Bruce Blythe is the new Agfa managing director Oceania

Bylthe (49) will continue to operate in his role as finance director Asia Pacific as well as taking on the responsibilities in the position recently vacated by Gerry Paulusz.

One of the first tasks for the well-liked Monash economics graduate will be to oversee the consolidation of the Nunawading and Blackburn sites in Melbourne. The company is moving to new premises in Burwood in the latter part of the year.

He comes to the role as Agfa is undergoing major realignment with its move into inkjet printing for manufacturing with the dot factory technology. It has also recently lost its Ryobi offset press agency.

In its mainstream plate and film business it is involved in a fierce price war fuelled by tough competition, although it substantially increased its market share this year as a result of CPI's withdrawal from the sector. All in all the current climate should provide an interesting challenge for the new managing director – not that he is unaware of what he is getting in to.

Bruce Blythe joined Agfa in 1994 as finance and administration manager and company secretary before being appointed Director in 1997. In 2002 that role was enlarged to incorporate New Zealand and last year he was appointed finance director Asia Pacific. He was made managing director on July 1, suprising many who expected a head office Belgian to get the job.