Packed with power

By Nick Mansley, Wednesday 18 September 2019

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London’s historic Stationers’ Hall will once again host the Power of Print seminar, a one-day event that highlights the potency of print’s unique characteristics and is targeted at professionals working in all the Ps: print, paper, publishing, packaging and (okay, not a P, but alphabetically quite close) media.

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"Inspire the community with living examples of print’s potential "

Now in its ninth year, Power of Print crams a lot of content into its one-day format, and the impressive roster of speakers hail from a wide range of businesses and sectors, both in the UK and further afield. 


NEED TO KNOW

Power of Print seminar plus evening drinks reception and dinner

When 5 November

Where Stationers’ Hall, London

Price Day and evening: £269; day only: £169; evening only: £129. Members of Two Sides or the BPIF are entitled to an exclusive 20% discount across all ticket types.

More info and to book www.powerofprint.info


Some 200 professionals from print and its related fields will hear from a speaker line-up that includes representatives from the fields of advertising and marketing, journalism, packaging, retail and academia.

The organisers say there will be four key themes this year: trust in printed news; print’s strength in the media mix; sustainability; and print’s future. The day’s talks are followed by a networking drinks reception and a three-course dinner, after which comes a highlight of the event: an after-dinner speech and Q&A session with Ted Young, editor of the UK’s highest circulation newspaper, Metro.

The fact that print remains a trusted medium for news, will be the topic for the address by ‘don of advertising’ Rory Sutherland, vice-chairman at Ogilvy & Mather Group UK and founder of Oglivy’s behavioural science practice. As online news seems to get ever less reliable, print’s power in this sector is how it stands in opposition to ‘fake news’ outlets that have eroded much of the public’s faith in online reporting. 

Sutherland’s talk follows an introductory address from BPIF CEO Charles Jarrold, who will provide an overview of the challenging climate in which print continues to shine.

Sutherland’s topic will also be picked up in the address given by Juan Señor of Innovation Media Consulting, later in the morning, who will argue that fake news is “saving journalism in print and online”.

Sustainability is of course a hot topic, and print has often (and often unfairly) been targeted as a perceived offender. Professor Mark Maslin of UCL’s geography department, will outline how those in the industry can respond to the challenges and opportunities of climate change. Later, Jonathan Tame, managing director of print and paper advocacy group Two Sides, will present the results of the organisation’s recent campaigning actions.

The DMA’s managing director Rachel Aldighieri will highlight the ways print outperforms digital marketing and will discuss how brands can capitalise on print’s tactility by using it creatively.

Mark Lawn of Canon Europe, which is sponsoring the event along with Fedrigoni, says: “Now is the time to start knocking on brands’ doors and showing them print’s potential.

“What’s great is that we can inspire the community with living examples of print’s potential and how it’s helping to unlock new opportunities.”

Of the event, he adds: “For me, the quality of the speakers, discussion topics and professionalism make the annual Power of Print seminar a must-attend event for anyone in the industry. This event gives us the opportunity to come together as an industry – from print, paper, publishing, packaging and media – and foster the kind of innovative ideas we need to drive our industry forward.”


AGENDA

09:20-10:00 Registration and refreshments 

10:00-10:15 Welcome 

Charles Jarrold, BPIF 

Jarrold will give a brief overview of the current economic, political and technological challenges facing the print industry. 

10:15-11:00 Keynote 

Can we have that in writing? 

Rory Sutherland, Ogilvy UK 

Why print is more trustworthy than pixels. 

11:00-11:30 Riding the storm 

Ryan Battles And Zoë Francis-Cox, Archant Dialogue 

Over the past 10 years technology has accelerated at lightning speed, marketing channels expanded and consumer behaviours changed dramatically. But for Harley-Davidson and its ‘HOG’ community of riders, print has remained the most valued marketing platform. Content agency, Archant Dialogue has worked with Harley for 12 years and share their story of effective print strategies for today’s customer. 

11:30-12:00 Coffee break 

12:00-12:30 Mediamorphosis 

Juan Señor, Innovation Media Consulting 

The newspaper of the future and the future of newspapers: the challenges for print and paper in a digitally driven world and why fake news is saving journalism in print and online. 

12:30-13:00 Media freedom is under threat worldwide 

Jodie Ginsberg, Index On Censorship 

Journalists are threatened, jailed and even killed simply for doing their job. Ginsberg, speaks in defence of a “free, vibrant, independent and troublesome media” that provides society with the information big business and the corrupt would rather remain concealed. Ginsberg will also explore the role of print media in an increasingly digital world. 

13:00-14:00 Lunch

14:00-14:30 Better planet packaging 

Edwin Goffard, Smurfit Kappa 

Goffard will present Smurfit Kappa’s new initiative, ‘Better Planet Packaging’ which aims to reduce waste by creating sustainable packaging solutions for customers, the planet and themselves. 

14:30-15:00 The climate change challenge and your business 

Professor Mark Maslin, UCL 

With increasing media attention and public awareness, climate change is one of the most important challenges we face today. Maslin will explain the fundamental facts, why governments are concerned and are taking real action, how businesses can respond to this challenge and opportunity and how it will affect our daily lives. 

15:00-15:30 Death by a thousand cuts – the digitised decline of the advertising industry 

Nick Vale, Wavemaker 

As we race towards an AI-driven programmatically delivered advertising future, are we really creating communication that has consumers best interests at heart? One could argue that if we continue to follow our current trajectory we will end up in a world where pricing rules all and brands have little role or purpose... In this presentation, Vale examines the present and future state of the communications business and what we should be doing now to ensure we remain relevant and valuable to consumers in the future. 

15:30-16:00 Coffee break 

16:00-16:15 Promoting the sustainability of print, paper and paper packaging 

Jonathan Tame, Two Sides Europe 

Tame will give a brief update on the recent success stories of the Two Sides campaign. 

16:15-16:45 Zagging while others zig 

Lauren Sutton and Carl Kirby, Waitrose 

AI, machine learning, the inevitable march of the digital revolution: many industry commentators see these topics as the antithesis of the printed word, placing printing presses and the rest of the industry on the wrong side of history. While this view isn’t short on short-term margin generating opportunities (consolidation, lights off printing, marketing for an older demographic) one group of marketeers suggest an even bolder view of printed media should be considered. In a world of ‘screen time’ saturation and choice overload, it is the printed message that has the power to be most powerful, disruptive and, counter intuitively, digitally integrated marketing channel. 

16:45-17:15 Creativity + tactility = engagement 

Rachel Aldighieri, Data & Marketing Association 

Whether it’s new or existing customers, finding ways to engage consumers in a creative way is something all brands strive to achieve. In this talk, Rachel will discuss how brands can use the creativity and tactility that print can offer to better engage – including the latest findings from the DMA’s research into customer engagement, creativity and mail metrics from JICMAIL. 

17:15-17:30 Closing remarks 

Martyn Eustace, Two Sides Europe 

Eustace will wrap up the day’s events

18:00-22:00 Drinks reception and dinner

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