menu

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

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

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

Advertising
Trending

DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Design & Architecture
Culture Today

Messaging Add-On Helps You Correct Your Friends’ Bad Grammar

An iMessage sticker pack will help you copyedit text messages

Automotive Today

Mercedes-Benz Introduces A New Electric Mobility Brand

The separate entity aims to simplify the identification of Mercedes EV products to customers

Trending

Get PSFK's Related Report: Future of Work

See All
Mobile Today

Tinder’s New Feature Makes Swiping A Group Effort

The dating app wants to democratize its gestural interaction by buying in to the social polling trend pervasive among millennials

Related Expert

Jared Heyman

Crowdsourcing, Health, Data

Syndicated Today

Autonomous Garbage Drone Prevents Trash From Reaching Deep Ocean

The solar-powered WasteShark collects refuse closer to the source: the harbor

Automotive Today

Aston Martin Reveals Its Own Luxury Powerboat

The sleek AM37 echoes styling elements from the British brand's sports cars

Advertising Today

An Escort Website Fights Violence Against Sex Workers

The advocacy campaign from McCann aims uncover the human toll of the exploitative industry

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 28, 2016

Energy Expert: How American Consumers Are Taking Control Of Their Power Use

Jennifer Tuohy, green tech expert at The Home Depot, discusses green home technologies and developments for renewable technologies in US homes

PSFK Labs Yesterday

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Culture Today

LIFE Magazine Relaunches In Pure VR

The general interest periodical, which ceased publication in 2000, has turned into a portal for virtual reality content

Mobile Today

Reorder This Detox Drink With A Simple Text Message

Dirty Lemon is streamlining its communication by letting customers place orders, ask product questions and request help exclusively through chat

Op-Ed Today

The Future Of The American Workforce Requires Unbundling College Education

President of JetBlue Technology Ventures: developing corporate education programs for non-traditional students

Retail Today

Gilt’s Pop-Up House Is The Kind Of Store You’ll Want To Live In

The New York City townhouse plays host to the latest in retail inspiration, curation, and lifestyle activation (and some libations, too)

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Mobile Today

Registering To Vote Is Now Just A Text Away

A new bot aims to mobilize underrepresented groups this election season through SMS and Facebook Messenger

Africa Today

Virtual Reality Game Gives Lessons About Emergency Birth Care

LIFE is a serious tool that takes advantage of new technology to help save lives

Luxury Today

Shoe Repair Has Moved Onto Your Phone

Cobbler Concierge is an on-demand service to get your footwear fixed online

No search results found.