Want To Win At The Shelf? Hire Bad Ass Designers.

According to Ad Age, in-store marketing is growing in importance, and design is at the center of the battle for consumer attention.

A study last year by Nielsen Co.’s Bases unit found in-store marketing clearly beats TV as the leading medium creating awareness of new package goods in the U.S. and five other key developed markets.

The article uses P&G as case study. P&G’s Global Brand-Building Officer, Marc Pritchard, for one, believes all marketing ideas need to prove their mettle by working at the shelf. For P&G, package design is “the first moment of truth.”
Hold on a second, what’s all this common sense doing in an article about brand building?

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.