D – This year’s edition of the Print and Digital Convention (PDC) was staged at the Düsseldorf Exhibition Centre on June 16 and 17. Organised by the Fachverband Medienproduktion (FMP/Media Production Trade Association) in collaboration with drupa and the Düsseldorf Exhibition Centre, the trade fair and congress serves as a meeting point for the printing, branding and packaging communities during the four-yearly intervals between the drupa fair. Combining an exhibition with top-class lectures, the event aims to bring together perspectives from the fields of branding, technology, communication and production, while showcasing current industry developments in a dynamic, practical way.
The approximately 60 exhibitors included providers of various printing technologies alongside specialists in packaging, direct marketing, interior and exterior design, software and e-commerce. Industry associations that cooperate with the PDC – such as the Verband Druck und Medien Nord-West (VDMNW/North West Print and Media Association), the Bundesverband Marketing Club and the We.Love.Print initiative – also maintained a strong presence.
Last, but not least, several exhibitors from the merchandise and haptic advertising sectors participated, seeking to forge connections with related disciplines. “We are here for the first time and hope to generate interesting new leads from the PDC’s core audience,” explained Dennis Meyer from Fruit of the Loom. “So far, we certainly can’t complain about the response. Our transfer printing press we are using to print T-shirts, is absolutely swamped with visitors.”
Boasting over 1,700 trade visitors, the PDC set a new attendance record. “The energy and openness tangible at this year’s PDC demonstrated just how great the industry’s current need for exchange, guidance and new perspectives is,” said Rüdiger Maaß, Managing Director of the Fachverband Medienproduktion e.V. (FMP). “It was particularly impressive to see the natural ease with which brands, agencies, technology providers and producers came together here. The record attendance confirms that the industry is seeking precisely this kind of exchange and wants to play an active role in shaping it.”
The two-day conference programme also reflected this trend. The keynotes, curated session series and panel discussions brought voices from the industry, design, branding and communications together. Topics such as customer experience, brand management, packaging, e-commerce and AI underlined just how closely print is linked to digital business models and modern communication strategies today. // Till Barth
Photos: Till Barth, © WA Media
