Ryan Newey, executive creative director of the advertising agency Fold7 and the subject of this month’s Think Bigger interview, says that printers tend to be brought in towards the end of the creative process and he believes that is how it should remain. Those who feel this lacks any sense or desire to collaborate would be quite wrong though. He goes on to say that the exception to this is if it means the concept lives or dies by the production process. The agency has been involved in some spectacular special-builds and large-format print plays a vital role in creating these real-world experiences.
Newey’s initial answer may annoy printers who feel they have something to bring to the creative conversation early on but it shouldn’t. Printers are not, nor should they try to be, the concept people. The concept, and the realisation of it, is what is important to the creative and Newey’s view precisely sums up the value that a printer can bring to him as a creative client. “As long as we can imagine it and someone else can deliver it, that’s how it works best for us,” he says.
Newey is clearly immensely respectful of the printer’s craft and has relationships with printers that go back 15-20 years. Ultimately, the creative-printer relationship is about understanding and respecting each other’s role and mission. For the printer this sometimes mean not getting too hung up on when you are brought into the process but rather what difference and contribution you can make when you are. Let’s face it, it doesn’t get much more important than being the people who can breathe life into a great idea.
Check out the full video interview over on Think Bigger by clicking here.