Package Design - August 2013 - 4

FROM THE EDITOR

BY LINDA CASEY

The People
behind the Brands

n this issue, you will find the first edition of Brand Makers. This special section features interviews with some of the most influential people behind
the packaging for major CPG brands as well as insight from an entrepreneur
building a fresh new beverage brand.
These experts include Philip J. Duncan, global design officer at Procter &
Gamble; Kevin Ford, packaging design project manager for MillerCoors; Bill
Kneebusch, CEO of Popeye Energy; Jeff McLemore, vice president of North
America marketing at Sunsweet Growers Inc.; Mauro Porcini, chief design
officer at PepsiCo Inc.; Darralyn Rieth, global director of design operations
for K-C Design at Kimberly-Clark; and Sheila Scott, the former packaging
manager at Williams-Sonoma.
As thought leaders for the industry, this group of packaging professionals
share not only the top criteria they use to evaluate design firms, they also
share valuable insight for the complete package design industry on the relationships between agency and brand. I’m so very thankful for the honest
answers about relationship dynamics and what leads to successful brandagency partnerships.
A brand or agency may be an “it,” but both are powered by people. I consider some of the most valuable insights in any business relationship to be
focused on the personal. The best teams know the little things that add to a
partnership but perhaps more importantly they know the little things that
chip away at these relationships.
When I asked the design leaders at these major CPGs what these little
things were, I wasn’t sure if they would avoid the question or just give me a
scripted answer. I was pleasantly surprised at their candor, and I was amazed
again and again by this group’s ability to analyze talent and teams and their
leadership not to gloss over the hard stuff. No wonder so many of them are
decision makers at consumer packaged goods companies the likes of Procter
& Gamble and PepsiCo.
Read what they had to say. The special section begins on page 32.

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AUGUST 2013

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Package Design - August 2013

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