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COUNTER CULTURE
Quality and added value are watchwords frequently used around the Rudd Macnamara plant in Handsworth, Birmingham. These principles have guided the company through 114 years of industrial graphic design and specialist printing onto metal, plastics and glass. Employing 50 people, the firm provides specialist print services to aerospace companies, brewery and general engineering sectors. During the three years since he acquired the company, John Wood, Managing Director of Rudd Macnamara, has instigated a number of changes to the company’s culture, facilities and staff. The company’s aerospace business has consequently grown by 32% while turnover derived from breweries has grown by 74%. John explains that the critical factor behind the company’s success is its growing reliance on creative and entrepreneurial personnel, whom, he says, “take projects beyond the customer’s expectations”. To ensure the company’s continuing success, Rudd Macnamara has also invested heavily in new printing and thermo-forming technologies, such as In Mould Decoration (IMD). This desire to achieve perfection is mirrored by the company’s use of Autotype materials which are used to guarantee future high standards. However, regardless of the successful changes over the past three years, customers still approach Rudd Macnamara because of its past record of quality. John insists the market’s perception of Rudd Macnamara is changing thanks to the company’s added-value approach, creativity and investment in new technologies. This investment included seeking out new high-quality films such Autotype’s hard-coated polyester Autoflex EBG film which has eliminated the need for lamination. Apart from representing a significant cost saving, the film is ideal for a number of applications including nameplates, touch screens and promotional products. Rudd Macnamara chose the film because it provided higher quality levels than similar, competing films. John says: “It appeared to me to be a good material to print with, and when you compare it against other films, it’s the best without a doubt. The film also provides UV stability and a longevity of print clarity which is excellent for illuminated and highly-cosmetic products.” John goes on to say: “The film had to reflect our three-point philosophy of quality, high-performance delivery and value-added service. It did this, although most importantly, it helped us improve our overall levels of customer satisfaction.” The clearest parameter against which Rudd Macnamara could measure the impact of the film was the customer’s response. He says: “The positive feedback was overwhelming - the customers were really pleased with how much better their products looked.” John says Rudd Macnamara will continue to excite its customers through its innovative and entrepreneurial approach and by introducing new print and thermo-forming techniques. The materials offered by Autotype are fundamental to the continued development of 3D imaging and IMD designs which, in turn, will ensure Rudd Macnamara retains its marketing-leading position.
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