Session Details
Print has an extraordinary story to tell. The challenge is that, as an industry, we have not always told it in a way that resonates beyond our own walls.
In this session, Brendan Perring, General Manager of the IPIA, will explore the thinking, research and industry collaboration behind A New Narrative for Print – an ambitious initiative designed to reshape how print is understood by brands, marketers, policymakers and wider society.
Drawing on research that reveals powerful associations between print, trust, attention and credibility, Brendan will examine why some of the long-established assumptions surrounding print no longer reflect the evidence – or its role within an increasingly fragmented media landscape.
Crucially, the session will look beyond defending print against digital. Instead, it will explore how the industry can build a stronger, evidence-led narrative around print as a powerful physical medium that complements digital channels, drives engagement and delivers measurable value.
Speakers
Brendan Perring
General ManagerIPIAWorking with businesses, policymakers, technology partners and the wider marketing community, he is passionate about reshaping perceptions of print by promoting its commercial, creative and sustainable value.
Before joining the IPIA in 2019, Brendan built a career spanning undercover investigative journalism, publishing and events, including roles with an array of Scottish and Welsh regional newspapers, The Sunday Times, Print Monthly and SignLink, before co-founding The Print Show in 2015.
A respected industry commentator, speaker and editor, he is known for bringing people together, challenging conventional thinking and helping businesses see beyond print to the value it creates.