BXP - June/July 2017 - 26

A heart-to heart with
a seasoned packaging pro
who is all about straight talk
and relationship building.
A conversation with Tom Newmaster
Retailers are at war. They are in a pitched battle that can result in a race to the bottom-to see who
can come up with the lowest prices. That's putting the squeeze on brands, and package designers often
feel like they're in the crosshairs. Faster and cheaper is the rallying cry, but no one wants to lose impact
on shelf. Recently we sat down with Tom Newmaster, a seasoned pro with decades of package design
experience for marquee brands. Tom gives us his insights into the state of the industry and how his new
venture takes the solution right to the client.
BXP: With all the price pressure coming from retail today, do
relationships even matter?
important than ever. We hear a lot about pressure on pricing, and the tempta-

BXP: We all know that technology is having a big impact on shopper experience
and package design. How do you help
clients navigate this new world?

tion is to take the money out of packaging. If you're not careful, clients can

TN: "We're living in the day of ever-more sophisti-

TN: "I think the relationship between designer and brand owner is more

lose sight of what's

cated bar codes and apps, where the time a brand

essential and end

gets to make a first impression is shorter and

up damaging the

shorter. Today, you have to consider the power

brand. I believe

of your design, not just on the retail shelf but

communica-

online. I don't think this means, as some do, that

tion is critical in

design will play less of a role in the future. On the

order to strike a

contrary, I think smart, impactful creative will be

balance between

crucial; it will need to be flexible enough to de-

cost efficiency

mand attention in both the brick and mortar, and

and impact. That

the virtual environments. Working collaboratively

means listening

with your client to preserve the integrity of the

and formulating

brand, no matter the channel, is where it starts."

better questions.
In fact, this is even

BXP: What gets in the way of being able

more important

to do great work?

than category experience-something that's highly overrated. Think about

TN: "Everybody on both the client and the agency

this; many times I notice that it isn't bad packaging, it's just the environment

side have experienced costly delays because of

around the category that has changed. You could have an award-winning

process and silos that make it hard to move for-

package that worked 5 years ago, but it doesn't work today. It takes a skilled

ward. This is at a time when retail is demanding

listener to draw this out and suggest smaller strategic adjustments, not nec-

that products get to shelf yesterday. Being nimble

essarily a complete redesign of the brand."

is huge. There is an understandable reluctance to



Table of Contents for the Digital Edition of BXP - June/July 2017

Bxp - June/july 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: The Stride Ahead
Deeper Connections
Category Disruptor
The Debate: Disruptive Innovation , Marketing and Brand
The Toolbox: Luxury
Index of Advertisers
The List
BXP - June/July 2017 - Intro
BXP - June/July 2017 - Bxp - June/july 2017
BXP - June/July 2017 - Cover2
BXP - June/July 2017 - 1
BXP - June/July 2017 - Contents
BXP - June/July 2017 - 3
BXP - June/July 2017 - 4
BXP - June/July 2017 - 5
BXP - June/July 2017 - Editor’s Letter
BXP - June/July 2017 - 7
BXP - June/July 2017 - 8
BXP - June/July 2017 - The Scene
BXP - June/July 2017 - 10
BXP - June/July 2017 - 11
BXP - June/July 2017 - 12
BXP - June/July 2017 - 13
BXP - June/July 2017 - 14
BXP - June/July 2017 - 15
BXP - June/July 2017 - 16
BXP - June/July 2017 - 17
BXP - June/July 2017 - 18
BXP - June/July 2017 - 19
BXP - June/July 2017 - Chief Experience Officer Series: The Stride Ahead
BXP - June/July 2017 - 21
BXP - June/July 2017 - 22
BXP - June/July 2017 - 23
BXP - June/July 2017 - 24
BXP - June/July 2017 - 25
BXP - June/July 2017 - 26
BXP - June/July 2017 - 27
BXP - June/July 2017 - 28
BXP - June/July 2017 - 29
BXP - June/July 2017 - Deeper Connections
BXP - June/July 2017 - 31
BXP - June/July 2017 - 32
BXP - June/July 2017 - 33
BXP - June/July 2017 - 34
BXP - June/July 2017 - Category Disruptor
BXP - June/July 2017 - 36
BXP - June/July 2017 - 37
BXP - June/July 2017 - 38
BXP - June/July 2017 - 39
BXP - June/July 2017 - The Debate: Disruptive Innovation , Marketing and Brand
BXP - June/July 2017 - 41
BXP - June/July 2017 - The Toolbox: Luxury
BXP - June/July 2017 - 43
BXP - June/July 2017 - 44
BXP - June/July 2017 - 45
BXP - June/July 2017 - 46
BXP - June/July 2017 - Index of Advertisers
BXP - June/July 2017 - The List
BXP - June/July 2017 - Cover3
BXP - June/July 2017 - Cover4
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