BXP - January/February 2018 - 36

A D V E R T O R I A L

In the land of a thousand versions,
how do you preserve brand integrity?
Meet Sonoco Trident, the pre-media agency
that helps brands stay true to themselves.
Think of it. A popular cracker brand features over 20 flavors,

addresses this concern by creating a high-end 3D image that can

a soft drink nearly 40 - an iconic toothpaste almost 50. Then,

be used in any format and on any channel: TV, web banners, in-

picture these varieties marketed across store shelves, print, digital,

store merchandising and on retailer sites, ensuring that the digital

broadcast, YouTube plus other video outlets, and the risk of

presence is the same as the printed version.

maintaining brand consistency gets exponentially riskier. Adding
to the complexity is the fact that most large CPGs have multiple

Workflow is king and automation is ZEN

agencies. With the marketplace and channels continuing to prolif-

Gallagher says, "The backbone of our business is ZEN. It's a work-

erate, brand managers are finding a helping hand from pre-media

flow process we created that ensures quality and consistency from

specialists like Sonoco Trident.

the brief all the way through the printed or digital output." ZEN has
10,000 users globally. It's a configurable system that includes asset

Herding the cats

collection, job tracking, reporting, artwork validation and more. It

Large CPGs have a stable of agen-

is a central repository for more than 2,000 printer specifications

cies, but when it comes to versioning

and the world's leading digital asset management solution. ZEN

and maintaining brand consistency,

provides CPGs the ability to use their own workflow systems, at the

brand owners are often ill equipped

same time taking advantage of Trident intelligence in automation.

to navigate this complex new reality.

Ultimately it delivers "Right Time First Time" (RTFT) results within

Expecting agencies to handle all

budget.

the iterations may not be playing to
their strength. Christine Gallagher,

Anti-hacking protection for brands

Director of Marketing and Business

When you're a global player, your brands are in danger of counter-

Development for Sonoco Trident,

feiting. Along with protecting brand equity through sophisticated

puts it this way: "Trident partners

production technology, Sonoco Trident has created unique and

with the CPG agencies to handle

covert solutions that prevent forgeries. Gallagher comments, "We

adaptations and production so that

put intellect on the packaging, and this is critical as the protec-

CPG Creative dollars can be spent on 'Creative.' We are part of the

tion of brand assets becomes more and more a necessity of doing

process that helps deliver speed, quality and cost objectives."

business today."

The devil is in the details

At the center of the storm

It is common knowledge among brand managers that artwork

Marketing departments and agencies have notoriously high turn-

often ends up being produced incorrectly. When printers have to

over rates. This can create confusion when it comes to who's mind-

send artwork back, there is a negative impact on speed to market.

ing the brand details. Sonoco Trident serves as the intersection

Says Gallagher: "It's about getting all the players on the same

and partner to both creative agencies and brand managers. Says

page. Sonoco Trident has customer-focused teams who are often

Gallagher: " We create nearly a million digital artworks annually in

at the table during design meetings. We can point out what the

143 languages. We bring calm to the chaos of sourcing, assembling,

guardrails are...what's doable and what isn't. We deal with a host

using and re-using data for packaging hundreds of the world's most

of variables, like shelf impact, color, printing on substrates and so

purchased brands and their tens of thousands of versions. It's our

on. For instance, one popular OTC medicine comes in 25 types of

job to interpret the brand and packaging vision across all physical

packaging. The color and brand assets have to be spot-on. That's

and digital media."

why it makes sense to work with one pre-media partner."
To learn more about Sonoco

Ecommerce is the new hot button channel

Trident's services visit

Brand owners struggle with consistency when there are multi-

www.sonoco-trident.com/en-gb/

ple 3D images coming from different sources. Sonoco Trident


http://www.sonoco-trident.com/en-gb/

Table of Contents for the Digital Edition of BXP - January/February 2018

Bxp - January/february 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: From Everyd Ay to Extraordinary
Beer Brand Gets Rebrand
The Rise of Ai
Makeover Challenge
The Debate
The Toolbox: Active and Intelligent Packaging
Index of Advertisers
The List
BXP - January/February 2018 - Intro
BXP - January/February 2018 - Bxp - January/february 2018
BXP - January/February 2018 - Cover2
BXP - January/February 2018 - 1
BXP - January/February 2018 - Contents
BXP - January/February 2018 - 3
BXP - January/February 2018 - 4
BXP - January/February 2018 - 5
BXP - January/February 2018 - Editor’s Letter
BXP - January/February 2018 - 7
BXP - January/February 2018 - The Scene
BXP - January/February 2018 - 9
BXP - January/February 2018 - Chief Experience Officer Series: From Everyd Ay to Extraordinary
BXP - January/February 2018 - 11
BXP - January/February 2018 - 12
BXP - January/February 2018 - 13
BXP - January/February 2018 - 14
BXP - January/February 2018 - 15
BXP - January/February 2018 - 16
BXP - January/February 2018 - 17
BXP - January/February 2018 - Beer Brand Gets Rebrand
BXP - January/February 2018 - 19
BXP - January/February 2018 - 20
BXP - January/February 2018 - 21
BXP - January/February 2018 - The Rise of Ai
BXP - January/February 2018 - 23
BXP - January/February 2018 - 24
BXP - January/February 2018 - 25
BXP - January/February 2018 - 26
BXP - January/February 2018 - 27
BXP - January/February 2018 - 28
BXP - January/February 2018 - 29
BXP - January/February 2018 - 30
BXP - January/February 2018 - 31
BXP - January/February 2018 - 32
BXP - January/February 2018 - 33
BXP - January/February 2018 - Makeover Challenge
BXP - January/February 2018 - 35
BXP - January/February 2018 - 36
BXP - January/February 2018 - 37
BXP - January/February 2018 - 38
BXP - January/February 2018 - 39
BXP - January/February 2018 - 40
BXP - January/February 2018 - 41
BXP - January/February 2018 - 42
BXP - January/February 2018 - 43
BXP - January/February 2018 - 44
BXP - January/February 2018 - 45
BXP - January/February 2018 - 46
BXP - January/February 2018 - 47
BXP - January/February 2018 - The Debate
BXP - January/February 2018 - 49
BXP - January/February 2018 - 50
BXP - January/February 2018 - 51
BXP - January/February 2018 - The Toolbox: Active and Intelligent Packaging
BXP - January/February 2018 - 53
BXP - January/February 2018 - 54
BXP - January/February 2018 - Index of Advertisers
BXP - January/February 2018 - The List
BXP - January/February 2018 - Cover3
BXP - January/February 2018 - Cover4
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