NEWS IN DEPTH
Brother backs inkjet with new campaign
Brother is launching a multi-million campaign push to build out its brand presence in the SOHO/SMB inkjet market across Europe. The investment is part of a strategy to increase market share on the back of growing demand for reliable, quality inkjet printers and the strength of Brother’s existing and new inkjet line-up. A key objective of the campaign is to build brand perceptions around the ease of use and durability of Brother printers. For channel partners, this will unlock opportunities to sell (and upsell) on quality, even for everyday printing needs in smaller settings. “Our resellers and channel partners are fantastic at selling our printer technology, making us number one in A3 inkjet, mono laser and colour laser,” said Matthias Schach, director Brother Europe – Sales & Marketing. “The opportunity in our sights now is the sizable A4 inkjet category,
where lack of awareness is holding us and our resellers back. This major campaign is here to fix that, helping channel partners sell today and grow with us tomorrow.” The campaign is being backed by significant, multichannel media spend in 15 European markets, a first major campaign burst will dramatically increase visibility of Brother as an inkjet brand across multiple touchpoints and with memorable, emotive creative. Under the banner ‘More time for life’ the campaign will be seen by SMB and SOHO audiences on social platforms and websites, as well as out and about and on streaming services. The creative will be focused around three hobby-themed short films, each showing how Brother inkjet printers give people more time to do what really matters to them.
Matthias Schach director Brother Europe – Sales & Marketing
brother.co.uk
ESP Colour upscales with Ricoh C9500 investment
Ricoh UK has announced a new investment from ESP Colour, which has acquired Ricoh’s flagship Pro C9500 colour cutsheet. ESP Colour, a print service provider that produces a range of litho and digital print, will use the engine to produce high-quality A4 landscape covers and long sheet jobs. The company recently transitioned to the Ricoh Pro C9500 colour cutsheet in response to an increased demand for A4 landscape covers from its publishing and print-on-demand clients. Previously, these covers were printed on a Kodak Nexfinity and a Ricoh Pro C7200. With the Pro C7200 reaching the end of its service life and a planned phase-out of the Kodak Nexfinity, ESP Colour opted-in for a higher-quality replacement solution.
“After careful consideration, we decided that the Ricoh Pro C9500 engine stood out amongst its competitors as it produces best-in-class output for A4 landscape cover printing,” said Dave Woloszynski, head of digital production and operations at ESP Colour. “This investment exceeded what we achieved previously – not only delivering a competitive click cost and superior print quality, but also the option to print onto card material up to 470gsm with reproduction of solid colours and subtle tints.” The investment marks a joint commitment to enhance production capabilities and deliver high-quality print for the publishing sector, ensuring the evolving needs of ESP Colour clients are met to a favourable standard. n
Dave Woloszynski head of digital production & operations
espcolour.co.uk
12
Powered by FlippingBook