The Power of Print 2025 event underscored the continued importance of print communication in today's digital landscape. Experts from Brazil and abroad convened to discuss the strategic role of print in marketing and communication strategies.
The event highlighted the creative impact and sensory experience that print offers. Justin Cairns from Ogilvy UK emphasized the emotional value and creative power of print in building memorable campaigns. He stressed the importance of integrating print intelligently with other media channels.
Erik Carvalho from Editora Abril noted that print provides depth, a curated experience through its cover, and a tactile sensory experience. Eric Benitez from AlmapBBDO added that print encourages contemplation and a more engaging relationship with consumers.
Global research supports the enduring preference for paper. A Trend Tracker 2023 survey revealed that paper and print communication have gained preference among consumers since the pandemic. The survey indicated that most Brazilian respondents consider paper biodegradable, cheaper, better for the environment, lighter, and easier to recycle.