Two Sides Australia will use research from its 11-country network to promote print's effectiveness and green credentials.
Executive director Kellie Northwood attended November's annual general meeting in London, where the organisation discussed taking a united approach to marketing, research and industry expertise.
"The benefit for Australia is that we will have greater access to some of the environmental science coming out of Europe and the US," she told ProPrint.
"A lot of Australian paper comes from Europe, so getting greater access to that research will help us understand more for the Australian market.
"The head of the US [Two Sides] owns his own forestry land. He has a very strong knowledge of sustainable forestry and regeneration of biodiversity."
Northwood said the Australian office would launch a campaign next year to promote the effectiveness of print after focusing on print's environmental credentials in 2013.
[Opinion: Printers need to be seen to be green]
She said the campaigns were complementary, because some companies had lost faith in print and had then resorted to greenwashing to justify their increase use of electronic marketing.
"Paper and print are really effective ways to communicate and we need to get that message out to print buyers and marketeers and agencies," she said.
Two Sides Australia has 43 members. The international coalition also features the US, UK, South Africa and seven other European countries. Brazil may also join in 2014.
The London meeting featured presentations from environmental group WWF, market research firm Neilsen, retailer Marks & Spencer, augmented reality studio Layar, London business Precision Printing and vendor Canon Europe.
"Listening to leaders speak about print and its relevance within the digital world was inspiring," said Northwood.
"These insightful leaders talked through print as a medium rather than a manufacturing output and I believe our industry can take much from our expertise and meeting the demands of communicating in information-rich worlds."
[Related: More news about Two Sides]
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