Russ Hicks celebrates 50 years in print as Genesis Marketing turns 30

A print and marketing service firm is celebrating two anniversaries simultaneously, with the company turning 30 at the same time that its owner celebrates 50 years working in the print industry.

Founded in 1996 by print veteran, Russ Hicks, Genesis Marketing Services operates as a highly targeted freelance public relations and marketing consultancy specifically for print and packaging professionals.

It has worked for a wide range of clients during its history including Morgana Systems, manroland Goss GB web presses (prior to its split into sheetfed and web companies), Xeikon, Marlowe Graphics, and Troika.

Concurrently, Hicks began his career with a trade apprenticeship in composition and page-assembly. He spent decades working on print shop floors, in production offices, in sales, and in international pre-press marketing roles for companies like AM International and Monotype Systems before launching Genesis.

Hicks and Genesis Marketing have carved out a considerable niche in the public relations sector over its 30 years. Frequently seen at printing and packaging exhibitions and events, Hicks has also enjoyed freelance PR roles with both small and large equipment supply businesses.

In addition to his PR work, Russ has also written a wide range of features for the trade press – both in the early years with PrePress News (a now defunct A3 format publication) and in more recent times for Print Monthly, with a combined total of over 55 published articles.

Looking back at his history in print, Hicks says: “It’s been a fabulous journey. It really doesn’t feel like 50 years in the industry, or 30 years in the PR arena.

“There’s an age-old saying about work: ‘Find a job you love doing, and you’ll never work another day in your life’, or something like that. OK, that might be a bit of an exaggeration, but it’s not a million miles from the truth. It really has been a blast.”

Speaking about particular highlights of his career, Hicks adds: “I’ve worked for and with some wonderful people and great companies, with some fabulous leading-edge products – plus, of course an amazing cohort of brilliant journalists and editors over the years.”

Hicks started his print journey as a composing room apprentice at Bocardo & Church Army Press in 1976, at a time when lead type was still the key component for page assembly in the commercial sector.

Hicks says that his long-term industry knowledge has been valuable when discussing pre-press articles with contributors, as well as when talking about installed products with potential PR subjects.

As computer-based typesetting technology became mainstream, Hicks took note of the trainers who would provide companies with education about the new equipment, thinking that this was a job he could see himself doing.

This eventually led to a role with American-owned AM Varityper – one of the three main suppliers of photo-composition equipment in the 1980's. The job included demonstrating products both in the showroom and industry exhibitions, as well as training new customers in the London training school, or on follow-up visits for in-company training.

Just over 18 months into what he desribes as "a dream job", a position was mentioned to Hicks within the AM International group working in the company’s international dealer office.

The job included typesetting support, managing dealer training needs with support from AM offices in the UK, and producing marketing support material.

Without the internet or mobile phones, his support work often included international flights. Memorable excursions included a month-long tour of Africa covering Nigeria, Kenya, and Mauritius.

Support for dealers also included having a presence at international trade shows such as drupa, IPEX, IMPRINTA, and the newspaper focused IFRA event.

AM International eventually sold the Varityper business, with Hicks being made redundant a year later. This led to a year-long stint as marketing manager for Monotype Systems in Surrey. Hicks explains: “This included a rather hurried stand and accommodation selection for yet another drupa show, followed swiftly by an IFRA show in Amsterdam, before a certain Tullio Ponzi decided that he wanted to change the marketing focus, resulting in another redundancy.

“That led to the formation of Genesis Marketing Systems (Milton Keynes) 30 years ago.”

One of the most unique and memorable promotional moments for Genesis, according to Hicks, was securing the hire of a real FA Cup trophy for a day at the 2002 IPEX trade show, to draw crowds to the Centurfax stand. He says: “It provided a real focus with a long queue of people wanting to hold the trophy and have their photo taken with the cup.”

Unfortunately, progressive multiple sclerosis has led to the gradual reduction in the quantity of work that Hicks has been able to produce over the last 15 years. He adds: “It’s a bit of a nuisance, but there are a great many people with far worse problems to live with.”

The many that have had the chance to work with Hicks over his 50 years in the industry will know that this exemplifies his approach and outlook.