Talking ​Heads - The role of paper today

​UPM has collaborated with six leading brands and publishers across Europe to learn what paper means to their companies and marketing communications activities.

The series of six short films feature magazine publishers, world-wide media agencies, travel operators, designers and a high street retailer.

A new film will be launched every month – the first of which will be with Editor-in-Chief of Wallpaper* Magazine, Tony Chambers.

About Talking Heads

UPM has collaborated with six leading brands and publishers across Europe to learn what paper means to their companies and marketing communications activities. The series of six short films feature magazine publishers, world-wide media agencies, travel operators, designers and a high street retailer.

Horizontal divider

Tony Chambers, editor Wallpaper magazine

​Paper in the age of cross-media

Commenting on the debate between digital and print he states: “Since the rise of digital communication, digital media, I’ve noticed much more interest in how you use paper and how you use ink on paper, and experimenting with getting more from it. Because if you’re going to invest in putting your content into paper, then you need to make the most of it and I think there’s a real renaissance now in how content is delivered on paper."

Horizontal divider

​Dominic Pemberton - Argos and Home Retail Group

Dominic Pemberton, Head of Publications, Home Retail Group including Argos,
discusses the evolution of the printed catalogue and the increasing role of digital platforms. He discusses the shift to different publication types and the grades required to help promote their brand and its offerings to consumers.

​Her assessment of the end-user’s preference for paper reinforces the importance of this platform for luxury campaigns. These insights further prove how the marketing mix will continue to include paper as a key point of contact.

Horizontal divider

​Mercedes Erra - Bect

​Mercedes Erra, Founder of BECT and Managing Director of Havas Worldwide explains why paper is of highest importance for the marketing industry in general, especially for customer relationship marketing (CRM) purposes. In this one to one interview she agrees with studies that claim people trust more in the printed word than in the digital one.

Horizontal divider

​Pauline Zosi - IDEAT

​Pauline Zosi, Manager distribution and promotion, IDEAT discusses the way a magazine chooses its paper grades and their importance in establishing the titles as a brand. She highlights the importance of quality and range of paper choices for their advertisers.
Horizontal divider

​Torsten Gebke - TUI

​In this interview you will hear about paper being a supporting medium that helps clients understand the right messages.

Mr. Gebke highlights the quality of the paper, and the flexibility allowed by the different grades available: some papers are used to convey luxury and some to convey the inexpensiveness of a certain product.

"Paper gives me a feeling of security in terms of what I am reading and what I am holding in my hands. It stands for something promised and real. Paper will always have a future in our company." - Torsten Gebke, Head of paper purchase, publishing processes & logistics TUI.