Brady Marketing Group has been around for over 50 years, first as an art studio and then over the years migrating into the total content development company of today. Integrated marketing to include advertising, public relations, relationship marketing, point-of-purchase, database management and web site development. Philips Medical Systems, Komatsu Equipment and Miller Electric Manufacturing are their largest three accounts currently. The agency employs about 35 full time professionals and contract workers as needed.

Gerald has served in multiple capacities over the last 23 years all of which has to do with advertising agencies or design and desktop studios. He has been an Art Director, Production Artist/Supervisor and Production Manager. Gerald has worked in the Milwaukee area his entire career, although he has served national and international accounts. Mostly business-to-business and agriculture markets.




What is Brady Marketing doing to leverage the current advertising slump?

The economy has shut down the majority of spending in the markets. For the last six months we have really felt the pinch to the point of employee consolidation and reorganization. We are currently placing new business efforts in new markets as our highest priority as are most of our competition.

Are your clients starting to work direct with the printers?

I use several print suppliers in the area close enough that I can do press checks within a half hour drive. Our clients, now more than in the past, are asking for collected files and they let out print projects to their local vendors to keep shipping costs down. Unfortunately, they miss out on our quality control service.

Is having a “middle type person” essential for most jobs?

I believe that every substantial job, unless it is an exact rerun, requires either a knowledgeable client or agency representative at press side. Regardless of how qualified the printer may be, they simply don't know which compromises the designer or client will prefer or accept. We all know that once signatures are imposed that certain situations call for action at press side and if issues are not pushed with the press operators, you would otherwise have to live with the consequences. After it is printed, it is too late.

How do your printers perform in terms of quality and turnaround times?

All printers with good presses can do a very fine job given clean files, good quality paper and an appropriate amount of time to produce the job. Many of my jobs need to hit a firm deadline, particularly if a tradeshow or major client meeting is ahead. Most printers that I deal with do everything within their power to get it done right and delivered on time and will offer to print three shifts per day and most will work the weekend when absolutely necessary.

Tell us about the communication efforts and traffic coordination between your vendors and staff.

Communicate first thing in the morning the status of jobs that are currently in house at the printer and when the next step will take place. Most of my printers also do the file prep and proofing as well as printing, finishing and shipping. Some do the mailing for me as well. Our traffic coordination at the agency includes knowing and reporting to our account managers the status at every stage their work is in. Our account managers communicate this information to their clients. One of my printers in particular does this on every job and I am encouraging all to do the same. Constant updating, especially if their timeline changes or problems occur. Better to get issues resolved early and not be afraid to ask questions before and during the production state. Nothing should be assumed.

How are you using integrated marketing strategies to hedge reduced print demand as a result of the Internet?

It is obvious to us who have done lots of printed work that we are doing less of it as a result of the information being disseminated by the internet. We find that much of the work which we print also will be repurposed to go onto the internet, which is a service our agency offers. As our agency responds to this need and we can be competitive doing it, we become better agents for our clients. This is where "integrated marketing" really begins to happen. Since we database distributor and end user information, we use it as many ways as we can. This is the basis of our strong use of relationship marketing approach. We take the "accountability" issue very seriously. If our clients don't grow their business and do it profitably, then we need to reconsider our approach and make it happen for them and us. We don't just do our jobs, we live our jobs.

What are some of the “Critical Success Factors” in your position?

Ordering print is a small part of my job. Agencies our size are a conglomeration of multi-talented individuals bringing our skills together in one place in an organized manor. My years of Art Direction help me to mentor and consult with our on staff Art Directors and Account Managers. My position involves supervising our two project managers, our traffic manager and our two Production Artists. In-house digital photography for concept and some for print is in my hands. It is my creative outlet. I do most of the estimating of projects going to print, CD and video production. Currently our New Media designer does the web related estimating and coordinates with web outside suppliers. Our agency does not do television production. Being responsible for internal and external color management, archiving high resolution files and being the source of materials for our clients and their other suppliers is a growing part of what my department does. Understanding file types and appropriate use is vitally important to me.

What happens when you have to resolve issues or problems between your client and the print vendor?

The last print job was two brochures for the same client running one right after the other. One went well and the other had a communication problem with type changes that the printer was supposed to have made. They were assumed to have been made and were not. The job was not technically wrong but did not reflect the clients wishes and we are currently in negotiations. The client was able to use the brochure as fulfillment in his immediate mailing but would like the printer to rerun at his cost. We as the agency have some responsibility as do I personally, and now we have to find the middle ground at no cost to the client. At least there was nothing misspelled and actually printed as the "original approved copy" was given, just that the preferred update to the copy (2 words) did not happen. All else about the print quality and delivery was fine.

What is your preferred paper type?

I choose the paper or at least make suggestions to the Art Director. We typically print on a #1 sheet or at very least #2 on some sheets on 2 or 4 color work. 4 color work most often ends up printing 5 or 6 when corporate pieces are to be consistent. Color accuracy and paper quality and consistency are very important elements.