As we approach a new year, these are the questions marketers should be asking. The world has been flipped upside-down and it’s critical that you question everything. Join the FWD forum as three industry partners provide answers, case-studies and a clear blueprint as you begin creating your own way FWD. Who should attend? Anyone involved with print, data & analytics and digital marketing are guaranteed to take away actionable items. Don’t miss this opportunity to create sustainable growth!
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President Mary Anne Hansan shared more about the phaseout of the industry marketing initiative. Corporate and market changes, and difficulty aligning the shifting priorities between paper and packaging stakeholders, contributed to the recent move to shut down a more than decade-old paper packaging marketing campaign, explained Paper and Packaging Board President Mary Anne Hansan.
“Every referendum, it’s been increasingly more difficult to keep people on board,” Hansan said. “And many times, just like this time, it really has to do [with] what’s going on in the economy. The paper market has been contracting for years,” she said.
On the corrugated side, companies are concerned about extended producer responsibility, Hansan said. Additionally, there’s been a lot of leadership turnover from the executives who were in charge when P+PB was developed and launched. “We’ve had an awful lot of CEO change,” Hansan said.