Package Design - June/July 2014 - 61

What are the top
characteristics of
great design ﬁrms?

1.
2.
3.

How strongly do you weigh an agency's client list?
It is an attention-getter, for sure. If their client
list includes other large companies, particularly
those within our category space, it bubbles
them up. A killer portfolio and an internal referral will always "weigh more" than a fancy client
list, however.

What if an agency has done great
work, but it's never worked in your
CPG category?
Category experience is sometimes a "nice-tohave" and sometimes a "don't-want-to-have".
We frequently look for agency experience outside of the toy category. Given the institutional
and category knowledge we have inside, we love
to benefit from unique takes from the outside.
For us, this is most common when we are pushing into new sub-categories, or reaching for different consumers. We can use an agency to help
us "authenticate."

Amazing work, created
by amazing talent.
Reliability and
consistency.
A clear creative point of
view in what they deliver.

Please describe your dream agency?
An agency that gets what we mean, not just
what we say
An agency that exceeds expectations by nailing
the brief, then going beyond it
An agency that challenges our thinking by offering a unique, compelling point of view
An agency that solves problems
An agency that delivers

How do you view the agency-brand
relationship?
An agency must connect with the position of
the brand-where it is and where it seeks to go.
They must understand the boundaries and
draw the delicate balance of knowing where
and how to push, and where not to.

What's the worst pitch you've ever
received from a design ﬁrm?

Can you describe a pet peeve when
working with a design agency?
Agencies often overpromise. I love optimism,
but when investing time, money and expectation in a project-it is critical they are able to
deliver. I am also not a fan of "cost-creep", where
an agency signs up for something and has to
continue to nickel-and-dime the cost up to get
to the finish line. It shows me that there was
either a lack of understanding of the project, a
miscalculation of what it would take to get
there, or a belief that it just won't matter to us. It
does.

Any other tips that you'd like to
provide?
Excellent work + advocacy is the formula for
success with a new agency breaking in, or an
existing agency keeping busy. It really is as simple as that.

I once received a pitch from a design firm that I
brought in based on the quality and relevance of
their work. I later learned they had plagiarized
much of it. The quality and integrity of the people delivering the work is paramount.

PACKAGEDESIGNMAG.COM

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Package Design - June/July 2014

Table of Contents for the Digital Edition of Package Design - June/July 2014

Package Design - June/July 2014
Table of Contents
Editor’s Letter
Publisher’s Letter
Front Panel
Snapshots
Package Design Matters: Creative Drive
Packaging Pantene’s Crowning Glory
Nature Nut
Keepin’ it Real
Design Tech Products: Prototyping Technologies
Fresh Story
Brand Makers
Product Focus: Biobased Packaging
ndex of Advertisers
Field Notes
Package Design - June/July 2014 - Intro
Package Design - June/July 2014 - BB1
Package Design - June/July 2014 - BB2
Package Design - June/July 2014 - Package Design - June/July 2014
Package Design - June/July 2014 - Cover2
Package Design - June/July 2014 - 1
Package Design - June/July 2014 - Table of Contents
Package Design - June/July 2014 - 3
Package Design - June/July 2014 - Editor’s Letter
Package Design - June/July 2014 - 5
Package Design - June/July 2014 - Publisher’s Letter
Package Design - June/July 2014 - Front Panel
Package Design - June/July 2014 - 8
Package Design - June/July 2014 - 9
Package Design - June/July 2014 - 10
Package Design - June/July 2014 - 11
Package Design - June/July 2014 - Snapshots
Package Design - June/July 2014 - 13
Package Design - June/July 2014 - 14
Package Design - June/July 2014 - 15
Package Design - June/July 2014 - Package Design Matters: Creative Drive
Package Design - June/July 2014 - 17
Package Design - June/July 2014 - 18
Package Design - June/July 2014 - 19
Package Design - June/July 2014 - 20
Package Design - June/July 2014 - 21
Package Design - June/July 2014 - 22
Package Design - June/July 2014 - 23
Package Design - June/July 2014 - 24
Package Design - June/July 2014 - 25
Package Design - June/July 2014 - 26
Package Design - June/July 2014 - 27
Package Design - June/July 2014 - Packaging Pantene’s Crowning Glory
Package Design - June/July 2014 - 29
Package Design - June/July 2014 - 30
Package Design - June/July 2014 - 31
Package Design - June/July 2014 - Nature Nut
Package Design - June/July 2014 - 33
Package Design - June/July 2014 - 34
Package Design - June/July 2014 - Keepin’ it Real
Package Design - June/July 2014 - 36
Package Design - June/July 2014 - 37
Package Design - June/July 2014 - 38
Package Design - June/July 2014 - 39
Package Design - June/July 2014 - Design Tech Products: Prototyping Technologies
Package Design - June/July 2014 - 41
Package Design - June/July 2014 - 42
Package Design - June/July 2014 - 43
Package Design - June/July 2014 - 44
Package Design - June/July 2014 - 45
Package Design - June/July 2014 - 46
Package Design - June/July 2014 - 47
Package Design - June/July 2014 - 48
Package Design - June/July 2014 - 49
Package Design - June/July 2014 - 50
Package Design - June/July 2014 - Fresh Story
Package Design - June/July 2014 - 52
Package Design - June/July 2014 - 53
Package Design - June/July 2014 - 54
Package Design - June/July 2014 - 55
Package Design - June/July 2014 - 56
Package Design - June/July 2014 - 57
Package Design - June/July 2014 - Brand Makers
Package Design - June/July 2014 - 59
Package Design - June/July 2014 - 60
Package Design - June/July 2014 - 61
Package Design - June/July 2014 - 62
Package Design - June/July 2014 - 63
Package Design - June/July 2014 - 64
Package Design - June/July 2014 - 65
Package Design - June/July 2014 - 66
Package Design - June/July 2014 - 67
Package Design - June/July 2014 - 68
Package Design - June/July 2014 - 69
Package Design - June/July 2014 - 70
Package Design - June/July 2014 - 71
Package Design - June/July 2014 - Product Focus: Biobased Packaging
Package Design - June/July 2014 - 73
Package Design - June/July 2014 - 74
Package Design - June/July 2014 - 75
Package Design - June/July 2014 - 76
Package Design - June/July 2014 - 77
Package Design - June/July 2014 - 78
Package Design - June/July 2014 - ndex of Advertisers
Package Design - June/July 2014 - Field Notes
Package Design - June/July 2014 - Cover3
Package Design - June/July 2014 - Cover4
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