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By Montserrat Petit, founder & managing director of the marketing agency MOND

In today’s world, we are constantly bombarded with all kinds of information in all possible formats, shapes, colours and sounds. Our brains receive thousands of messages every day and are constantly switching from one topic to another.

By Sander Sondaal, Director Commercial Print Sales, Ricoh Graphic Communications, Ricoh Europe

Escalating costs, greater development of sustainable practices, and enhancing customer engagement are among the market pressures shaping strategy for today’s marketers, print buyers, and brands.

In the summer of 1999, I was just starting my doctoral program at Virginia Tech. My advisor Mark Sanders, who many of you know, highly suggested I drive up to Ferris State University for this IGAEA conference. The idea of driving to Michigan in an old Pathfinder that did not have air conditioning did not excite me. Nor did the idea of staying in a dorm without air conditioning. Nonetheless, I drove up to Ferris State University and it was the first of many IGAEA/GCEA conference for me. While at my first conference I definitely felt a little out of place, but I soon got over that and was welcomed by the members and I am still friends with several of those members that I first met at my first conference. The conference was very exciting to me. I was just getting into teaching, and it gave me a lot of ideas to bring to the classroom. More importantly I think it provided the social context and the peer interaction that I truly value at conferences still today. To me a conference is not just about the presentations, but also about the face-to-face interaction and discussions that take place between the attendees.

Since going to that first conference, I have been to many more and loved each of the conferences I have been to. I have been to conferences in Pennsylvania, California, Ohio, Missouri, Illinois, North Carolina, South Carolina, Nevada, Texas, and this summer I am looking forward to being in Rhode Island. As many of the old members might remember, I saw the USA the IGAEA way.

By Erwin Busselot, Director, Business Innovation & Solutions, Ricoh Graphic Communications, Ricoh Europe

British naturalist Darwin famously said: “It’s not the strongest species that survive, nor the most intelligent, but the ones most responsive to change!”.
This is also true for companies. As in competitive markets commoditisation often displaces differentiation. This is also Darwinism at work.
Commoditisation can, however, be countered by innovation. But we can be held back from innovating by the demon of inertia in us.

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