"There’s more spending going on in PoP than other mediums," said Wakefield managing director Mark Shaw. "Our service offering is almost print management but we do have printing in-house."
Bezier is working with two unnamed major retailing clients to measure the effectiveness of PoP material through the Storefriendly scheme.
"Rather than just looking at the cost of the material itself, we are evaluating the effect," said Shaw. "It’s about the more strategic use of PoP rather than taking a scattergun approach."
Bezier Wakefield has already recruited 39 new staff since April to positions across the board, including outsourcing and warehousing.
Shaw said more of the latest 30 recruits would be directly related to production as the firm looks to increase capacity.
It has just gone live with a new Inca Digital Eagle flatbed digital printer, and will shortly install a four-colour Thieme screen press.
The latest recruitment drive will bring the firm’s staffing levels to around 310, about half of the Bezier Group’s total of 600-plus. Wakefield also contributes around 50% of the group’s turnover, which was £35m for the year to 30 April.
Shaw said advertising managers were seeking "more bang for their buck" in the uncertain economic climate.
"Every pound spent on advertising is in question and PoP benefits from this as it’s relatively easy to assess return on investment."
Story by Gordon Carson
