The Leeds division of the agency will install the software and integrate it into its design process. The agency produces direct mail for a raft of blue-chip clients.

Consultaprint was the first UK reseller to be signed up by German developer of DirecType, SDV. It tied up with the Blackburn-based company earlier this month. SDV then concluded a distribution deal with NCS Integrated Systems.

"Our business model is to not only sell directly to printers but also direct mail agencies," said Consultaprint technology consultant and owner, Alastair Sames. "There is a huge market for DirecType in this country. The UK is receptive to targeted, personalised mailings, unlike many other European countries."

Sames added that DirecType had attracted a "number of enquiries" and was about to tie up deals with "significant" hardware manufacturers.

The first UK company to install DirecType was Bridge Communications. The software is a rival to Direct-Smile and can link to digital presses from manufacturers including Xerox, NexPress, Xeikon and HP.

Story by Philip Chadwick