On the sales side, Sandler replaces Philippe Duviquet, who becomes vice president of business development, concentrating on developing new markets such as newspapers and packaging.
Creo's efforts in the packaging market have also been boosted by the appointment of David McBeth as European sales director for packaging. McBeth was UK sales and general manager for Barco Graphics.
Chief executive Amos Michelson indicated that the firm was looking to strengthen its European operations at the release of its second-quarter results (PrintWeek, 10 May).
The second quarter marked a low point for the firm, according to chief financial officer Mark Dance. "Europe is stabilising and we are expecting capital spending in graphic arts to recover," he said.
The firm returned to profitability in the third quarter, making a £393,000 ($600,000) profit. But sales were down 22% on the same period last year.
It has had a level of success selling the lower-priced products introduced last year to smaller printers in the US, a trend it thinks will come to Europe.
But that will depend on its success in the 4pp market, something Michelson believes depends on its ability to bundle consumables, which won't happen in Europe until the beginning of next year.
"Since we don't have any consumables business in Europe as of yet, there is very little economic benefit to Creo to expand our sales force. It has to change for us to go there," said Michelson.
Story by Barney Cox
