Five Pitfalls to Avoid During Package Design

Image

Designing a package seems to be a straightforward process. Unfortunately, when companies embrace this notion, they compromise their brand, their supply chain, and even their financials.

The professionals at Studio One Eleven, the design and innovation division of Berlin Packaging, have more than 150 years of combined experience creating successful packaging across all markets. Here are common pitfalls they see—as well as tips for avoiding them:

·         Jumping into ideation without a solid foundation. Brand positioning, consumer insights, competitors’ strengths and weaknesses, market trends—these factors and many others are the building blocks of a proper design process. But many agencies overlook or simply don’t seek out these critical inputs. Designing great packaging requires a full and accurate analysis of where, how, and for whom a package must perform, addressing factors from costs to merchandising to sustainability.

·         Designing without regard for the rest of the supply chain. A good package solution is much more than a compelling visual; it’s a well-reasoned response to a commercial opportunity that can be manufactured efficiently and flow smoothly through the whole supply chain.

·         Thinking too narrowly. It’s important to appreciate the visual vernacular of the product category in which you’re competing, but groundbreaking solutions also take cues from outside the category and challenge conventions in ways that consumers appreciate.

·         Designing for the sake of design. Properly framed, design is the creative means to a commercial end. Marketers and brand owners want to engage partners and advocates who pursue a common-sense goal of building a successful brand.

·         Accepting misaligned incentives. Agencies that sell their time are, by definition, driven to take more of it, sometimes placing their financial incentives at odds with their client’s need for speed and efficiency. On the other hand, package manufacturers are incented to fill machine capacity, so their decisions aren’t driven by the best solution for the brand, but rather the best solution that they can manufacture. You should pay only for real performance and ensure that your interests and those of your partners are aligned.

“There are lots of players in the market today that say they’re qualified to develop a product or package. Very few, however, have the skills, the tools, the aligned incentives, and a certified process to do so properly,” said Scott Jost, Vice President of Innovation & Design at Studio One Eleven. “With all that is at stake, companies are wise to work with a team that is well-versed in every aspect of developing this critical business asset.”

Studio One Eleven’s newly-refreshed website, www.studio111design.com, features a huge array of content that informs package and product design decision-makers. The site includes information about the Studio One Eleven team, an overview of their practice areas and ISO-certified design process, examples of their work, white papers, and more insight on what sets Studio One Eleven apart.

“With hundreds of custom components developed every year, we offer our world-class services at no charge in exchange for the client’s packaging business. Packaging is the currency we use, which makes perfect sense given Berlin Packaging’s packaging expertise and entrepreneurial approach to doing whatever it takes to increase our customers’ bottom lines,” Jost noted. “We want to help our customers package more profit.”

MHI Global’s Miller Heiman Named A Top 20 Sales Training Company

Image

MHI Global Named to List of Top 20 Sales Training Providers.

DENVER, March 13, 2015 /PRNewswire/ — Trainingindustry.com has named Miller Heiman a Top 20 sales training company. The Top 20 list is an annual compilation created after extensive research and analysis of organizations worldwide. Miller Heiman, which is part of MHI Global, was recognized for its expertise in helping customers win complex sales.

Miller Heiman is one of five award-winning brands that make up MHI Global, a leading worldwide company devoted to empowering growth through customer management excellence. The other brands include AchieveGlobal, Huthwaite, Channel Enablers and Impact Learning Systems. Together, the brands represent the largest dedicated sales-performance company in the world.

“We are honored to be recognized on the Top 20 list of world-class organizations,” said Byron Matthews, president and general manager of MHI Global. “This latest recognition underscores the hard work of all our employees, our commitment to excellence, and our laser-focus on helping our customers build high performing sales teams.” 

MHI Global provides insight, expertise and training solutions that help drive profitable sales by providing customers with management strategies, strategic analysis, decision-making tools and proprietary research focused on codifying the best practices of the world’s top sales organizations. Across its brands—including Miller Heiman—MHI Global brings best-in-class expertise and practical experience to all aspects of the selling, leadership and customer management process.

