Target the print markets
13 September 2012
Purchasers are gradually making inroads into buying print services, but they must tread carefully to overcome mutual distrust and build relationships with internal clients and agencies. Peter Crush reports
Looking back, such a reaction might seem astounding, but five years ago, if a client even suggested outsourcing its print buying away from the below-the-line creative agency responsible for producing its direct mail, catalogues and even its business cards, the idea would have been ridiculed. After all, creative agencies were the custodians of company image, and only...