Advantage ColorGraphics: Putting Clients First

Founded in 1985, Advantage ColorGraphics (ACG) began as a small retail print and mailbox provider. Today, it has grown into a full-service commercial printer, offering offset, digital, personalization, packaging, fulfillment, and marketing services — a transformation driven by years of strategic evolution and investment.

“We look to reinvent ourselves every five years,” Tom Ling, founder and president of ACG, says.

That’s the benchmark Ling has set for the Anaheim, CA-based commercial printing company. Every five years, ACG steps back, studies the market, and asks whether it’s building the business customers will need next rather than settling for “this is how we’ve always done it.”

And its approach hasn’t gone unnoticed by others in the industry.

“Advantage ColorGraphics is one of the top 100 commercial printers in the U.S.,” Marco Boer, president of IT Strategies and nominator of ACG, says. “They are incredible innovators, always among the first to adopt new technology. They lead in both production inkjet technology and software innovation. They are a pioneer in the ability to process small orders and [are] very analytical about keeping track of workflow. I think this stems from Tom Ling’s obsession with professional baseball, having attended more than 1,000 games so far.”

ACG’s commitment to reinvention, paired with a customer-led growth strategy, has fueled its evolution. It has driven investment in new technologies, expanded the company’s capabilities, and allowed it to grow beyond its humble beginnings.

A Client-First Mindset

Over the past 41 years, the printing company has never wavered from its commitment to providing personalized service to its clients. Family-owned and operated, the team takes the time to understand its clients’ needs — present and future. That philosophy starts with listening.

Humbled by being named a Printing Impressions Innovator of the Year, Ling says he sees himself more as a strategist than anything.

“My goal and responsibility are to my employees and navigating the opportunities and challenges of the ever-changing print industry,” he says. “I believe a strategic leader is one who envisions how technology and marketing can come together to deliver and fill a need
for a client.”

Having that vision allowed ACG to consistently invest in leading-edge technology — from offset to digital platforms like Landa, Canon, and HP. Ling says every investment begins with a client need, which helps separate worthwhile opportunities from the latest industry hype.

“Listening to our customers, and as the great [Wayne] Gretzky said, ‘Skating to where the puck is going,’” has been the business’s approach, Ling explains. “We look to reinvent ourselves every five years. I believe the business climate changes periodically and it’s important to recognize this and pay attention to what is happening out in the marketplace. A five-year review is a good benchmark for owners to analyze and adjust.”

That periodic review has helped ACG identify emerging opportunities before they become mainstream, from data-driven marketing to new print applications.

Some of the shifts Ling has seen emerge include personalized URLs, data, and images, in addition to form abandonment, retargeting, remarketing, data mining, integrated cards, QR codes, and omnichannel marketing. He also points to developments in products like coatings, embellishing, custom diecuts, cold foil, and custom packaging.

Those changing customer demands ultimately drive ACG’s capital investments. Ling says each investment is evaluated based on how well it serves customer needs, whether through size, color gamut, speed, or higher-quality output across multiple substrates.

Even as ACG embraces new technology, Ling doesn’t see digital replacing conventional printing technologies. Offset still represents a significant portion of ACG’s business, and rather than pitting offset against digital, he believes having both creates a perfect blend to offer clients mainstream products and more unique, personalized pieces.

One of ACG’s most significant expansions has been into labels and packaging, and for good reason. Because consumer packaged goods are purchased and consumed consistently, Ling says the segment provides stability.

“Packaging and labels are part of the mainstream consumer consumption,” Ling says. “Marketing and acquisition products are effective but have many other digital competitors. The diversification into labels and packaging allows for a more stable foundation for our business. ... Our BertCo Packaging division has designed many creative concepts for our clients that we are proud of seeing on shelves at the many stores we all shop in.”

What’s Next?

With reinvention defining ACG’s first four decades, Ling believes the next chapter will be shaped by packaging, personalization, and deeper integration between print and digital marketing.

“There continues to be great demand for unique and innovative packaging along with creative approaches to direct mail and data and how it works together in the digital world,” he says. “Many commercial printers are already on their way to incorporating personalized data and images with direct mail and packaging. Data integration with a digital platform along with personalization can significantly reduce the cost of acquisition for your clients and keep them part of your business going forward.”

While there are various approaches commercial printers can take to incorporate print with online marketing, Ling says having a partner who can work with them to build an offering to bring to market will make it easier.

As for future investment, whether equipment, automation, packaging capabilities, or AI, Ling says one question guides decisions: How will the equipment help ACG serve its clients while also being cost-effective?

Five years from now, ACG will undoubtedly reinvent itself, with customers continuing to guide the way. What Ling hopes won’t change is the culture that has carried it through its decades of evolution.

“I would like ACG to continue to be known for caring for its human capital that allows for our employees to flourish with creativeness while using new and innovative equipment capital,” he says.