Faster, better, smarter and cheaper

Some of the most significant developments in the commercial printing industry have very little to do with paper, ink and presses. One of the more notable developments is in the exchange and handling of client information. For example, from the marketer's...

Some of the most significant developments in the commercial printing industry have very little to do with paper, ink and presses.

One of the more notable developments is in the exchange and handling of client information.

For example, from the marketer’s office chair, he or she can log on to a printer’s system, view their layout and proof the work online. Changes can be made instantly.

‘They can deliver their message through the Internet,’ says Alec Couckuyt, vice-president of Transcontinental Printing’s direct marketing group. ‘We can accept all forms of input mediums without encryption. The files may be compressed, or sent in plain text, or labeled or unlabeled.’

And printers are also adding data processing and manipulation and database management to the mix.

‘We can filter a complete database,’ Couckuyt continues. ‘For example, we’ve got 135 different models for Esso Canada ready to ship.

‘It is combining data services with our print services to better help marketers achieve greater response rates. Geostatistical analysis, win-back, retention and acquisition, nth select – this is the language we have to speak as we transform from printing company to a supplier of direct marketing services.’

Ed Strapagiel, senior vice-president with Kubas Consultants in Toronto, calls it a ‘fortuitous marriage’ between database marketing methods and printing technology.

‘It’s all about doing it faster, better, smarter and cheaper,’ he says. ‘The client is the one sitting there with the mailing list. And it’s now possible for direct mail advertisers to produce a campaign at lower cost and greater speed if they can deal with a printer directly. They can e-mail the files over. It really speeds up the process.’

Despite the advent of technology – particularly Internet-based connectivity – ‘direct mail still chugs along,’ continues Strapagiel.

‘There are a lot of different forces affecting direct mail, but they tend to be offsetting. Sure, there is e-mail marketing, but even if you have e-mail, it’s used for prospecting or lead generation. Somewhere along the line, you probably still want to send somebody a four-colour brochure.’

Also in this report:

* Going beyond personalization: Through the use of in-line finishing and imaging, it’s possible to deliver a customize package in less time and for less money than ever before p.D10

In Brief: The Garden picks CDs to take on daily creative leadership

Plus, Naked names two new leaders of its own and Digital Ethos comes to Canada.

The Garden promotes two creative directors

ACDs Lindsay Eady and Francheska Galloway-Davis have taken over responsibility for day-to-day creative leadership at The Garden after being promoted to creative director roles.

The pair will also help develop the agency’s creative talent, formalizing mentorship and leadership activities they have been doing since joining the agency four and three years ago, respectively. In addition to creating the agency’s internship program, the pair have worked on campaigns for Coinsquare, FitTrack and “The Coke Challenge” campaign for DanceSafe.

Eady and Galloway-Davis will continue to report to The Garden’s co-founder and chief creative officer Shane Ogilvie, who is stepping back from daily creative duties to a more high-level strategic role, allowing him to focus on client relationships and business growth.

Naked Creative Consultancy names new creative and strategy leadership

Toronto’s Naked Creative Consultancy has hired Yasmin Sahni as its new creative director. She is taking over creative leadership from David Kenyon, who has been in the role for 10 years and is moving into a new role as director of strategy, leading the discipline at the agency.

Sahni is coming off of three years as VP and ECD at GTB’s Toronto office, where she managed all the retail, social and service creative for Ford Canada. She previously managed both Vice Media and Vice’s in-house ad agency Virtue.

Peter Shier, president of Naked, says Sahni’s hiring adds to its creative bench and capabilities, as well as a track record of mentorship, a priority for the company. Meanwhile, Kenyon’s move to the strategy side, he says, makes sense because of his deep knowledge of its clients, which have included Ancestry and The Globe and Mail.

Digital Ethos opens a Toronto office

U.K. digital agency Digital Ethos is pursuing new growth opportunities in North America by opening a new office in Toronto.

Though it didn’t disclose them, the agency has begun serving a number of North American clients, and CEO/founder Luke Tobin says the “time was right to invest in a more formal and actual presence in the area.” whose services include design, SEO, pay-per-click, social media, influencer and PR,

This year, the agency’s growth has also allowed it to open an office in Hamburg, Germany, though it also has remote staff working in countries around the world.

Moray Hickes was the company’s first North American hire as VP of sales, tasked with business development in the region.