Trainingindustry.com evaluated leading companies based on the following criteria:

·         Industry recognition and impact on the sales training industry

·         Innovation in the sales training market

·         Company size and growth potential

·         Breadth of service offering

·         Strength of clients served

·         Geographic reach

Miller Heiman works with its clients collaboratively, at all levels of the business, to elevate the role, status, credibility and importance of the sales profession. A leader in sales performance, the company has shared sales insights, coaching techniques and practical, repeatable sales training with the front line for more than three decades. With more than 20,000 client engagements in 35 countries and publications in 22 languages, Miller Heiman is a renowned expert on improving the effectiveness and efficiency of sales organizations across the globe. The organization offers a number of sales training programs, including public workshops, on-site programs, Train-the-Trainer, e-learning, blended learning and provides university-level sales education.

Innovation Is More than a Buzzword

Image

Consumers Are Willing to Pay 21% More for Innovative Brands Mainland China and Hong Kong Consumers More Likely to Pay a Premium for Innovation.
The term “innovation” is so frequently used in marketing that it risks losing its value as a motivating brand attribute. Yet a new study by global communications firm Ketchum shows that innovation still has a major effect on purchase decisions, brand preference and product pricing.
The 2015 Ketchum Innovation Kernel Study, the first multi-country survey to calibrate the importance of innovation as a brand attribute, shows that 68 percent of consumers are willing to pay on average 21 percent more for a brand they consider innovative. Of the more than 4,000 working adults polled across the United States, United Kingdom, Spain, Mainland China and Hong Kong, nine in 10 also say that innovation is important to their brand preference.
“The good news is that innovation has not been reduced to a meaningless buzzword – it still has the power to influence corporate and brand reputation and even command a higher price at the checkout counter,” said Susan Butenhoff, partner and director of Ketchum’s Global Technology Practice. “But companies that want to tell their innovation story need to know that in the eyes of the consumer, innovation must be earned, not bought.”
According to the survey’s findings, influencers play an increasingly significant role in shaping perceptions of innovation. When consumers were asked where they get their trusted information about a company’s innovation, they ranked the top four sources as professional reviews (56 percent), media articles (52 percent), advice from friends and adult family members (48 percent) and social platforms (37 percent).
The term “innovation” appears frequently in taglines for companies across a wide range of industries, and in the fourth quarter of 2014 alone, more than 250 books were published on the topic of innovation.
The Innovation Valuation
Brands that communicate innovation effectively will reap rewards. More than half of respondents in every country surveyed said they were willing to pay more for a brand they consider innovative. This “Innovation Valuation” is amplified most in Mainland China, with nearly nine in 10 (89 percent) reporting they would pay more for a brand’s innovative product, followed closely by Hong Kong (80 percent). U.S. consumers were the second-lowest when it came to willingness to pay more for innovation, followed by the U.K. However, those U.S. respondents that would pay more would also be willing to pay the highest premium, at 25 percent.
Healthcare Innovation More Critical Than Computer Innovations
While some assume consumer electronics innovations capture the most consumer attention, the healthcare industry is actually rated the most important business sector for innovation among consumers in most markets, with 54 percent of those surveyed reporting innovation is “very important” in the healthcare space. The only exception is in Hong Kong and China, where consumers are most willing to pay a premium for computers and consumer electronic goods. The importance of innovation in healthcare also was the only category to intensify as consumers aged, growing 10 points from people 35 to 44 years old (54 percent) to people over 65 (64 percent) – a fitting trend among a global population that is living longer and experiencing more chronic diseases. Healthcare innovation is also more important to women (59 percent) than men (48 percent).
When those surveyed were asked to cite the most innovative companies, consumers unsurprisingly zeroed in on companies in the computer and consumer electronics sectors, but they also identified brands in the music, travel, small home appliance, sporting goods, apparel, and automotive industries.
“With the maturing of the technology market, innovation is crossing category boundaries, “said David Vindel, managing director of Ketchum’s European Technology Practice. “It is increasingly as much about enhancing lifestyle and convenience as it is about the product features and function.”
Asian Markets View Innovation Differently
Hong Kong and Mainland China stand out from the other surveyed markets in their differing views of innovation:
• While healthcare came out at the top for importance of innovation among most markets, innovation is more important in computers for Hong Kong and China
• While globally, consumers typically expect companies to innovate whenever new advancements become available (47 percent),Hong Kong consumers expect new products every year (30 percent) and upgrades every six months (28 percent)
• Eighty percent of Hong Kong consumers and 89 percent among China consumers are willing to pay more for brand innovation – which is significantly higher than consumers in the U.S., U.K. or Spain
• Trust in and use of professional reviews is notably higher in Mainland China than in other markets, with the exception of Spain, in which professional reviews also ranks high
• Social platforms are the most frequently consulted channel in Hong Kong and are used at a similar rate to professional reviews
• In Mainland China, sources of trusted information are divided nearly evenly among professional reviews, media articles, advice from friends and family, and social platforms
Five Rules for Today’s Consumer-right Innovation
Based on consumer responses, companies may need to rethink their past innovation best practices. Ketchum’s experts offered five new ways for these companies to thrive:
• Don’t rush to market. First to market is no longer the expectation; consumers prefer a pedigree of proven success.
• Innovation credibility should be earned, not bought. Educate the influencers with the most clout: product reviewers and journalists.
• Looks matter. Innovation is now as much about the design as it is the technology.
• Think big. Consumers would rather wait longer and get meaningful advances than see frequent releases of minor upgrades.
• Go beyond early adopters. Technology has become mainstream and so has the lure of innovation.

