight into where everyone is pricepoint wise. If at a later stage they want to reprint the job they can do so, as they own the keyline and can get it printed elsewhere. Clients have never been afforded this type of freedom and ownership over their designs,” said Jamie.

An independent structural design agency sounds like a great idea, so why hasn’t it been done before? “A couple of designers have contemplated doing it over the years but the problem is there are big overheads associated with setting up an agency like this. At the moment we’re working out of a modest office, but we’ll need a premises and machinery over the next couple of months. It’s a big leap to take but we feel very positive. When I went freelance someone approached me and said, ‘we need to have an independent structural designer that we can lean on because we’re always tied into the print houses the minute we go to them with a design brief’. It was then that I recognised the value in setting up a dedicated agency,” said Jamie.

Rostrum Design currently gets overflow work from some of Ireland’s biggest print houses. Reaction to the new business has been overwhelmingly positive. “We’re seen as an extension to their own design service. If they are swamped with design briefs, they will often share the load, which usually includes the more complex and innovative work, which we love to take on.” Mark says the reaction he gets from potential clients is always encouraging. “We can see when we speak to them that they get pretty excited about all the possibilities. They’re all very open to it.” Smaller printers like the idea of having access to independent structural designers and being able to project manage a job from start to finish.

Ambitions for the future include moving to an industrial unit with space for materials and machinery and taking on additional staff including a graphic designer. “Right now, Covid is hindering growth but once supermarkets start specifying POS units again, activity within the large print houses will ramp up. That will in turn benefit us and we expect to be very busy later this year and beyond,” said Mark.

IRISH PRINTER

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18/02/2021 09:33

Technology

TAKE A CHANCE Silas Amos

T

his piece is written for anyone who has a new piece of printing technology to use, but no immediate queue of clients lined-up who will either understand its advantages or see why they should be the first to use it. In other words – you know you have a new solution to offer, but the challenge is your clients don’t recognise a problem that needs fixing.

I’m a designer and design strategist. Much of the media I work with is packaging and my clients are typically marketing leaders and brand managers for big brands stocked in retail outlets such as supermarkets.

Over the past few years I have become convinced of the benefits of digital print in delivering a more creative and agile approach to how marketeers use the media of packaging.

Getting busy people on board to “try something new” can be hard work. These aren’t entrepreneurs, they are business professionals trying to meet their targets efficiently and effectively and they are not prone to moving away from tried and tested approaches.

So it’s not always an easy sell but here are some common-sense suggestions based on my own experience of trying to persuade my clients to have a go, to be bold, to try something new. Hopefully the things I have observed can act as general principles for anyone trying to get their clients to try something new and to then reap the benefits.

It’s not the whole story – being a great business salesman comes down to many factors and skills (many of which I lack) but here’s how I try to make things happen.

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IRISH PRINTER

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Technology FIND THE RIGHT OPPORTUNITIES

The “new thing” you have to offer won’t be for everybody.

The majority of customers will be happier as followers of a proven approach than as innovators of something less tried and tested. So the first task is to find amongst your contacts those people who like to feel brave and who get inspired by trying something different. The ideal candidate is someone young enough to want to make their reputation, but senior enough to make their own decisions! They also need to be passionate about what they are doing – because they genuinely want to make it better, not just more efficient.

Having found this rare person, you now need to identify and understand two things about their professional working lives. What is it that keeps them awake at night and what is it that would make them jump excitedly out of bed? Once you understand their big problem and their big “I wonder” questions, you can then figure out if the innovation you are championing can be overlaid onto these things as a potentially smart solution. The principle is simple – ask the right questions of the right people and listen to the answers. One other thing – you need to be a passionate, informed and inspiring spirit yourself. You won’t convince others if you are not convinced yourself!

