MAN Roland and the Fachverband Medienproduktioner (f:mp.) got creative thinkers, media producers and printers excited about print finishing at the event “Creativity in Print” on 21 February at MAN Roland in Offenbach, Germany.
All 110 participants from advertising agencies, branded companies and printhouses are in agreement about one thing: extraordinary print products turn brands into a multi-sensory experience. The innovative use of finishing techniques forms new ideas and spurs creativity. Print products finished with varnish, cold and hot foil and embossing create emotional appeal and stage the brand effectively. Print finishing gives the consumer an appetite for the product, and the essence of the brand always determines the style of the finishing. One thing is certain: You get the best results if marketing, creation and production cooperate from the start and have an innovative approach to finishing. For this reason, representatives showcased the entire value-added chain at the “Creativity in Print” event.
Creative refinement
Jessica Oehlenberg, marketing purchasing/production employee at BSH Bosch und Siemens Hausgeräte GmbH, and Jürgen Kleinhans, Director of Media Production at Bacardi Deutschland GmbH, acted as representatives for the brand sector. Based on their brand communication, they explained to participants how brands can differentiate themselves through print finishing. Michael Stickel, CEO of Young & Rubicam, and an advocate of the valuable communication generated via printing and finishing, represented the agency sector. With an array of original practical examples, he proved that a valuable print product must always be combined with an extraordinary idea in order to inspire.
Inspirational finishing techniques
As representatives for printhouses and manufacturers, Klaus Valet (Technical Director of printhouse Hammesfahr) and Sascha Ehrenberg (responsible for the ROLAND 700 product marketing) demonstrated the added value that can be generated through innovative print applications such as cold foil finishing with the InlineFoiler Prindor. At a practical workshop in the MAN Roland Graphic Center, participants could experience cold foil finishing, double coating application and UV printing first-hand. The workshop was rounded off by discussions with a panel of experts.
Working together for a powerful print product
Feedback from the event demonstrated that all participants in the “print value-added chain” realise the strong potential offered by collaboration. Together, creative thinkers from agencies, branded companies, printhouses and printing press manufacturers strengthen “Creativity in Print”. For this reason the event will take place again on 24 April. Information on the event can be found at: http://www.f-mp.de/kreativevent.
（Raising their glasses: a gift for event participants）
（In place of a drink: a print sample from Bacardi）