Package Design - June/July 2014 - 65

Most of the time, you know it
will not make its way to the
shelf, but it's the goose-bump
moment when you realize
you're on to something great.
How strongly do you weigh an agency's client list?
The client list has little effect on me. Sometimes it's
a consideration as I think about global capabilities-meaning can they manage a complex portfolio, hundreds or thousands of SKUs, promotions,
etc.? But beyond that, it's not a huge factor.

What if an agency has done great
work, but it's never worked in your
CPG category?
It really is all about the talent and the personalities. The chocolate and confection category is
really complex and without prior experience,
there's going to be a learning curve. As long as
we know that going in, I am all for it.

What are the top three characteristics of great design ﬁrms?
People. People. People. If the work is great, but
you dread getting on the phone or in a meeting
room together, it's not going to be much fun for
anyone. Sure, we'll disagree and get on each other's nerves from time to time, but our profession
is challenging enough without making it harder
for ourselves.

Please describe your dream agency?
I like knowing everyone who is working on my
business and having full access to creative, account
and strategy.

I hate to overburden an already complex process with layers of communication. If I'd like to see
a different type treatment of an alternate photography style, I find it easier to have that conversation
designer to designer. I'd prefer an off-the-cuff conversation versus trying to get calendars aligned,
and I expect to see great work when it's promised
and warned in advance when to reset my
expectations.
I expect our partners to invest as much in
understanding our brands, consumers, shoppers
and customers as we do internally yet take advantage of their outsider status to push and challenge
our thinking.

led with a different firm as their own. Awkward.

How do you view the agency-brand
relationship?

First and foremost, don't forget to say thank
you. And a frozen Reese's Peanut Butter Cup is
pretty spectacular.

I want to ensure that my internal partners have
the access they need to feel comfortable with
our agency partners and process, but ultimately
the relationship lies with design. I believe when
design and the agency work together with brand
as clients, some of the subjectivity is removed
from the work. If there's a winning concept and a
tight brief with a clear understanding of who has
input/decision-making rights, it shouldn't be an
issue. This is easier said than done.

Can you describe a pet peeve when
working with a design agency?
We all have our quirks and I am sure many of my
partners would happily share their opinions of
mine. But since you asked-elaborate excuses
for less than great work, receiving a presentation moments before you're scheduled to share
with your internal clients and lack of consideration to implications of the work related to the
broader portfolio.

Any other tips that you'd like to
provide?

What's the worst pitch you've ever
received from a design ﬁrm?
I once had an agency present work that I had

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