In this episode of Printing's Alive, Warren Werbitt engages with Lucy Swanston of Nutshell Creative to delve into her extensive background in the print industry. They discuss the role of trade associations and the Strategic Mailing Partnership in educating providers, and explore marketing and branding strategies within the print sector. The conversation touches on differences between the UK and North American print landscapes, attracting young talent, and evolving trends like high-end catalogs and direct mail. Lucy shares insights on building customer relationships, the impact of embellishments, and her experiences with Cannes Lions. The episode concludes with advice on industry events, marketing, and supporting new talent.

(0:00) Introduction of guest Lucy Swanston and Nutshell Creative

(1:09) Lucy's background in the print industry and Nutshell Creative's role

(3:37) Trade associations and the Strategic Mailing Partnership

(4:39) Balancing professional and passion projects

(5:32) Marketing and branding strategies in print

(7:12) Educating providers through trade associations

(8:29) UK vs North American print industry landscapes

(9:45) Attracting young talent to the print industry

(11:08) Evolving trends: High-end catalogs and direct mail

(18:02) Shifts in print project sizes and management

(23:33) Advice for printers: Industry events and marketing

(24:38) Building customer relationships in print businesses

(29:32) The role of embellishments in print design

(33:01) Fifth color printing vs. embellishments

(34:07) Lucy Swanston's experience with Cannes Lions

(36:04) Direct mail's impact as a digital disruptor

(41:51) Nutshell's future and supporting new industry talent

(45:19) Employee retention and team dynamics at Nutshell

(48:26) Lucy's final insights and advice

(49:25) Episode wrap-up and call for listener feedback