Pantene Overhauls Products, Image and Ads Jerry Kathman emphasizes the importance of connecting emotionally with consumers in addition to having an impactful "shelf presence" to win at retail.
		In an April 2007 article in P-O-P Times, LPK President and CEO Jerry Kathman speaks about the growing focus on packaging to perform at retail. Citing LPK's recent redesign of Herbal Essences, Kathman posits that truly understanding consumers and building emotional connections with them through unexpected delight is essential to winning in-store. It is also important, he says, to develop a holistic campaign that delivers consistent messaging across all consumer touchpoints. P-O-P Times is a monthly magazine that informs readers of the news, trends and events that shape the use of point-of-purchase material and the impact and effectiveness of in-store marketing.
		About LPK LPK is an international design agency where remarkable people Build Leadership Brands. By integrating strategy, design and innovation, LPK leverages relevant consumer, shopper and market insights to create value, sustain leadership and transform businesses. The agency’s portfolio of category-leading brands and long-term client relationships attracts some of the best and brightest creative minds in the world. LPK’s combination of strategic skills, creative disciplines and cross-cultural perspectives results in brand-building innovation across media, geography and time. With a presence in North America, Europe and Asia, LPK is the world’s largest employee-owned brand design agency. LPK has developed and managed brand design franchises for some of the world’s most successful businesses, including Gillette, Pampers, Olay, 3M, Jim Beam, IBM, Hershey, Coleman, U.S. Bank, AT&T, Kellogg, Novartis, Samsung, PepsiCo, and Kraft Foods. LPK’s independent spirit champions a vibrant creative culture, recognized by The Wall Street Journal as a “Winning Workplace” and described by HOW Magazine as “one of the largest and most influential branding agencies on the planet.” Contact: www.lpk.com.