July 24, 2006—When it comes to associations, especially those in the Tri-State area, one stands out as being involved, interested, and ready to help in every facet of the market. The Association of Graphic Communications (AGC) offers a way for members to network, receive education, and recognize peers, all in one convenient package.

This year, the board of directors, which periodically changes the top leadership, chose a familiar face to head up the organization. Printing News sat down with both the current and outgoing president/CEO, to get their views on the industry, the association, and where it is all heading.

Susie Greenwood
Q. Looking back at your term, what do you consider to be your greatest accomplishment?

A. I believe I brought in new energy and new direction. I worked hard to integrate the important areas of the industry, because I think the industry is strongest when we all come together. I feel we have the strongest board in the country as a graphics organization. We have more than 200 active volunteers from all segments of the industry who are participating. That has enhanced and strengthened AGC. We have greater awareness and I think it has strengthened our industry and our ability to help make the industry better and more powerful.

Q. In terms of your overall tenure, what are you most proud of?

A. Attracting strong leaders and getting them more involved and committed to AGC's missions and goals. The president of one of the largest companies told me he felt I made a difference in his commitment. He brings huge contributions to the organization.

I am extremely proud of that, since I think an organization is as strong as its leadership.

Q. If there is anything you could change what would it be?

A. The margins have been so challenged in our industry. I wish the association could more directly help our members in terms of profitability issues. That's a bit of a dream, but it is such an exciting industry. I love what it stands for, I love what it does, and I would like to make it stronger in every possible way. We certainly do have programs to help make that difference.

Q. Was there anything you had hoped you would accomplish but ran out of time?

A. Absolutely. We had our own challenges in terms of resources to produce more programs involving our smaller members. I am pleased the team will be focusing on this area going forward.

Q. How has the industry changed in the past year? In the past five years?

A. In the past five, we have faced tremendous consolidation, increasing challenges due to both economic circumstances and technologies. Still, this environment presents exciting opportunity along with those challenges. I'd say in the past year I have seen a lot of those opportunities. There have been major changes affecting membership because of consolidations and challenges to profitability. I know that's a business environment, but I think the past several years, from 9/11 and other reasons, have really exacerbated that situation.

Q. Do you think there is anything AGC can do to help overcome that?

A. It will be a huge challenge. When you have these kinds of challenges, education is not always first on everyone's list, and we all know how important it is for the industry. AGC is doing the things it does well, and will focus on the smaller members.

Q. If you could give any advice to the industry what would it be?

A. I would certainly ask them to stay involved and contribute to this organization. This will keep the industry strong and provide a better environment for their companies.

Q. What advice would you give to incoming president and CEO Vicki Keenan?

A. Vicki is an outstanding leader. My advice is to keep doing what she has been doing so well for many years. Stay close to the board, make sure it is always strong. And, follow what I consider to be her excellent instincts.

Q. What are your plans for the future?

A. I am extremely fortunate. I have a couple of different options. I am considering two: one is in the industry and one is not. Either way, I plan to be close to Vicki and help the organization in any way I can.

Vicki Keenan
Q. Looking ahead what projects/initiatives do you plan to focus on first?

A. AGC's role as a trade organization is to provide programs and services that promote the economic well-being and interests of the graphics community. We are currently concentrating on two initiatives that will bolster members' marketing capabilities: the publication of our 2006-07 Buyers' Guide for release mid-fall, and the institution of a new Graphics Education and Management Series (GEMS) that will offer regional programs to assist firms of all types and sizes, beginning in September.

Q. What do you think the biggest problem facing the AGC will be in the next year? In the industry as a whole?

A. I prefer to look at problems as opportunities. However, it would be naive to not recognize the challenges facing both the AGC and the industry as a whole, because the two are integrally linked. The continued wave of mergers and consolidations, coupled with ever-decreasing corporate budgets, will continue to shrink the number firms—although not necessarily its shipment dollars—and make an already highly competitive industry a true survival of the fittest. Clients want more and more, for less and less, at a faster and faster turnaround rate, to the point where some of our members complain they may as well give it away for free. Fewer firms are paying to train their employees, and we see that reflected in diminishing enrollments in AGC's Center for Graphic Arts Education. It's ironic, really, in that this is the time when training would give a company a more competitive edge.

Q. How has your time in other AGC roles prepared you for this position?

A. During my 13-year tenure here, I have had the chance to speak with one or more employees in each member firm on a wide variety of subjects. These discussions include everything from tax, environmental, and regulatory problems, to assistance with zoning displacements and real estate needs, to mergers/acquisitions. It has afforded me good insight into membership needs.

Q. How do you view the role of the AGC within the graphics community? How do you see that changing?

A. AGC is definitely the primary industry voice and industry advocate in the NY/NJ/CT Metropolitan area. I will be working hard to strengthen that voice, and expand the area's $20 billion presence to new heights, as well as work more closely with the existing groups and clubs, such as APC and P3, on a united front.

Q. How do you see the industry changing in the next five years?

A. It will become increasingly more competitive, but also increasingly more innovative and exciting. The technologies change so quickly. I really believe there are frontiers in graphics that we haven't even realized yet, and they are going to be awesome.

Q. Are you planning any major changes during your tenure?

A. AGC owes it to its members to be as responsive and fiscally sound as possible. We will be streamlining our operations, seeking new ways to raise revenue, and lower our own overhead costs so we can provide the best bang to our members for their dues. I plan to ask them on a one-to-one basis what would help them the most, rather than making an assumption that we already know what they need. I also hope to engage the smaller companies more into AGC activities and leadership.

Q. What is the best advice you have been given that has helped you in your career?

A. The best advice was given to me in early childhood by my parents and it has served me well to this day: "Treat all people with respect, especially those with differing opinions, always be honest, and above all, act with integrity."