ASSOCIATION INSIGHTS

GETTING TO KNOW THE GHENT WORKGROUP

By David Zwang

The Ghent Workgroup (GWG) is an international organization made up of graphic arts experts, users, hardware and software vendors as well as educational members building best practices for print and packaging workflows. Founded in 2002, it is perhaps the fastest growing, global best practice organization for the graphic arts. The initial idea for the GWG took hold among a group of professionals representing Belgium, France, the Netherlands and Switzerland, who at that time were working toward consensus on PDF creation and preflight settings. The process was complex, and it became clear that a more coordinated “global” approach was needed then and for the future.

Expanding Scope

It has been almost 20 years since its founding and a lot of work has been done. In the beginning, the GWG had a strong focus on the creation of tools and best practices for publishing workflows. Since then, as the print and packaging industry and its requirements have evolved, the group has expanded its scope to include commercial print, digital print, sign and display place “non-printing” objects like finishing and converting steps, Braille, information panels, etc. within PDF files. In an effort to promote and ensure the best practices developed by the GWG, the Ghent Output Suite was developed. and packaging workflows with Currently in v5 (GOS5), this the ultimate goal of facilitat- workflow test suite has been ing best practice workflows for evolving for almost 15 years. each of those industries. This During that time, it has been is all done in partnership with increasingly used by members member industry experts, print to troubleshoot and identify service providers, software problems in output configuraand hardware manufacturers tions. It has also been used by along with other industry asso- many hardware and software ciations and standards bodies. nonmembers to tune and valiThe goal is to ensure the global date their product offerings, blind exchange of PDF/X files and GWG vendor members and process data to enable print can achieve GOS in addition to service providers to meet their preflight certification and be client’s expectations. This ulti- acknowledged through a certimately facilitates consistent, fication process. A new output higher quality output as well workflow conformance certifias process automation, and the cation program for service progoal of Industry 4.0 (IoT). viders has been introduced with

In addition to preflight pro- GOS based on one successfully files and application settings implemented by member orgacurrently avail- nization PDFX-ready in able in many Read More… Switzerland. This new graphic arts appli- Find article at program facilitated by cations and work- PrintingNews. GWG members will offer flows, the group com/21149202 output conformance cerhas also devel- tification to their service oped job tickets for ad submis- provider constituents. The goal sion and soft proofing. In the is to expand the service proarea of packaging, in addition vider conformance certificato output settings and preflight, tion globally to further ensure the group created Processing the consistency and quality of Steps, which subsequently was output. submitted to the International Standards Organization (ISO) Expanding Reach and is now represented as ISO While the group was 19593-1. It is designed to stan- founded in Western Europe, its dardize the use of metadata to membership subsequently grew

to include North American, Eastern European, Latin American and Chinese representation. Many other areas of the globe, while not actively represented in the group, are actively using the best practices and tools developed. The expansion, however, is not limited to geographies. It also includes new industry, vendor, association and educational members.

Expanding Focus on Education

The GWG has a large selection of educational white papers, presentations, instructional videos and webinars freely available on its website. However, in an effort to expand the reach of the educational platform and offerings, it is working with educational member universities to develop targeted messaging for the creative communities as well as the industries’ student populations.

Since the group has global membership and constituents, there has been an ongoing effort to offer multiple language translations of the educational materials offered by the GWG. Currently many of the educational offerings are available in English, Dutch, Italian and Spanish, with other translations on the way.

SIGN OF THE TIMES

Continued from page 21 two important considerations, which could prove to be quite the payoff when the economy bounces back. Over 55% of respondents to a Franchise Insights poll at the start of the pandemic agree or strongly agree that “now is a good time” to become a franchise owner. 48% expect to start a business within the next three months, and another 16 percent within four to six months. Less than 20% put their franchise plans on hold.

Three Advantages to joining a Franchise Family

As predictions continue to point towards growth in the sign industry, being part of a franchise family has become quite appealing – especially when you consider these three core advantages: 1. Support from parent. Business infrastructure is established and operating risk is reduced with training, marketing, human resources, processes, and systems provided by the parent company. 2. Future-forward technology. Workflow, automation and integrations - as well as interactive, digital and big data solutions - make printing operations more efficient and more profitable. Having access to these technologies enables quicker expansion and growth. 3. Instant brand recognition. An instant connection to brand loyalists means you know who you help, how you help, and why it matters. Capturing and holding their attention shortens the prospect to customer journey – and speeds up your time to money.

Choosing to open a franchise rather than starting your own business offers no guarantees of success – you still need to be a savvy businessperson to make it work. If you are a true entrepreneur and want to start and run your own business – where you’re free to develop your own concepts, brands, systems, etc. – owning a franchise might not be for you. However, when you’re faced with every detail of creating and growing your brand – as well as your business – the ramp-up period and return on investment can be a long time coming. Consider the pros and cons involved, from the costs – including franchise fees, start-up costs and royalty payments – to the overall health of the franchise brand. ●

Don’t sit on the sidelines

The GWG is happy to welcome new members to participate in the best practice creation and educational outreach efforts. While COVID has forced them to hold virtual meetings, they look forward to holding live meetings three times a year in various member locations again.

However, you don’t need to be a member to take advantage of the GWG best practices and educational offerings. Other than membership and certification programs, everything the GWG has created is available at no cost. After all, their goal is to get as many service providers as possible to adopt best practices to raise the consistency and quality of output and facilitate blind exchange and process automation around the globe. ●

Continued from page 29 have machines in our factory in Radebeul and we are looking at a North American market introduction later this year. It is a unique machine as it offers a very interesting TCO concept. It is a combination of digital and conventional print units that can be combined for the best of both worlds.

