The organisation wants to get its member bodies more involved in the medium and is offering training seminars, starting in February next year, to showcase the technology.

Attendees will be taught about the possibilities of digital print, including the substrates it can be used with and how to work creatively.

MCCA's managing director Scott Knox said the idea arose after discussions with Gary Brine, chairman of the MCCA and former global chief executive of Gyro International, and HP's Simon Addinall.

He added: "There's been a lot of really clever digital print technology over the past few years, both for CRM and customer retention, and also to provide savings for brands and agencies.

"The aim is to get member agencies more conversant with this type of technology.

"But there are also some bad, really cheap ways of using digital print. We're saying, 'Do this properly boys and girls'."

HP says it experienced a 40% growth in the number of digital pages printed in the last year.