IPIA looks to change perception of print marketing with new Print Made This campaign

Dec 10, 2024 | Industry News

Print Made This Memory e1733822638376 IPIA looks to change perception of print marketing with new Print Made This campaign

IPIA has announced its ‘Print Made This’ campaign

The IPIA has announced a new ‘Print Made This’ social media campaign after finalising white papers as part of its New Narrative for Print Project.

The organisation hopes to strengthen the perception of the print sector – particularly in marketing – by exposing the ‘hidden’ role in the world of communication.

The campaign’s purpose is to override the narrative surrounding print amongst businesses discovered by IPIA in its white papers.

The research, collected over 12 months and using 12,000 data points, detailed the perception of print marketing by consumers.

It encompassed a variety of metrics: from effectiveness, trust and sustainability, to the role of print within multi-channel marketing campaigns.

The research found there is a lack of recognition among consumers about the role print plays in their everyday lives and that it needs to be ‘rediscovered’.

Through the ‘Print Made This’ campaign The IPIA now hopes to permanently shift the perception of print across an end-user and consumer audience by having new conversations about the place, purpose and role of print across sectors such as marketing, advertising, design, fashion, textiles and photography.

The project is already being championed by multiple partners including Citipost Mail, Imprint MIS, Ricoh, Konica Minolta, Epson and The Printing Charity.

Phil McMullin, head of sales (commercial and industrial) at Epson UK said: “We need to get the message about print across through education – getting the right information cascaded down to the right people, who make the decisions.

“If we can change how end-users perceive print as creative, innovative and sustainable, that’s going to be a good thing for everybody.”

Pete Horwood, commercial director at Imprint MIS, said: “We realised a lot of public perception about print is outdated and, in some cases, print is irrelevant.

“Our industry can produce results, an excellent piece of packaging, or interesting graphics you walk past every day – that is print.”

Neil Lovell, chief executive at The Printing Charity, said: “This research has put work into understanding that perception and looked at some of the gaps, whether that’s in demonstrating the effectiveness of the medium for brands or organisations that ought to be using print more broadly, or for younger people choosing the industry as a career opportunity.”

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