Landor Creative Director: Design From The Consumer’s Perspective [Cannes]

Landor Creative Director: Design From The Consumer’s Perspective [Cannes]

Peter Knapp discusses how in order to understand a client or audience agencies might have to use non-traditional approaches from other disciplines like psychology or science.

Carib Guerra
  • 23 june 2012

For nearly two decades Peter Knapp been involved in brand direction projects across the globe and over various industries, always striving to deliver unparalleled consumer experiences in any market. In advance of the Landor Live workshop for the Cannes Lions Festival, PSFK spoke with Peter Knapp about how to let consumers engage with their brands.

Peter, you’re back at Cannes. How do you think the industry has changed over the last 12 months?

In 2011, only the fourth year for Cannes Design Lions, I was privileged enough to be a judge. Life inside the judging rooms required the 15 jury members to spend five 12 hour days reviewing 1774 projects submitted to compile a shortlist. Those that stood out told their stories concisely and more often than not visually so to avoid language translation concerns.

It’s a fair prediction that this year once again Ad agencies will flood every category/discipline with their work. What I would like to see is the Design industry really come into their own and be prepared to fight for recognition.

Is there a particular piece of work your agency has produced that reflects how Landor Associates is evolving?

This is the first year where we submitted a lot of work not done for clients. The type of work that really reflects Landor’s vision and connects our culture. For example, this year our team in Cincinnati has begun to brew and brand their own craft beer ‘Dockside Brew Company’ which has been well received by the design community and beer lovers alike. Additionally a team of our designers, who moonlight as members of a local band, Ohio Knife, traveled to SXSW to play at the festival and engage audiences by unleashing their creative genius.

In the London office we’ve been working with the Queen Elizabeth Prize for Engineering. We created a branding and communications plan that resonates as strongly with the engineering establishment as with a fifteen-year-old girl considering her career options. The visual identity system allows us to modulate communications to be relevant across the board, across media and across borders.

The London 2012 Olympic Games is another theme running through Landor’s entries this year. The P&G 360 brand experience is going to be so impressive and make such an impact at the street level globally, we can’t wait to see the outcome.

And, of course, we’ve submitted some great work for brands like Worthington’s, Captain Morgan, DC Comics.

What is your workshop titled? What is it about? Why do you think it’s important?

The title of our session is “Landor Live: How to sell creative ideas in a creative way” It’s about the need to understand any audience or client, using various elements outside of our realm, for example the differences between right and left brain thinking, human psychology, change management, group thinking, and behavioral challenges.

The presentation will help strengthen the audience’s own presentation approach, by learning to understand which clients respond better to storytelling versus traditional presentations, for example, or how to make a client feel like they’ve initiated the “winning idea.”

Understanding what makes our clients tick, and how different clients benefit from different approaches, we believe, helps ensure the client-agency relationship is a good and productive one.

Thanks Peter!

Don’t miss the workshop to be lead by CEO of Landor Associates, Mary Zalla:

Landor Live: How To Sell A Creative Idea In A Creative Way

Cannes Lions International Festival of Creativity


Japanese Face Wash Creates A Perfect Rose Every Time

Arts & Culture
Mobile august 26, 2016

Get A Better Idea Of How You Are Wasting Your Time

The TouchTime app is trying to revolutionize personal task management by providing detailed insight on how to be more efficient

Culture august 26, 2016

London Telephone Box Repurposed As A Tiny Mobile Repair Shop

Tools and supplies to replace broken screens or damage are neatly stowed away in these micro-workrooms


Get PSFK's Latest Report: Future of Work

See All
Design august 26, 2016

Conceptual Sportswear Created Out Of Futuristic Condom Material

A Dutch fashion designer is experimenting with new methods and fabrics to make high performance clothing

Fashion august 26, 2016

Fashionable Tassel Will Ensure You Never Lose Your Valuables Again

The device is fashion meets connected tech, that will help you keep track of your belongings at all times


Rafi Haladjian

Consumer Electronics, Healthcare

Syndicated august 26, 2016

Would You Wear Wool Shoes To Save The Environment?

As demand for wool shoes grows, a number of US footwear brands are heading directly to the source: the sheep pastures of New Zealand

Sustainability august 26, 2016

Self-Healing Material Is Fashioned Out Of Squid Teeth

Penn State researchers have devised a new textile that uses organic proteins

Arts & Culture august 26, 2016

Search Engine Turns Your Own Drawings Into Photos

This image-matching software accepts hand-made sketches instead of keywords


Future Of Work
Cultivating The Next Generation Of Leaders

PSFK Op-Ed august 25, 2016

Retail Expert: What Sustainability Means To The Millennial Generation

Jo Godden, Founder of RubyMoon, discusses how brands can limit their environmental impact worldwide

PSFK Labs august 25, 2016

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Arts & Culture august 26, 2016

Illustrator Interprets The Experiences Of Blind Travelers

Artist Alby Letoy creates drawings of poignant travel memories for the visually impaired

Advertising august 26, 2016

Clickbait Titles Used For The Good Of Charity

An agency devised an unlikely campaign that uses clickbait as a positive force to drive awareness to nonprofit initiatives

Advertising august 26, 2016

The Best In Eye-Catching Olympics Campaigns

PSFK rounds out the Rio Games with our picks for the best advertising moments off the field

Work august 26, 2016

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Arts & Culture august 26, 2016

Transforming Light Waves Into A New Art Form

An artist uses glass treated with layers of metallic coatings to create a unique installation called lightpaintings


Rio Olympics
Innovation Coverage From The Rio Games

Design august 26, 2016

This Windbreaker Lets You Explore The Outdoors While Charging Your Phone

The apparel includes solar panels that allow the wearer to stay connected through the power of renewable energy

Asia august 26, 2016

The Goal Of This Game Is To Not Get Laid Off From Your Job

A hit mobile app has you working really, really hard to not get fired as you climb the corporate ladder

Advertising august 26, 2016

Movie Critic Bot Guides Viewers Through Festival Offerings

The Toronto International Film Festival has created a Facebook Messenger chatbot to help attendants curate their schedule

No search results found.