Pack and Product Pulse

S1E04 – Bringing it all together – Stefan Hilss, CEO @ Linked2Brands

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Summary:


In this episode, Victor Lebon interviews Stefan Hilss, CEO of Link to Brands, about the packaging artwork stage in the product lifecycle. They discuss operating models, organizational roles and responsibilities, data integration, essential technologies, and the impact of artificial intelligence and automation. Stefan emphasizes the importance of finding the right operational model for each brand and portfolio, as well as the need for structured data in the artwork process. He also highlights the changing landscape of packaging due to the rise of e-commerce.



Takeaways:


  • Finding the right operational model for packaging artwork depends on the brand, portfolio, and workflow.
  • Structured data is crucial for efficient and effective artwork creation.
  • Adobe Illustrator is the primary tool for building artwork, but there is a need for more industry-specific solutions.
  • Artificial intelligence and automation can have a positive impact on repetitive tasks and pattern recognition.
  • The rise of e-commerce is changing the value proposition of packaging, leading to potential budget shifts towards digital platforms.
    • The Impact of E-commerce on Packaging
    • The Role of Adobe Illustrator in Packaging Artwork
      • "It's not a standalone silo process. It connects to the input that you receive and the output that you ought to deliver."
      • "90% of the value proposition we do is managing chaos and delivering structure."
      • "Give me an XML file that is of consistent structure and that is not reinterpreted each time a new artwork pops up."



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        Pack and Product PulseBy Victor Lebon