Power of Print to highlight print effectiveness and sustainability

Hannah Jordan
Wednesday, September 15, 2021

The eleventh annual Power of Print event will take place on Tuesday 2 November as an online seminar.

Power of Print will take place on 2 November
Power of Print will take place on 2 November

Hosted by not-for-profit industry organisation Two Sides and the BPIF, the free-to-attend event will focus on the opportunities and challenges brought by the pandemic and what the future holds for the print, publishing and paper-based packaging industries.

Experts from across those sectors will examine the impact of the last 18 months and what the coming months and years may look like for print-related businesses, with a focus on the effectiveness and ROI of print and the sustainability of paper and paper packaging.

A two-hour session will take place in the morning and one in the afternoon, opening with BPIF CEO Charles Jarrold who will discuss findings from the organisation’s latest research that indicate how the print industry is faring as it emerges from the pandemic into a new way of working and trading.

Edit’s head of media solutions, Sarah Burns, and RSPCA donor recruitment marketing manager Karen Pierre will then speak on the effectiveness of print in the digital age.

The animal protection charity has worked with Edit on digital integration with its printed marketing channels, such as digital payment options, QR codes and Alexa response mechanisms, in order to attract younger audiences.

Also speaking in the morning is Paperplanes chief executive Daniel Dunn, who will discuss the use of data to ensure digital marketers include print within their integrated marketing strategies.

The effectiveness, reach and value of print for brand building and storytelling will be illustrated by News Media Association’s Owen Meredith before the morning is rounded off by what has previously proved to be a lively panel discussion and Q&A session, chaired by Printweek’s Darryl Danielli.

In the afternoon attendees can expect an insight into the global and European economic recovery, from Andrea Boltho at London Economics, while environmental innovation for an ultra low-carbon economy and print and packaging sustainability will be the focus from Forum for the Future’s Jonathan Porritt and Steve Lister at Stevelister.com, respectively.

Two Sides managing director Jonathan Tame will conclude the event by taking a look at how consumer behaviour has changed as a result of Covid and how the industry should respond.

Commenting to Printweek, Tame said: “We want to inform our industry of some of the issues and opportunities, some of the innovation and diversification that’s going on out there and also to engage brands, marketers and agencies regarding print’s role in the digital world we live in today.

“Whilst digital may be quicker, there is no greater impact than putting your brand in print into a consumer’s hands.”

Tame added that with a general increased focus on the environment, brands and marketers need to be reassured that print and paper are a sustainable medium and not to overlook them.

“When Covid hit, my concern was that sustainability would lose importance as companies focused on staying in business. However, there is no doubt that it has actually created a heightened awareness of sustainability and its importance, particularly because of climate change and political determination for countries to reduce their emissions.

“So I think that organisations have increased their determination to not just say the right thing but to actually do the right thing.”

The event is held in partnership with the BPIF, Canon, Fedrigoni, Two Sides and Printweek.

The full agenda for the event can be found here. To book your place go to www.powerofprint.info.

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