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Industry

Senior marketing figures back printed media

Three senior figures within the marketing industry have come out in support of print, stating that the media has a major role to play in the future of advertising materials

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Pablo Del Campo, worldwide creative director at the Saatchi and Saatchi agency, says print is the “toughest creative challenge” in marketing

Speaking to Print Power, an organisation dedicated to promoting print and its role in marketing campaigns, staff from Saatchi and Saatchi, Rapp and Mondelex International spoke out in favour of print.

Pablo Del Campo, worldwide creative director at the Saatchi and Saatchi agency, comments that if you can get work right with print, then you can use any media to create marketing materials.

“There's been a lot of talk in our industry about how new media has transformed everything, but print still represents the toughest creative challenge in the business,” Del Campo explains.

“If you can do great work in print you can do great work in any other media—that's because print, the oldest form of advertising, is a creative exercise in simplicity and distillation.

“Being captivated by a print ad is similar to looking at a great painting or photograph in a museum. 

If you can do great work in print you can do great work in any other media—that's because print, the oldest form of advertising, is a creative exercise in simplicity and distillation

“In a busy, crowded world, it's a moment of silence, stillness and communion of ideas between viewer and artist.”

Shiona McDoughall, executive strategy director at Rapp, also spoke in support of print, commenting: “Whether we're talking about letterbox marketing or press and magazine advertising, print is still very much a key part of the mix.”

In addition, Matt Stockbridge, head of analytics at Mondelex, weighed in on the debate by stating: “It's trust that, like many of our peers, we have tended to invest more in new media channels than more traditional channels such as print or radio, with levels of TV investment remaining reasonably consistent. 

“If, however, the requirements of a specific campaign suggested that investment in print media would make sense then we will do it.”

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