“Zagging while others Zig”
AI, Machine Learning, the inevitable march of the digital revolution: Many industry commentators see these topics as the antithesis of the printed word, placing printing presses and the rest of the industry on the wrong side of history.
While this view isn’t short on short-term margin generating opportunities – consolidation, lights off printing, marketing for an older demographic – one group of marketeers suggest an even bolder view of printed media should be considered: In a world of ‘screen time’ saturation and choice overload, it is the printed message that has the power to be most powerful, disruptive and – counter intuitively – digitally integrated marketing channel.
Carl Kirby, CRM Marketing manager
Carl Kirby leads a Customer Relationship Marketing team in Waitrose which has achieved commercial, customer and industry recognition after placing print at the heart of its marketing mix.
He has spent over a decade working in marketing and communications roles in the John Lewis Partnership with print at their heart. He studied and practiced a variety of print design disciplines at the University of the Arts London before he began his career with John Lewis.
Lauren Sutton, Assistant Marketing Manager
Lauren Sutton is a specialist in Direct Mail, and currently manages campaign strategy at Waitrose, including the strategic development of new format design and programmatic digital campaigns.
She is also passionate about consumer psychology and behavioural science. She studied consumer behaviour and marketing at Reading University. Since graduating she has lead campaign design in trade, commercially funded and consumer marketing.