The rallying call was made by Jim Surguy, managing director of procurement consultancy, Results.

He said he had noticed a big change in the rise of procurement departments handling print within companies, including blue chips that were using staff with limited knowledge.

"Whereas before the old-fashioned print buyer knew it all, now it could be someone from office services," he said.

Surguy said he was noticing a rise in individuals responsible for buying print who had no knowledge of the printing press and knew nothing about printing.

However, he said this was not the case with the professional print management companies, whose staff were well trained and versed in print knowledge.

An enlightened company might use a print management company, instead of an internal buyer due to their knowledge and experience.

"The reality of it is some buyers don't understand how to buy intellectual property," said Surguy.

The answer, Surguy felt, lay in more education and training. "The buyers need to be trained. It's difficult to buy well unless you have a complete understanding of what you are buying," he said.

London-based Results provides advice, allowing companies such as design and advertising agencies and direct marketing businesses to manage and control the development of their business.

Its clients include agencies such as Harrison Cowley, Bray Leino and Conran Design Group.