Package Design - August 2013 - 52

Q& A

EXPERT’S TAKE: HOW TO PICK A DESIGN FIRM

Darralyn Rieth

Global director of design operations
for K-C Design at Kimberly-Clark

I like to do a fair amount of research. A lot of information can be
gathered online, but I also like to seek input and insight from peers
and colleagues who may have worked with the agency before. I ask
them: What were their experiences with the people, the work, the
relationship? What are they like to work with? Are they collaborative
and do they add value? Do they follow direction, ask applicable
questions, push back when appropriate? Do they help move your
business forward? Are they a good ﬁt for your organization?

How do you discover
new agencies?
I am constantly looking at
my organization to deﬁne
what’s needed, where are
the gaps in how I support
my business and what
agencies can help me ﬁll
those gaps? Once I know
what I need, sourcing
becomes easier and more
focused and typically
starts with reaching out
for recommendations and
reviewing association listings, like AIGA.

What are the top three criteria
you use to select graphic and
structural design firms?

Reviewing an
agency’s client list
lets me know two
basic things:
1. If they can work
within a corporate
structure and culture, which at times
can be very
challenging.
2. If they have any
serious competitive
conﬂicts that would
prohibit me from
working with them.

How strongly do you weigh
an agency’s client list?
52

AUGUST 2013

1
2
3

Innovative design solutions
grounded in business strategy
and delivered with collaboration

Consumer and category
knowledge on a global scale

Design feasibility ensuring that
ideas and execution are aligned

Package Design - August 2013

Table of Contents for the Digital Edition of Package Design - August 2013

Package Design - August 2013
Contents
Editor’s Letter
Front Panel
Snapshots
Converter’s Corner
Two Icons, One Bottle
Toast to Today
Attention Grabbers
Seductive Spirits
Brand Makers
Mauro Porcini of Pepsico Inc.
Philip J. Duncan of Procter & Gamble
Jeff McLemore of Sunsweet Growers Inc.
Bill Kneebusch of Popeye Energy
Sheila Scott Formerly of Williams-Sonoma
Darralyn Rieth of Kimberly-Clark
Kevin Ford of Millercoors
Luminous Beauties
Smart Packaging for Smart Brands
Product Focus: Boxes and Cartons
Datebook
Index of Advertisers
Field Notes
Package Design - August 2013 - Intro
Package Design - August 2013 - BB1
Package Design - August 2013 - BB2
Package Design - August 2013 - Package Design - August 2013
Package Design - August 2013 - Cover2
Package Design - August 2013 - 1
Package Design - August 2013 - Contents
Package Design - August 2013 - 3
Package Design - August 2013 - Editor’s Letter
Package Design - August 2013 - 5
Package Design - August 2013 - Front Panel
Package Design - August 2013 - 7
Package Design - August 2013 - 8
Package Design - August 2013 - 8a
Package Design - August 2013 - 8b
Package Design - August 2013 - 9
Package Design - August 2013 - 10
Package Design - August 2013 - 11
Package Design - August 2013 - 12
Package Design - August 2013 - 13
Package Design - August 2013 - Snapshots
Package Design - August 2013 - 15
Package Design - August 2013 - 16
Package Design - August 2013 - 16a
Package Design - August 2013 - 16b
Package Design - August 2013 - 17
Package Design - August 2013 - 18
Package Design - August 2013 - Converter’s Corner
Package Design - August 2013 - Two Icons, One Bottle
Package Design - August 2013 - 21
Package Design - August 2013 - 22
Package Design - August 2013 - 23
Package Design - August 2013 - Toast to Today
Package Design - August 2013 - 25
Package Design - August 2013 - 26
Package Design - August 2013 - Attention Grabbers
Package Design - August 2013 - 28
Package Design - August 2013 - 29
Package Design - August 2013 - Seductive Spirits
Package Design - August 2013 - 31
Package Design - August 2013 - Brand Makers
Package Design - August 2013 - 33
Package Design - August 2013 - Mauro Porcini of Pepsico Inc.
Package Design - August 2013 - 35
Package Design - August 2013 - 36
Package Design - August 2013 - 37
Package Design - August 2013 - Philip J. Duncan of Procter & Gamble
Package Design - August 2013 - 39
Package Design - August 2013 - 40
Package Design - August 2013 - 41
Package Design - August 2013 - Jeff McLemore of Sunsweet Growers Inc.
Package Design - August 2013 - 43
Package Design - August 2013 - 44
Package Design - August 2013 - 45
Package Design - August 2013 - Bill Kneebusch of Popeye Energy
Package Design - August 2013 - 47
Package Design - August 2013 - Sheila Scott Formerly of Williams-Sonoma
Package Design - August 2013 - 49
Package Design - August 2013 - 50
Package Design - August 2013 - 51
Package Design - August 2013 - Darralyn Rieth of Kimberly-Clark
Package Design - August 2013 - 53
Package Design - August 2013 - 54
Package Design - August 2013 - 55
Package Design - August 2013 - Kevin Ford of Millercoors
Package Design - August 2013 - 57
Package Design - August 2013 - 58
Package Design - August 2013 - 59
Package Design - August 2013 - Luminous Beauties
Package Design - August 2013 - 61
Package Design - August 2013 - Smart Packaging for Smart Brands
Package Design - August 2013 - 63
Package Design - August 2013 - 64
Package Design - August 2013 - Product Focus: Boxes and Cartons
Package Design - August 2013 - 66
Package Design - August 2013 - Index of Advertisers
Package Design - August 2013 - Field Notes
Package Design - August 2013 - Cover3
Package Design - August 2013 - Cover4
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