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 head of brand strategy and creative at Bonehook in Portland, Oregon.