In a Dscoop.com session focused on turning print into measurable brand impact, three HP innovation leaders challenged PSPs to rethink their role in the marketing ecosystem. The central message: Print is a platform ripe for engagement, personalization and business growth.
Abel Sanchez-Hermosilla, Head of HP’s Brands & Agencies Innovation team for EMEA; Corina Alexandra Pop, HP Graphics EMEA Creative Services Lead; and Guy Bibi, Global Creative Manager at HP Inc., emphasized that brands today are under intense pressure to deliver relevance at scale. Consumers expect personalization, authenticity and meaningful interaction across every touchpoint. Digital print — especially when powered by variable data and creative automation tools — allows brands to move beyond static packaging and generic campaigns. Through intelligent design and data integration, each printed piece can become a dynamic marketing asset that drives engagement, loyalty and measurable ROI.
Across global and regional case examples, the presenters demonstrated how personalization and co-creation elevate packaging and labels from protective layers into storytelling canvases. Campaigns that once relied on mass repetition can now leverage technologies such as HP Mosaic, HP Collage and other creative tools to create variation, uniqueness and emotional connection. The result is packaging that invites participation, fuels social sharing and strengthens brand affinity — while maintaining operational efficiency.
Equally important is the practical bridge between creativity and production. The session underscored that impactful campaigns depend on strong collaboration between brands, agencies and PSPs. By understanding brand objectives and engaging earlier in campaign planning, PSPs can shift from transactional suppliers to strategic advisors. Attendees were encouraged to see personalization not as a technical hurdle, but as a business opportunity — one that aligns design thinking, data analytics and production capabilities.
The takeaway for the Dscoop community: The tools exist now, the case studies are proven and the demand from brands is real. PSPs who embrace variable data, automation and creative experimentation can unlock higher-value work and differentiate themselves in competitive markets. When creativity, technology and consumer insight converge, print becomes a measurable driver of growth.
