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Packaging Design as a Business Strategy at Kraft Foods, Inc.

In a May 15, 2009 podcast, Packaging Digest interviewed LPK’s Phil Best, vice president of product design and innovation, and Kraft’s Jon Denham, vice president of design and innovation, on the intersection of business strategy, design, innovation and the current marketplace. LPK’s partnership with Kraft leverages innovative idea resourcing and consumer insight to build memorable, design-driven experiences that lead to game-changing business growth potential. “Design is an investment in the future,” says Best, and it’s an investment that successful leadership brands, like Kraft, take seriously.

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About Phil Best
Phil Best, vice president of branding, design and innovation and chief operating officer, is responsible for the design of the LPK organization, development and synergy of integrated competencies and operational excellence. 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.

LPK’s independent spirit champions a vibrant creative culture, and the company has been 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.”

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