We also see a good market in the corrugated with the direct print products from the Koenig & Bauer Durst joint venture. Each business unit within Koenig & Bauer has a competence team to develop digital solutions. There is a cross-platform team that ensures there is uniformity between the concepts. We see digital as a very important part and being complimentary to our current products.

WTT: The presses from the Koenig & Bauer Durst joint venture are sold by both companies in the U.S.?

KR: Yes, there is a collaborative effort by Koenig & Bauer U.S. and Durst U.S. We work together to sell products such as the CorruJET 170 and the SPC 130 depending on the customer’s needs.

Since we have both conventional and digital technologies, we are in a unique position to consult our customers based on their requirements and offer the best solution.

WTT: In 2019 there was a press release of Tetrapack and Koenig & Bauer cooperating on a digital packaging press based on the RotaJET. Can you give an update?

KR: The machine is in progress of being implemented. We are working with them, but due to confidentiality I can’t go beyond what is stated in the press release. One RotaJET 168 has been sold and we see this just as the beginning of this technology entering the marketplace.

WTT: Koenig & Bauer invested a lot into finishing recently. Have you started to roll out the devices in North America?

KR: The folder gluers from Duran are well established in the U.S. and Canada and under the roof of Koenig & Bauer we are selling them successfully. They are a proven platform, highly reliable and solid technology built in Europe. With our Iberica die cutters we have many successful installations in the U.S. and Canada. It is all part of our success story.

We think our advantage is that our devices are manufactured in Europe and the market has been looking for alternative solutions. Sales have exceeded our expectations and we have hired many new experts with tremendous experience in post press. It has been important to offer complete systems.

WTT: Koenig & Bauer is the press manufacturer with the widest portfolio. We have not even touched upon flexo, metal print, security print. Do they play a role in the U.S. as well?

KR: We are present with all lines here in North America. In flexible packaging we are successful with our CI flexo presses. We have a very strong installed base and currently two installations in progress and more projects on the way. There is great potential to grow our market as we have a solid portfolio from small, compact to large machines. Our Flexotecnica flexo presses are used for printing on film, but also for gift wrap and folding carton. Our flexo and sheetfed sales teams work together and many users have both types of machines.

We are the market leader in metal-decorating presses, but this is a focused market. Currently we have two installations taking place right now.

We do have a great emphasis on the corrugated market with digital solutions as mentioned above as well as our new CorruCUT high board line flexo press.

WTT: Is Koenig & Bauer becoming a one-stop provider for all packaging print?

KR: This is a strategy set by the board many years ago and it is good to see the strategy having been implemented. We can also print on hollow objects like bottles and we have a coding division. The strategy to become preferred provider in packaging print has come true.

WTT: Koenig & Bauer has always been a big supporter of drupa. Will Koenig & Bauer be at the virtual event in 2021?

KR: We will be participating and although we had a launch event in 2020 we will have some little surprises.

WTT: With such a big portfolio, is there something left on your wish list for the future?

KR: We already have new innovations coming to the market like the VariJET and our new Rapida series. We are investing in additional digital business processes for our customers. ●

INNOVATE INCESSANTLY

Continued from page 37

I have built several innovation teams throughout the years with great success. In fact, receiving an annual supplier innovation award from a $800MM client is still a highlight of the incredible innovation team performance I was fortunate enough to lead. If your company is known in the market as an innovator the natural conclusion is that you are a problem-solving organization. Every customer and prospect has problems they need solved. Building inertia behind your innovation efforts, which drives new agility throughout the company and the market, creates new value for the company and the customers you serve. In addition to adding new value, innovation will sustain your organizations ability to be agile. With agility your team can confidently conquer whatever the future holds. ●

CHARTING YOUR COURSE

Continued from page 41 set up to provide continuous, long-term updating and verification so those profiles stay current over time. After all, people move, get married, have children, change jobs, get new email addresses, change their names and discover new hobbies. Yet, they are still the same person.

Needless to say, it takes a heavy lift of artificial intelligence (AI) and processing power to create and maintain an identity graph. It can be done inhouse, or through a third-party. But creating these graphs is growing in importance, particularly as marketers eye the upcoming “demise of the thirdparty cookie” (as Google joins Firefox and Mozilla in no longer support third-party cookies by 2022). Third-party cookies are a key way for brands to track, understand and serve up relevant online ads to potential customers. As third-party cookies get phased out, brands currently relying on them for precise targeting information will have to find other ways to understand and connect with potential buyers.

As defined by Infutor, which offers identity graphing capabilities, “An identity graph turns the unknown consumer into the known, enabling your brand to recognize customers—and know their history, needs and interests—across any channels they choose for their interactions.”

In other words, identity graphs do, in essence, what third-party cookies do by following consumers around the web. But instead of treating them as anonymous web visitors to whom brands are trying to sell stuff, they turn each shopper into a human being, someone who is known, a person with a name, a life and a profile.

Everything has a next generation, from iPhones to high-speed inkjet presses, and identity graphs are the next generation of customer identity management. You may not be ready to set up identify graphs for your customers, but it’s a concept that you should be familiar with because it’s going to be part of the ongoing marketing discussion for awhile. At least, until the next generation comes along. ●

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