McDonald’s and Harlem’s Fashion Row Announce 2015 Lovin’ Student Fashion

Image

McDonald’s USA has joined forces with Harlem’s Fashion Row™ (HFR) to challenge college students to showcase lovin’ through fashion via the 2015 Lovin’ Student Fashion Design Competition.

One grand prize winner will receive the opportunity of a lifetime – his or her limited-edition lovin’ line of T-shirts and hooded sweatshirts will be displayed and distributed at HFR’s Shop, Brunch and Be Social event during the fall New York Fashion Week, where the winner will also attend HFR’s Fashion Show. In addition to the line being photographed by a fashion photographer, the winner will receive a one-on-one lunch and mentoring session with Bravo’s “Fashion Queens” host Bevy Smith.  

Undergraduate fashion design students attending historically black colleges and universities nationwide are encouraged to enter. Aspiring designers must submit two T-shirt sketches and two hooded sweatshirt designs that are inspired by the bright, playful colors and tone of McDonald’s new lovin’ campaign. Entries are due by Friday, April 24 at 11:59 p.m. Eastern for their chance to win.

A panel of judges, which will be comprised of HFR alumni designers, key fashion and beauty editors and McDonald’s representatives, will select five finalists. Sketches will be judged based on uniqueness of design, on-trend design, quality of designer’s submissions, including biography, and overall completed application and submission. Finalists will be notified via e-mail and unveiled on Twitter via @365Black. Final selection of the grand prize winner will be left up to the designers’ friends and followers, as all finalists must encourage their fan base to vote for their line on harlemsfashionrow.com and via Twitter and Instagram using #365LovinFashion. The line with the most votes will take home the win. The winner will receive two all-expense paid trips to New York City to participate in the photo shoot and Lunch with Bevy, as well as the HFR NYFW fashion show and event, respectively. Results will be announced via Harlem’s Fashion Row’s website and @365Black on Friday, May 15. More information about the competition can be found at harlemsfashionrow.com.

“Harlem’s Fashion Row is excited to again partner with McDonald’s to provide HBCU fashion students with this unique opportunity,” said Brandice Henderson, CEO and founder of HFR. “The look and feel of McDonald’s recent lovin’ campaign is a great inspiration for these aspiring designers, as they seek to make a positive impact on the world through fashion.”

The Lovin’ Student Fashion Design Competition, in conjunction with HFR’s initiative Harlem’s Fashion Row-University (HFR-U) kicked off today on Clark Atlanta University’s campus and was hosted by Smith.  As an extension of HFR’s popular “Conversations With…” series, Smith led an informative question and answer discussion about her journey in the world of fashion, the importance of reaching out to millennials and her passion for mentoring. Additionally, students were treated to a variety of McDonald’s favorites, including new Chicken Select Tenders, Ranch Snack Wraps, side salads and an array of Coca-Cola beverages.

This is the second consecutive year that McDonald’s USA has partnered with HFR. Not only will this year’s competition support HBCU fashion students, but McDonald’s is also extending the lovin’ to students of color nationwide through its donation to the Thurgood Marshall College Fund. The company will match proceeds raised from the Lovin’ line, up to a certain dollar amount, to help give other students an opportunity to attend, or remain, in college.

