DIGITAL digest

The panelists were asked about offering creative services and the danger of being seen as a competitor by agency customers. Corporate Press has designers on staff, Print Three has a sister company that is a true ad agency and Graphix Products freelances out creative work.

All three agreed that care must be taken in maintaining these relationships, but said they've found agencies don't necessarily have the specialized expertise required for doing variable data printing and cross-media campaigns. Their advice was to position your company as a resource for ad agencies and to only pitch services that complement a given customer's in-house capabilities.