In this seventh installment of the Counselor Podcast: Power 50 Series, Emmanuel Bruno explains how one industry challenge can be turned into an opportunity. “The order process we have in this market is too inefficient,” says Bruno, vice president and general manager of BIC Graphic North America (asi/40480). “We have to work together with technology – all of us – to make things more efficient. We’re still receiving orders by fax. We’re working like we were 20 years ago.”

Also in this podcast, Bruno shares his belief that e-commerce will grow significantly in the promotional products industry, and he warns companies about the rampant pressure throughout the supply chain on profitability and margins.

In this series of podcasts, Counselor talks to some of the most influential people in the promo products market – the members of the 2015 Power 50. Counselor is catching up with various members of the list to gauge their views of the market. What's their outlook for the industry? What's the top challenge that promo companies face today? What tech item can these top influencers simply not live without? All that – and more – takes place in these one-on-one in-depth conversations.

Click here to listen to the Counselor Podcast: Power 50 Series.