“At McDonald’s, we believe a little more lovin’ can truly change a lot,” said Kristen Wells, PR & Brand Reputation Manager, McDonald’s USA. “And, that’s why we’re pleased to expand our program with Harlem’s Fashion Row, as it allows us to an additional occasion to connect with and support college students.”

Cole Haan and BBC International Unveil Partnership to Debut Latest Innovations In Kids Footwear

Image

Cole Haan, the iconic American lifestyle and accessories brand announces its partnership with BBC International, the leading children’s and athletic footwear designer and worldwide marketer, forging a new global position in Kids Footwear.

Utilizing the same dedication and craftsmanship the brand puts forth in their existing collections, the new Cole Haan Kids Collection for girls, boys and infants is a playful collision of the brand’s traditional footwear with innovation and modern style. Akin to men and women’s footwear, the brand uses Grand.OS technology to ensure each shoe is lightweight, cushioned and flexible, and includes carefully crafted durable leathers and breathable materials for maximum comfort.

Founded in 1975 and now successfully servicing all levels of quality fashion and distribution from department stores to mass market, BBC International is a leader in the kid’s footwear marketplace with its creative design and advanced technology. The firm has secured various long-term, internationally recognized children’s licenses with a variety of premium fashion and entertainment brands.

The Cole Haan Kids Spring 2015 Collection is the debut of the partnership, and includes styles inspired by various classic Cole Haan silhouettes. The assortment will include Pinch Weekenders, Drivers and Sneakers that are offered in an array of vibrant, fun, kid-friendly colors.

The Spring Collection is available on Colehaan.com and in stores in the United States and Japan. Cole Haan will continue to introduce the Cole Haan Kids collection in international markets such as China, Korea, SE Asia, Mexico and Latin America.

Forging Deep Market Research Insights to Grow the Business

Image

Internal customers within biopharmaceutical companies clamor for deeper market research insights that will help them to grow the business. As the docket of requests for tracking research simultaneously continues to grow, leaders must learn to manage these demands, or risk their brands losing step in fast-changing markets.

According to recent research by benchmarking firm, Best Practices, LLC, benchmark partners signaled that ad-hoc requests from internal customers are not going down in the near future. In fact, nearly 50% of participants expect increases in market-reacting requests in the next year. Clearly, it is essential for Market Research groups to learn how to better manage this customer need.

The related report, “Forging Deep Insights to Grow the Business: How Market Research Organizations Optimize the Mix of Tracking Research and Insight-Oriented Research,” provides leaders with insights into the practices, mix, staffing, activity levels and training requirements needed for Market Research to consistently provide valuable, forward-looking insights into the business.

Key study topics include:

·         Ideal mix of tracking vs. insight research

·         Overall relative impact of tracking and insight research projects

·         Impact of projects based on lifecycle stage of product

·         Improving the impact of both tracking and insight research projects

·         Removing redundancy of projects across brands/therapeutic areas

·         Allocation of budget and staffing resources for different types of projects

·         Managing and prioritizing ad-hoc vs. planned research assignments

·         Winning trust and credibility internally

·         Training for successful communication and implementation of insight

This benchmarking research drew participation from fourteen global pharmaceutical and medical device companies. Data was normalized throughout the study to account for the size of division or business unit the participant represented.

ON24 and Marketo Show Marketers How to Increase Lead Quality and Quantity

Image

ON24, the global leader in webinar marketing solutions that drive demand generation and customer engagement, today announced “How to Use ON24 and Marketo to Increase Your Lead Quality and Quantity,” an upcoming Marketo Launchpoint webinar. Scheduled for March 25 at 10:00 a.m. PT, this hour-long webcast will show marketers how to improve lead quality by integrating ON24’s webinar marketing platform with Marketo and provide practical examples from Dropbox about putting this integration into action.

According to research from ON24 and Marketo, companies using marketing automation generate 53 percent more qualified leads than their competitors, and the average live webinar attracts more than 320 attendees. And, while web-browsing visitors spend only an average of 2.5 minutes on a company website, audiences spend an average of 56 minutes attending a live webinar.  Therefore, the business imperative for marketers is to leverage the high engagement and interactivity that webcasts deliver, as well as to rapidly identify, market to, and convert sales-ready leads with marketing automation platforms like Marketo.

