Launched in November with an insert in Design Week that listed participating printers it was followed up with printers sending out MFX Design Kits to 120 interested firms.

Loudwater, which also printed the insert in Design Week, described itself as deluged with enquiries from agencies and brand owners.

London-based Crystal Communications in Print sales director Mark Kempster said: "The result was phenomenal. Within one week we had set up around 30 meetings with some of the top creative and design agencies in the country and we have subsequently secured print orders and test prints from a number of these, with more expected."

He added that the firm expected to cover the cost of the licence fee ten-fold within six months.

Leeds-based MetalFX is repeating the approach in the US and Canada. It is also taking a stand at next year's Print 05 to promote its product in the US.

Story by Barney Cox