Archer took up the role at the Uckfield-based group a few weeks ago and is charged with managing its range of digital services for its corporate customer base.
According to Archer, companies such as Pureprint are becoming a "communications provider", rather than simply putting ink on paper.
He said the need to diversify had come about from the increasing need to achieve the highest level of return on investment for clients, leading to a growing demand for cross-media marketing campaigns.
Archer said: "Our clients are increasingly interested in, and requesting, cross-media campaigns and solutions that integrate litho, digital, electronic media and fulfilment.
"Maximum ROI and competitive advantage are major driving factors."
Pureprint's new technical director predicts company's changing role
Clients are increasingly demanding highly personalised, digitally printed mailings for their direct marketing campaigns, according to Pureprint's new group technical director Aaron Archer.
