Rethinking the marketing supply chain in a modern world

Advances in data, automation, and digital print are making personalisation more accessible and scalable than ever before. Ahead of FESPA Global Print Expo 2026 (taking place from 19 – 22 May 2026, at the Gran Via, Fira de Barcelona), Rusty Pepper, Head of Global Marketing & Partnerships, Taylor Corporation, outlines what businesses need to get right to maximise its benefits…

Marketing continues to develop and change.

For years, print businesses operated on a familiar rhythm: plan campaigns, produce assets, print in bulk, store and distribute over time. It was predictable, controlled and largely linear – but that model no longer holds up.

Today, marketing doesn’t run in campaigns; it runs continuously.

Messages shift quickly and channels evolve in real time. Campaigns are no longer fixed moments; they are ongoing conversations. That means the systems supporting marketing, including print, need to keep pace. This is where the idea of a next-generation marketing supply chain comes in.

Why do we need a next-generation marketing supply chain?

Marketing teams are no longer optimising for volume and the lowest cost. They need flexibility, responsiveness and visibility across the entire process – because customer expectations are higher and speed is key. The supply chain is no longer required to produce static materials in bulk; it needs to be able to support constant change without introducing delays or complexity.

Most breakdowns in the supply chain occur during the handoffs between teams. For example: a brand defines the message, an agency transforms it into creatives, and a print partner produces the final output. Yet, if those teams work in disconnected systems, friction and errors are inevitable. Files could get lost, versions could get confused, approvals could slow processes down, and this could lead to reprints becoming common. The financial impact in these situations is noticeable, as time and resources are negatively affected.

A connected system

The goal should be much simpler than it sounds: a connected process where everything flows as if it were one system because when branding, design and production are aligned through shared workflows and visibility, everything runs more smoothly and efficiently.

Nowadays, technology plays a central role in making that possible.

Digital workflows connect systems that previously operated in isolation and AI is beginning to support efficiency, creativity and decision-making – from asset generation to personalisation.

The result is a significant shift in pace across supply chains. Tasks that once took days can now be completed in minutes. There’s less back-and-forth, fewer bottlenecks and a much smoother path from idea to execution.

The good news is that modernising a marketing supply chain doesn’t require a complete overhaul – and I will discuss this further at The FESPA Conference, taking place in Hall 3, Stand B45 at FESPA 2026.

Smoother supply chains

The most practical starting point is to focus on reducing friction. Look at your current processes through the eyes of your customer. Where are the delays? Where are processes unnecessarily complicated? Even small improvements in how orders are placed, how systems connect or how information is shared can make a noticeable difference.

The real issue isn’t print itself; it’s how marketing teams produce its applications within a more dynamic environment. As such, print’s role is not disappearing, but its demand is changing.

I think the businesses that will succeed are those that move beyond simply producing print. Instead, they will position themselves as an integrated part of their customers’ workflows because once you are embedded in that process, you are no longer just a supplier – you become a valued partner.

Attend Rusty’s speaker session at the FESPA Conference, titled ‘The Next Generation Marketing Supply Chain’, on Wednesday 22 May, from 11:30am-12:00pm (CET).