Setting Expectations Phil Best, vice president of product design and innovation at LPK, discusses how to successfully leverage the collaborative efforts of multiple agency partners to bring new ideas to market.
		In an article in the December 8, 2008 issue of CM&P Magazine, Phil Best, vice president of product design and innovation at LPK, declares that, when collaborating with multiple agency partners to bring a new brand to market, "the most important foundation is communication." To create a holistic total brand experience, Best advocates identifying key brand-identity principles and communicating these to all intermediaries upfront and throughout the project's timeline. Contract Manufacturing & Packaging (CM&P) Magazine covers the contract manufacturing market for brand owners and manufacturers at companies of all sizes, across all product categories.
		About Phil Best Phil Best, Chief Operating Officer, is a true veteran of brand design. Best spent the majority of his career at Procter & Gamble. He is credited with building the global design organization at P&G and establishing design as one of P&G’s core competencies. With Best’s counsel, LPK’s Product Design and Innovation group has grown significantly with visionary focus on consumer insights, trends and structured ideation.
		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.