Two Sides to power on

The TSA Limited (Two Sides) AGM held at the Royce Hotel in Melbourne was a full house with a record number of attendees.

For the third edition of this annual event, TSA organised speakers to inspire discussion and generate new opportunities within the paper and print industry.

Kellie Northwood, Executive Director, TSA, outlined TSA’s accomplishments for the year including a 31 per cent membership increase, more than 60 sales briefings, some 144 articles of media coverage (TV, radio, print and online) and no less than 47 meetings with federal, state and local politicians lobbying for the print and paper industry as well as launching a third campaign, Keep Me Posted.  

The event kicked off with advertising guru Andrew Egan, general manager, Retail, JWT, sharing an agency perspective on the role that print plays for their clients and brands. Egan highlighted that many JWT clients, including those in the retail sector, are heavily engaged with print as part of their multi-channel campaigns and outlined how important print is as a ‘foundation platform’ channel. He particularly mentioned the amazing success story of the marketing campaign To Russia with Love for the MQFF which started with a printed billboard in Melbourne and travelled the world through social media.

He narrowed in on how the new retail eco-system is seeing many campaigns centre around print (catalogues), that has had an 11 per cent increase in ‘heavy readership’ over the past twelve months.

Craig Dunn, national manager Sustainability, Communication & Marketing, Australian Paper, was up next to change gears into the sustainable features of paper and print. Dunn opened highlighting the simple truth that paper is ‘made from a renewable resource which can be replanted and regrown in perpetuity’, which is not something that can be said for every media channel.

He also shared some interesting Australian Forest information, including the fact that Australia has the seventh largest forested area in the world, with 94 per cent of it protected from commercial harvesting.

As Egan and Dunn covered VoPP and Two Sides content, Nevi Laketa, communications manager, KW Doggett followed to share how they use TSA content to add value to their customers and provided her top five tips on maximising membership.

The event was an opportunity for the industry to come together and explore the challenges Northwood highlighted and opportunities ahead for 2017. The TSA Team, Board and its members are companies motivated for a strong future and give a united voice for our channel.

TSA Limited (TSA) delivers three campaigns to the industry –Two Sides, Keep Me Posted and Value of Paper and Print.

Two Sides is part of a global initiative by companies from the Graphic Communications Industry including Forestry, Pulp, Paper, Inks and Chemicals, Pre Press, Finishing, Publishing, Printing, Envelopes and Postal Operators. Our common goal is to promote the sustainability of the Graphic Communications Industry and dispel common environmental misconceptions by providing users with verifiable information on why paper and print is an attractive, practical and sustainable communications medium.

Keep Me Posted is a consumer rights campaign lobbying for companies to abolish fees for paper based statements, arguing the consumer should have a right to choose how they wish to be communicated to.

Value of Paper and Print (VoPP) is a campaign promoting the efficacy and engagement of paper and print as a relevant, effective and modern media channel. Using national and global research that highlights the power of print performance when included in multi-channel campaigns. The objective of the campaign is to develop a strong messaging platform for the paper and print industries to promote print as a powerful, effective and results driven media channel.

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