Package Design - January/February 2015 - 6
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PA N E L
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Community, collaboration,
culture converge in Florida
BY LINDA CASEY
W
idely acclaimed as a rousing
success, the Package Design
Matters conference, along with
the co-located D Event, brought together
nearly 200 senior decision makers to discuss
the business of designing and marketing
packaged goods.
Larry Light, the man behind McDonald's
I'm Lovin' It campaign and author of Six Rules
for Brand Revitalization kicked off the Package Design Matters conference. Several in the
audience were moved to give Light a standing
ovation as he concluded a keynote on Brand
Journalism and elevating the role of all marketing media.
Light shared insights gleaned as the former global CMO of McDonald's, former chief
brands officer at InterContinental Hotels
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JANUARY/FEBRUARY 2015
Group and current CEO of marketing consultancy Arcature. Under Larry Light's leadership as CMO of McDonald's, the mega-brand
introduced a new marketing strategy that
rejects traditional marketing and advertising
approaches. This new plan, commonly
known as the I'm lovin' it campaign, used a
variety of multi-dimensional messaging via
multiple channels to multiple audiences. The
approach was a vital driver in McDonald's
turnaround.
Additionally, Light shared his dismay that
some organizations have not yet recognized
the value of design as a primary marketing
vehicle and gave advice on how designers and
marketers can move beyond just content
marketing to develop marketing programs in
much the same way editors develop content-using the strength of each vehicle to
deliver a variety of content with a coherent
1. Larry Light kicked off the conference with a
fiery speech about Brand Journalism.
2. Lively and enlightened conversations
extended beyond the stage to include the curious and inquisitive audience of senior design
and marketing leaders.
3. Design and business leaders participate in
roundtable discussions during the co-located
D Event.
editorial framework-for more powerful
business results.
We were so honored to have Larry at the
conference, as he opened our last Package
Design conference 10 years ago, also held in
Florida. We hope that Larry can join us for
future events, as we have resurrected the conference and move to make this high-level
design thinking forum an annual event.
Todd Henry, author of The Accidental Cre-
Package Design - January/February 2015
Table of Contents for the Digital Edition of Package Design - January/February 2015
Package Design - January/February 2015
Table of Contents
Editor’s Letter
Front Panel
Snapshots
Real World Academy
Clear Vision
Delivering Design ROI
Male Call
Branding 4 .0
Product Focus: Experiential Packaging
Index of Advertisers
Field Notes: Premium for Plastic
Package Design - January/February 2015 - Intro
Package Design - January/February 2015 - BB1
Package Design - January/February 2015 - BB2
Package Design - January/February 2015 - Package Design - January/February 2015
Package Design - January/February 2015 - Cover2
Package Design - January/February 2015 - 1
Package Design - January/February 2015 - Table of Contents
Package Design - January/February 2015 - 3
Package Design - January/February 2015 - Editor’s Letter
Package Design - January/February 2015 - 5
Package Design - January/February 2015 - Front Panel
Package Design - January/February 2015 - 7
Package Design - January/February 2015 - 8
Package Design - January/February 2015 - 9
Package Design - January/February 2015 - 10
Package Design - January/February 2015 - Snapshots
Package Design - January/February 2015 - 12
Package Design - January/February 2015 - Real World Academy
Package Design - January/February 2015 - 14
Package Design - January/February 2015 - 15
Package Design - January/February 2015 - 16
Package Design - January/February 2015 - 17
Package Design - January/February 2015 - 18
Package Design - January/February 2015 - 19
Package Design - January/February 2015 - 20
Package Design - January/February 2015 - 21
Package Design - January/February 2015 - 22
Package Design - January/February 2015 - 23
Package Design - January/February 2015 - 24
Package Design - January/February 2015 - 25
Package Design - January/February 2015 - 26
Package Design - January/February 2015 - 27
Package Design - January/February 2015 - 28
Package Design - January/February 2015 - 29
Package Design - January/February 2015 - 30
Package Design - January/February 2015 - 31
Package Design - January/February 2015 - Clear Vision
Package Design - January/February 2015 - 33
Package Design - January/February 2015 - 34
Package Design - January/February 2015 - 35
Package Design - January/February 2015 - Delivering Design ROI
Package Design - January/February 2015 - 37
Package Design - January/February 2015 - 38
Package Design - January/February 2015 - 39
Package Design - January/February 2015 - 40
Package Design - January/February 2015 - 41
Package Design - January/February 2015 - 42
Package Design - January/February 2015 - 43
Package Design - January/February 2015 - Male Call
Package Design - January/February 2015 - 45
Package Design - January/February 2015 - 46
Package Design - January/February 2015 - 47
Package Design - January/February 2015 - 48
Package Design - January/February 2015 - 49
Package Design - January/February 2015 - Branding 4 .0
Package Design - January/February 2015 - 51
Package Design - January/February 2015 - 52
Package Design - January/February 2015 - 53
Package Design - January/February 2015 - 54
Package Design - January/February 2015 - 55
Package Design - January/February 2015 - Product Focus: Experiential Packaging
Package Design - January/February 2015 - 57
Package Design - January/February 2015 - 58
Package Design - January/February 2015 - Index of Advertisers
Package Design - January/February 2015 - Field Notes: Premium for Plastic
Package Design - January/February 2015 - Cover3
Package Design - January/February 2015 - Cover4
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