Package Design - May 2015 - 64

DEBATE & DISCUSS

The best
reward for an
agency is for
the work to
be stellar. As
clients, we
sometimes
think that all
they care
about is
getting paid,
which is so
far from true.

either. As a matter of fact, the pursuit of harmony above
all else will get in the way of great work-you'll end up
settling on what everyone can agree on, which inevitably
will be too complicated or completely forgettable, and
won't win in the marketplace.
Have you ever started a project by asking designers to do work on spec?
In the strictest sense, I have not. It is P&G's policy that
our agencies don't do free spec work, with which I agree.
However, I often use multiple agencies on the same
work. At times, this means one of the agency's work does
not make it to market at all. Often, it means that one
agency needs to adopt a portion of another agency's idea
or execution.
Obviously, this can be tricky and even emotional.
Before I start work with multiple agencies, they know,
and they know why. I'm also very open with my "improv"
philosophy, so while they may not like it, there aren't any
surprises.
I view the creative process as an improv act; no one
actor can run or own the show. The success of an improv
show requires a belief that all of the actors are brilliant.
Each player's job is to take what is given, build on it and
make it even better. As creatives, we often want to be the
star, but you learn quickly that designers who are open to
builds and invite multiple points of view end up with better products for their brands.
Can a brand use spec work without abusing the
test project as a way to get free design work?
I'm a fan of providing a stipend for any test work. If an
agency chooses to blow past those funds with the goal of

64

MAY 2015

winning the business or longer-term gains, then it's their
choice.
As an industry, designers should not be in the habit of
giving away the goods. Not only does it undercut our
designer peers, which is bad business, it devalues the creative process, as well as our experience and education as
design masters.
Having said that, spec work is a common practice.
Brands need to pay attention to the bigger picture to
ensure they are rewarding their agencies appropriately
over the longer-term. So, if a spec effort lands in a faster
solution, the agency should indeed get more work in the
future with typical budgets.
I used to look at my workload for a year and my budget and do a gut check on whether it felt fair for all
involved. Agencies need to hold their clients to this standard and vice-versa when budgets have blown up with
limited results.
Have you ever had to drop an agency for a reason
other than its design work?
Many times, I've had great work for multiple agencies on
the same project and needed to drop one before the work
was completed. It's a very difficult conversation, involving tears at times, but I try to be as honest with what will
happen with the project going forward and why those
decisions were made. I'm openly thankful for what the
agency's work informed in the project.
In the best cases, there is something else going on
with my brands where the agency is a better fit, but that's
rare and I never hint at future work when the chance is
slim. In the worst cases, my boss will get a call from the
agency head not happy with my decision. My goal is to



Package Design - May 2015

Table of Contents for the Digital Edition of Package Design - May 2015

Package Design - May 2015
Contents
Editor’s Letter
Front Panel
Snapshots
Design Matters Series: Ximena O’Reilly
Brand Characters
Dialogue by Design
Hba Preshow Planner
Product Focus: Special Effects
Accessing Premium Style
Robust Meets Sophistication
Debate & Discuss: Design Agency Selection and Compensation
Index of Advertisers
Field Notes
Package Design - May 2015 - Intro
Package Design - May 2015 - BB1
Package Design - May 2015 - BB2
Package Design - May 2015 - Package Design - May 2015
Package Design - May 2015 - Cover2
Package Design - May 2015 - 1
Package Design - May 2015 - Contents
Package Design - May 2015 - 3
Package Design - May 2015 - Editor’s Letter
Package Design - May 2015 - 5
Package Design - May 2015 - Front Panel
Package Design - May 2015 - 7
Package Design - May 2015 - 8
Package Design - May 2015 - BI1
Package Design - May 2015 - BI2
Package Design - May 2015 - 9
Package Design - May 2015 - Snapshots
Package Design - May 2015 - 11
Package Design - May 2015 - 12
Package Design - May 2015 - 13
Package Design - May 2015 - Design Matters Series: Ximena O’Reilly
Package Design - May 2015 - 15
Package Design - May 2015 - 16
Package Design - May 2015 - 17
Package Design - May 2015 - 18
Package Design - May 2015 - 19
Package Design - May 2015 - 20
Package Design - May 2015 - 21
Package Design - May 2015 - Brand Characters
Package Design - May 2015 - 23
Package Design - May 2015 - 24
Package Design - May 2015 - 25
Package Design - May 2015 - 26
Package Design - May 2015 - 27
Package Design - May 2015 - Dialogue by Design
Package Design - May 2015 - 29
Package Design - May 2015 - 30
Package Design - May 2015 - 31
Package Design - May 2015 - Hba Preshow Planner
Package Design - May 2015 - 33
Package Design - May 2015 - 34
Package Design - May 2015 - 35
Package Design - May 2015 - 36
Package Design - May 2015 - 37
Package Design - May 2015 - 38
Package Design - May 2015 - 39
Package Design - May 2015 - 40
Package Design - May 2015 - 41
Package Design - May 2015 - 42
Package Design - May 2015 - 43
Package Design - May 2015 - Product Focus: Special Effects
Package Design - May 2015 - 45
Package Design - May 2015 - 46
Package Design - May 2015 - 47
Package Design - May 2015 - Accessing Premium Style
Package Design - May 2015 - 49
Package Design - May 2015 - 50
Package Design - May 2015 - 51
Package Design - May 2015 - 52
Package Design - May 2015 - 53
Package Design - May 2015 - Robust Meets Sophistication
Package Design - May 2015 - 55
Package Design - May 2015 - 56
Package Design - May 2015 - 57
Package Design - May 2015 - 58
Package Design - May 2015 - 59
Package Design - May 2015 - 60
Package Design - May 2015 - 61
Package Design - May 2015 - Debate & Discuss: Design Agency Selection and Compensation
Package Design - May 2015 - 63
Package Design - May 2015 - 64
Package Design - May 2015 - 65
Package Design - May 2015 - 66
Package Design - May 2015 - 67
Package Design - May 2015 - 68
Package Design - May 2015 - 69
Package Design - May 2015 - 70
Package Design - May 2015 - 71
Package Design - May 2015 - 72
Package Design - May 2015 - 73
Package Design - May 2015 - 74
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Package Design - May 2015 - 76
Package Design - May 2015 - 77
Package Design - May 2015 - 78
Package Design - May 2015 - 79
Package Design - May 2015 - 80
Package Design - May 2015 - 81
Package Design - May 2015 - 82
Package Design - May 2015 - 83
Package Design - May 2015 - 84
Package Design - May 2015 - 85
Package Design - May 2015 - 86
Package Design - May 2015 - Index of Advertisers
Package Design - May 2015 - Field Notes
Package Design - May 2015 - Cover3
Package Design - May 2015 - Cover4
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