Package Design - May 2015 - 66

DEBATE & DISCUSS

It is P&G's
policy that
our agencies
don't do free
spec work,
with which I
agree.

ensure I'm being fair and transparent, and that my boss
has been aligned ahead of time and has my back.
How did you handle the situation, especially how
the agency's work is used after it leaves the
project?
I believe strongly that the work and work product of
design agencies is owned by the client, not the agency.
Our contracts are written that way as well. So, I'm not
fussed with shared creative product.
There is no brand that is in the market using only one
creative source these days-spec work or not, agencies
need to share credit and share creative freely or we're
underserving the brands.
This is also why brands need to pay for all work, even
if it was done as a test or on spec. If the brand did not pay,
it is simply unethical to use it in any way if you drop the
agency from the project.
So, assuming you have paid for the work and you're
now asking an agency to transition it to another agency,
it's critical to be effusive and public with credit and
praise. Letting an agency's principal know how collaborative and strong its team was on an effort, even if they
didn't win the business, makes a world of difference.
Or, when you award another project, letting the
agency know it's because of how its team handled the
previous effort despite having not won the project. Even
sharing the final design and being specific and thankful
in how the spec or test work informed it will invariably
build good will.
What are the advantages and disadvantages of
working with the agencies on the creative brief

66

MAY 2015

versus having agencies submit spec work based on
an already created brief?
It's P&G's policy that our agencies don't do free spec
work. But it is true, a very specific brief is the typical
approach to a design project in the industry as a whole.
I'm a bit more fluid and opt to meet with each of the
agencies for a kickoff and loose brainstorming session,
with the design brief. This tells me a lot about the working style of the agency and will play a role in how we proceed past the spec work. It's okay if one agency gets more
out of the session than another. Ultimately, we're not in
the business of even-playing fields, we're in the business
of creating amazing design solutions. So, in a way, the
agency does have a chance to input into the brief
although it will not change what's written per se.
Have you ever used or recommended financial
incentives for design work?
P&G has a lot of experience with incentive-based creative
work as that's the typical approach with the advertising
agencies. I'm not a fan of this approach as truly holistic
creative is impossible to parcel out credit.
I've seen great packaging bomb because of poor instore placement. I've seen mediocre packaging do great
because of massive display. More importantly, in these
situations, often everyone feels like they got the short
end.
The client feels that it's overpaying for elements the
agency didn't control, and the agency feels the quality of
its work was hurt by the brand not being a priority or
what have you. Net, I'm a fan of paying fairly for deliverables and then doing everything in my power to make the
process and the outcome brilliant.



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 - 78
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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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