ON24’s Tom Masotto, vice president of business development, will show the audience how to:

·         Identify the most engaged webinar attendees

·         Use ON24 and Marketo to improve lead quality and quantity

·         Increase the ROI of webinar programs

Erin Blaze, senior webinar marketing specialist for Marketo, will present actionable tips and best practices for integrating webcasts and marketing automation solutions, and Annie Carruth, marketing operations manager from Dropbox, will explain how Dropbox is using ON24 and Marketo to generate a higher number of qualified leads from its webinar programs.

“We’re excited about this webinar with Marketo and Dropbox, because driving leads, value and ROI from webcasts is what we’re all about,” commented Masotto. “Not only will this event offer tips for making the most of ON24’s integration with Marketo, but it will also provide some real-world, in-the-trenches advice and best practices to help achieve better business results.”

Global Mobile Satellite Services Market Set to Grow at USD3.2 Billion Through 2020

Image

Growing need for vessel tracking and navigation, and geopolitical conflicts to stimulate the demand for mobile satellite services (MSS) globally through 2020.

According to the recently published report by TechSci Research “Global Mobile Satellite Services Market Forecast & Opportunities, 2020”, the global mobile satellite services market is projected to register revenues worth over USD3.2 billion through 2020. The demand for mobile satellite services (MSS) grew at a considerable pace over the past few years due to geo-political conflicts in Asia and North Africa. Rise in maritime communication within the global shipping industry and continuous oil and gas exploration and mining activities in remote catalyzed the growth of mobile satellite services across the globe. Worldwide government agencies contributed a significant share in revenues coming from mobile satellite communication industry in 2014.

Being a niche market, a handful of players such as Inmarsat, Iridium, EchoStar, ORBCOMM, Globalstar, etc. marked their presence in the industry globally. Developed countries of North America and Europe remained the major revenue generating market for these services. Growing demand for data and voice services across various end user segments, primarily maritime and aviation segments continued to offer growth opportunities in the market. The report reveals that maritime industry is set to continue dominating the market with a stronger foothold in mobile satellite services globally despite miniscule decline in its share through the forecast period.

“A series of passenger aircraft mishaps that occurred in 2014 such as MH 370 and QZ8501 are have induced the need of more robust mobile satellite communication services in the aviation sector. This indicates a huge growth potential for mobile satellite service providers to tap growth in this sector besides maritime sector,” said Mr. Karan Chechi, Research Director with TechSci Research, a global management consulting firm. “The expectation of passengers on the board for in-flight connectivity, live videos, social media access etc., also offers an opportunity for mobile satellite service providers to maximize their revenues from the aviation industry”, added Mr. Chechi.
“Global Mobile Satellite Services Market Forecast & Opportunities, 2020” has evaluated the future growth potential of mobile satellite services across the globe and provides statistics and information on market structure, size, trends, etc. The report includes mobile satellite service market projections and demand forecasting. The report is intended to provide cutting-edge market intelligence and help decision makers take sound investment decision. Besides, the report also identifies and analyzes the emerging trends along with essential drivers, challenges and opportunities prevailing in mobile satellite service market.

Major Museums and Arts Organisations to Partner With TES to Transform the Use of Cultural Resources in Education

Image

TES, the largest network of teachers in the world, is launching a project to help transform the education landscape by giving teachers unprecedented access to the world’s very best cultural and online teaching resources.

TES is joining forces with Ed Vaizey, Minister of Culture and the Digital Economy, together with the British Museum, the V&A, the Royal Shakespeare Company and Arts Council England to help put the arts at the heart of the classroom and also support the teaching of the core curriculum with a variety of world-class cultural and digital materials.

Research has shown that the study of the arts and humanities boosts broader academic achievement whilst at the same time enhancing positive civic values.*

The pilot has the potential to make a significant impact on the status of cultural education in the classroom by placing a wealth of digitised materials into the hands of teachers everywhere.