LEAD BY EXAMPLE

As Henry Ford put it, “You can’t build a reputation on what you propose to do.” In order to ignite interest you will need to show successful applications of the tech you are championing. The reality is that getting to these first concrete examples often comes from the first work being given away to prove its worth. In blunt terms you have to put some skin in the game, on your own time and from your own energy. The Smirnoff work I developed with HP and the Yarza Twins came from an email I sent the Diageo design team headlined “Free Lunch?” I simply asked them to lend me a brand on which I could prove the equipment’s capabilities. I was asking for a chance for us to prove ourselves. Happily, they obliged.

EXPLAIN THE VALUE

“We can deliver better, faster and cheaper, but can only do any two of these at a time” is a classic way of explaining an offer to clients. But more and more, they are demanding “all three please.”

The value the innovation can bring needs to hit several targets in order for your client to become truly interested in it… In cost and speed it should be competitive or provide an affordable alternative to typical processes in the right context. In output it should produce something of equal or greater quality to typical alternatives. In application terms it should enable the client to do something they could not do before.

This is the key factor: How can you creatively “up the game” with the final product? Will people pay more for it? Love it and buy more of it? Notice it (when before they were blind to it)? Will it make your clients competition look average by comparison? If you can offer comparative evidence against these basic points you have a good position to then look at how to tailor your pitch to your client.

REDUCE THE RISK

Only the reckless would bet their career and core business or brand on an untested new approach. There are two magic words that can unlock the proposed project: ‘Pilot scheme’.

Start small, think of the first steps as a low risk experiment – if it fails, the only thing it has really cost is some time and energy. But if it works, the process can be reviewed, streamlined and made fit for larger and larger projects. Build trust, learn on the job and there’s a good chance more work will develop organically from the process.

JOIN FORCES

Be it with competition amongst creative agencies or amongst solution providers in the print world, we are all used to a ‘dog-eats-dog’ approach to business. But with innovation, if you only stick to selling the one thing that you alone can do, there’s a chance you will become disconnected from your client’s bigger challenges and processes, especially when looking forward.

So, if you can learn to play ball with other key suppliers or teams you will more likely get to bigger and bolder solutions that can be truly game changing.

My analogy is the stained-glass window – arguably the world’s first example of mass communication.

Engineers figured out how to put big holes in lead bearing walls using flying buttresses. Craftsmen figured out how to colour glass and work it into images. And the “marketing department” had a whole story to tell about ‘I am the light’. Put them all together and the Sunday worshippers got to see the world of their faith in a whole new way.

When I wanted to promote HP’s SmartStream software that underpins their digital printing solutions, I would have got nowhere without recruiting the talents of a great artist, Sir Peter Blake and a great printer, F E Burman, to help connect the dots. Together with some HP Indigo software developers we pushed the tech and opened up a conversation about the cultural relevance of the technology. Connect the dots with the help of others and you can truly change the business we work in.

In conclusion, I’d observe that there’s really nothing new under the sun. And success in promoting any radical leap in technology relies on very simple human values. Have passion, be positive, embrace new technologies, be open for partnerships and teamwork and care about genuinely resolving your client’s challenges. That way you’ll be well set to pick up new business whilst also having some fun along the way.

IRISH PRINTER

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The Last Word

If

YOU BUILD IT THEY WILL COME

(or stay)

Tony and Patricia Walsh are building houses for their employees in Castleisland, Co Kerry

L The Wójs family Image courtesy of Domnick Walsh

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ate last year, Tony Walsh appeared in the national news for something other than a successful print job. Walsh Colour Print, based in Castleisland, is building houses for its employees and just before Christmas last year, Anna and Marcin Wójs along with their daughter moved into their very own home in the town. So far, Tony and his wife Patricia have built three houses for their employees and they intend to build another 17. “We want to ensure our members of staff have a home to call their own, particularly when they retire. It’s also a great way to retain staff and certainly an incentive when it comes to attracting people to this part of the country,” said Tony.

An energy-efficient, A-rated house built by Walsh Colour Print costs just €150,000. Mortgage repayments are less than what it costs to rent in the area, says Tony.

“Our employees, who own the house outright, have to work with the company for 10 years. After that, they can sell without any penalty. We’re hoping that this initiative will give us the edge when it comes to keeping our staff and recruiting new people.”

IRISH PRINTER

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