Briggs will team up with Xeikon's label products sales director Greg Neesham providing a north and south split for the company's sales force.

He said: "Digital is now a serious and credible alternative to traditional production methods.

"I felt that the time was right for me to move into the digital arena, and Xeikon offers, in my opinion, the best solution for the labels market, as has been emphasised by the number of sales that the company has achieved in recent years."

Briggs had previously spent 32 years with Mark Andy label presses, most recently holding the position of European sales director.

Neesham added: "We are delighted to be able to bring somebody of Paul’s extensive experience and knowledge of the UK labels market into the team.

"I am convinced that it will be a huge boost for Xeikon as a business, and his appointment is likely to lead to even greater successes in the UK market."