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Spotlight: Alex Christopoulos, CEO, Icon Digital Productions

Alex Christopoulos is now at the forefront of pivotal strategic transformations at Icon. Here’s an excerpt from an interview

July 5, 2024  By PrintAction Staff

Alex Christopoulos became the CEO of Icon Digital Productions, Markham, Ont., earlier this year. He was the company’s CFO for 15 years before assuming company leadership in January 2024. He is now at the forefront of pivotal strategic transformations at Icon, orchestrating a significant shift in IT to foster innovation and creativity within the business. Here’s an excerpt from an interview with Alex.

What is the state of the print industry today, in your opinion?

AC:The print industry is undergoing significant changes, influenced by various factors such as technological advancements, environmental concerns, and shifts in consumer behaviour. On one hand, the rise of digital media and an increasing preference for online content pose a threat to traditional print publications. On the other hand, certain segments of the print industry, such as packaging and specialized printing services, have demonstrated resilience and even growth. Advancements in printing technology are allowing for more personalized and sustainable packaging solutions.


What attracted you to the print industry?

AC: In the eighties, I was drawn to the print industry because of my dad. He was a print operator running an offset press at McLean Hunter. I remember visiting him at the plant and touring the facility as a young boy. I even remember learning the meaning of CMYK as a 1st grader. There’s something special about holding a well-designed, beautifully printed piece in your hands that digital media can’t quite replicate. The ability to translate ideas into physical, visually appealing products fascinated me. The sense of accomplishment when a project comes together seamlessly is one of the most satisfying aspects of the job.

How can the industry attract more young people?

AC: We must highlight the innovations in the industry to attracting more young people. Embracing digital technologies, green practices, and interactive print-digital experiences can make print more appealing. Collaborations with educational institutions, internships, and mentorship programs can provide young talents with hands-on experiences. Establish a strong online presence through social media platforms to connect with younger audiences. Demonstrate how print allows for unique and personalized projects, thereby encouraging young creatives to explore their artistic talent.

In such a competitive landscape, how can printers win more sales?

AC: At Icon, we offer more than just print! Build strong relationships with clients and offer exceptional customer service. Streamline production processes to offer efficient turnaround times. Offering unique and creative printing solutions can attract customers seeking cutting-edge services. Highlight your commitment to sustainability by using eco-friendly materials and practices. This can appeal to environmentally conscious customers and contribute to your brand reputation.

What are some of the biggest opportunities in the print industry?

AC: The fusion of print with augmented reality and smart packaging opens new dimensions for user engagement. Continued advancements in digital printing technologies allow for cost-effective, high-quality, and personalized print solutions. The demand for eco-friendly and sustainable printing options are increasing. PSPs can streamline print services with e-commerce platforms to reach a broader audience and facilitate a seamless ordering process. The customization capabilities of digital printing cater to the demand for personalized products. Exploring 3D printing applications and leveraging data analytics for targeted campaigns are avenues ripe for exploration.

What do you think is the most exciting thing about print today?

AC:The most exciting thing about print today is its adaptability and integration with digital technologies that offer businesses creative ways to engage consumers. This makes each print piece a gateway to immersive experiences.

Alex Christopoulos’ response was edited for length. For more Q&A Spotlight interviews, please visit

This article originally appeared in the March/April 2024 issue of PrintAction.

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