Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     WEBINAR: Keeping Print in the Mix in Customer Communications     European Coverage

Research results: The value of in-house creative services in a printing company

Published on December 19, 2016

Dr. Erica Walker, Lecturer in the Graphic Communications Department at Clemson University, shares results of her research about printing companies offering creative services. She provides guidance for companies thinking about adding or increasing in-house creative services.

Email Icon Email         

 

Discussion

By Gordon Pritchard on Dec 19, 2016

Cary made a good point regarding a printshop's inhouse creative can put the shop in competition with its print customers. So, a shop considering this move needs to consider the potential loss of business. In smaller communities, offering a creative service is probably not as risky as it would be in a larger community that has ad agencies, design studios, etc. In many cases it may be more effective (and safer) for the printshop to form strategic partnerships with select designers, ad agencies and photographers.

 

By Cary Sherburne on Dec 19, 2016

An interesting example of a company in a large community that has not only implemented creative services, but also actually has an agency is Tukaiz. They have been able to successfully navigate the competitive landmines. http://whattheythink.com/articles/76531-former-wunderman-exec-joins-tukaiz/

 

By Gordon Pritchard on Dec 19, 2016

I'm not so sure. The article sidesteps the issue and in the end it says: 'What’s next for Eby and the Tukaiz/agenz team? “I want to be recognized as an agency that rivals any of the bigger agencies in Chicago,” he concludes.'
That statement puts them in direct competition with agencies and design studios. Why should an ad agency or design studio that's competing against Tukaiz for a client's ad business then turn around and give Tukaiz that client's presswork?
I was an in-house creative director at a printshop in the early 1980s and competed against other ad agencies, design and photo studios for business. Because we could offer a "soup to nuts" solution we were very effective at competing against the local talent - and lost some of their business as a result. Some creatives took the position that they could offer better creative than we could and so felt that we weren't really competition. But they weren't enthusiastic about getting us to quote on their projects.
Our printshop's business shifted as a result of having in-house creative and that needs to be considered. It's not all sunshine and rainbows.

 

By Cory Sawatzki on Jan 03, 2017

I would say that having in-house creative for those needing it, and coming to you requesting it is good. Great interview to both Erica and Cary. Thank you.

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: SGIA and PIA: Why the partnership?

SGIA and PIA: Why the partnership?

Published: January 18, 2018

Ford Bowers, President & CEO of SGIA, talked with us about the partnership between SGIA and PIA, and the value to their respective memberships. A key element is introducing SGIA's membership to the many conferences that PIA hosts, as well as participation in legislative affairs activities.

 

Video preview: iLearning from Printing Industries of America: All new, available 24/7

iLearning from Printing Industries of America: All new, available 24/7

Published: January 17, 2018

Michael Makin, CEO of the Printing Industries of America, shares information on PIA's iLearning University for the printing industry, which has been completely retooled and includes the opportunity for certification across a variety of disciplines, including Customer Service. Core content included in PIA affiliate membership fees.

 

Video preview: Thayer Long on NPES Rebrand and New Mission

Thayer Long on NPES Rebrand and New Mission

Published: January 17, 2018

Richard Romano talks to Thayer Long about the name change from NPES to Association for Print Technology, as well as the association's new mission to drive the industry forward.

 

Video preview: Idealliance: Taming the Wild West of the Packaging Supply Chain

Idealliance: Taming the Wild West of the Packaging Supply Chain

Published: January 16, 2018

Tim Baechle, Vice President at Idealliance, talks about how Idealliance is repositioning itself around three primary goals: communication, education and validation. With offices around the world hte organization's evolution to a think tank has changed the model of how it works. Programs like G7 and BrandQ create a swim lane for the packaging supply chain to create seamless communication. Baechle shares thoughts about how the organization is serving some of the worlds largest brands and converters to tame what he calls the Wild West of Packaging.

 

Video preview: Frank's Favorite Books about Paper

Frank's Favorite Books about Paper

Published: January 12, 2018

Frank is an unabashed paper lover and is into trees. He describes some of his favorite books about paper that are on paper. He also manages to mention Zip disks.

 

Video preview: Sell Workflows Not Print

Sell Workflows Not Print

Published: January 10, 2018

Solving workflow issues for a customer opens up the door to long-term repeatable business. Jennifer Matt cites recent project work where building workflows brought in significant print business.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2018 WhatTheyThink. All Rights Reserved