The partners have made a strategic commitment to work together from June to ensure that hundreds of thousands of images, videos, classroom resources, artist and maker’s guides, archive film clips and celebrity interviews, professional development materials and lesson packs will be accessible through the TES Resources platform, the largest, busiest and fastest growing online classroom resource bank in the world. Over 1 million free and paid resources are currently downloaded from the platform by teachers on any given day.

Lord Puttnam, champion of the project, and Chair of TES’s cross-party Advisory Board said: “At TES we believe that teachers are, and always have been the real experts in education. By placing this treasure trove of rich materials directly into the hands of the teaching community we can inspire successive generations of students, hopefully reversing an overall decline in the study, and therefore the impact of the arts.”

Minister of Culture and the Digital Economy, Ed Vaizey said: “This campaign has phenomenal potential and lies at the core of our vision for the future of cultural education. It is driven by the needs of teachers who are increasingly using digital resources in the classroom alongside textbooks. The project will allow cultural partners to significantly extend their reach both nationally and internationally, as well as assess the impact of their work with young people.”

About the project 

The pilot will go beyond the hosting of existing and new materials on the TES platform, focusing on increasing the quality and usefulness of cultural resources in schools. It will look at ways of curating bundles of resources around subject specialisms, for example Shakespeare, and testing directly the impact they make in the classroom through data and dialogue with teachers.

Each participating organisation will be focusing on a key area. The British Museum has an acclaimed object-based approach to teaching and learning and focuses on history from many perspectives; the Royal Shakespeare Company excels in theatre and performance-based explorations of Shakespeare texts and has highly regarded professional development resources for teachers; and the V&A specialises in art, design and many aspects of technology, with materials that act as ‘rocket fuel’ for illustrating creative processes and practice.

Neil MacGregor, Director of the British Musuem said, “The British Museum is committed to showing how object based learning can bring history to life, as we have recently demonstrated in the ‘Teaching History with 100 Objects’ project supported by the Department for Education. Our 100 resources which are based on fascinating objects from 40 museums across the UK will now be able to be part of TES Global in this extremely exciting new pilot project, as we seek to make a reality of our ambition to engage all children with museum objects which tell both local and global stories.”

School Reform Minister Nick Gibb said: “Equipping young people with a core knowledge of our nation’s past is an essential part of preparing them for life in modern Britain, and that is exactly what our reformed history curriculum is doing. The Teaching History with 100 Objects, developed by the British Museum brings the wonders of our past into the classroom and is an outstanding resource which can only help to deepen that knowledge. I am delighted that museum collections will be included in this cultural resources project.”   

Catherine Mallyon, Executive Director and Gregory Doran, Artistic Director, Royal Shakespeare Company, said: “Enabling greater access to our work for more teachers across the UK and around the world is hugely important to us. We know that Shakespeare has a very special place in the lives of young people not just in this country but in territories all over the world; our research with the British Council suggests that 50% of school children in the world study Shakespeare in any given year. TES is already a vital distribution channel for our resources and we are looking forward to growing the range of materials available to teachers and students as well as deepening our online engagement with them.” 

Martin Roth, Director of the V&A said: “It is so important that every child is taught the basics of design and making. Technical skills and knowledge of the designs of the past are fundamental in understanding how to turn wonderful ideas into reality. Design greats, like the late Alexander McQueen whose retrospective we have just opened at the V&A, spent long hours absorbed in the riches of the V&A’s collections and combined this with a complete mastery of his craft, learning his legendary tailoring skills in Savile Row. Britain’s creative industries are world class but in order to maintain that position we need to foster and support the next generation of designers and makers. The V&A is the nation’s resource for art and design, founded to inspire creativity and that is why we are so pleased to be part of TES’s pilot project to help and encourage cultural education in the classrooms and further extend our reach to TES’s vast network of teachers.”

ACE, together with two of its Bridge organisations (Artswork and CapeUK), will seek to test Ways in which the TES cultural partnership can be used to increase the impact and reach of its work.  

Peter Bazalgette, Chair, Arts Council England said: “A strong cultural education is fundamental to supporting creativity, innovation and free-thinking and is the incubator not just for great minds but is central to our thriving creative industries.  This pilot, from such a well-trusted source as TES, is an exciting step-change in how teachers might access some of the wealth of resources that are on offer; from some of the country’s most inspirational arts and cultural organisations.”

The pilot is being co-ordinated by project leader Alison Cole.

DHL Puts Spotlight on Trade and Worldwide Prosperity

Image

DHL, the world´s leading logistics provider, today launched its new brand campaign with the tagline “The Power of Global Trade.” The campaign’s guiding theme is the deep connection between trade and logistics and the impact it has in improving people´s lives. The concept comprises print ads, advertisements in online and Out-of-Home media, as well as TV spots and Social Media measures. Along with a Group-wide internal brand campaign “Connecting people. Improving lives,” this new emotional positioning of the DHL brand becomes a truly integrated 360-degree approach.

“We want to emotionalize the brand DHL more strongly to differentiate us from our competitors”

The new campaign underscores the influence of global trade on people’s well-being and the important role DHL plays within this area. “We want to emotionalize the brand DHL more strongly to differentiate us from our competitors,” explains Christof Ehrhart, Executive Vice President, Corporate Communications and Responsibility at Deutsche Post DHL Group. “Global trade is the engine that drives economic growth as well as individual prosperity across all continents on the planet. The campaign shows DHL as a responsible logistics provider which connects people and improves their lives. By telling the story that global trade makes the world a better place, we build a strong and optimistic platform for the value logistics brings to society.”

The new ad campaign includes two emotional TV spots, in which DHL and global trade are showcased as enablers of education in Africa and medical care in South America. Additionally, a short film featuring DHL employees from Namibia and Chile is available online. Creative agency 180 Amsterdam commissioned the multi-award winning director Frederic Planchon to shoot the spots. The integrated campaign also includes online advertising, print ads in selected business publications and Out-of-Home advertising.

Media agency MEC will support DHL with a two-fold media strategy: TV spots and print ads will run on media with pan-global reach as well as on national level in six defined core markets, including China, Germany, India, Mexico, UK, and the U.S.

The campaign is also supported by Deutsche Post DHL Group CEO Frank Appel. In collaboration with the English-language broadcast channel, “Deutsche Welle,” he participated in a talk show where he discussed the opportunities and risks of global trade. He shared his insights on how global trade helps build prosperity for individuals, businesses and countries. Further activities with a similar scope are planned for the remainder of the year.

Survey: One-Third of Lawyers Expect to Increase Hiring of Entry-Level Associates

Image

The job market for newly minted associates is showing signs of improvement. Nearly one-third (32 percent) of lawyers recently interviewed for a Robert Half Legal survey said their law firm or company plans to increase its hiring of entry-level associates in the next 12 months. Five percent of lawyers said they expect to decrease hiring while60 percent anticipate no change in hiring activity.

While job responsibilities may vary, certain skills are deemed essential for new associates. Nearly half (48 percent) of lawyers surveyed said analytical or critical thinking abilities are the most important skills for entry-level lawyers to possess, aside from legal knowledge. Interpersonal skills ranked second, with 32 percent of the survey response.

The survey was developed by Robert Half Legal, a legal staffing and consulting services firm specializing in lawyers, paralegals and other highly skilled legal professionals. It was conducted by an independent research firm and is based on 350 telephone interviews with lawyers in the United States and Canada: 175 of the respondents are employed at law firms with 20 or more employees and 175 are employed at companies with 1,000 or more employees. All of the respondents have hiring authority within their organizations.

“As the economy gains strength, law firms and corporate legal departments are expanding their teams to pursue new business opportunities,” said Charles Volkert, executive director of Robert Half Legal. “While the legal job market has yet to return to pre-recession levels, hiring prospects for new lawyers are improving as employers recruit first-year and summer associates to support busy practice groups.” 

To enhance their marketability, job seekers need to highlight in-demand skills, such as critical thinking, problem solving and team collaboration, on their resumes and during interviews, Volkert added. “Pursuing additional training or enrolling in continuing legal education programs can help early-career professionals gain expertise in these areas and excel in today’s competitive environment,” he said.

American Bar Association Releases Encryption Made Simple For Lawyers

Image

The American Bar Association (ABA) has recently released Encryption Made Simple for Lawyers by Sharon D. Nelson, Esq., and John W. Simek, President and Vice President of Sensei Enterprises, Inc., and David G. Ries of Clark Hill PLC.

Increasingly, lawyers are using encryption to protect data – some because clients are demanding that data be encrypted. Topics in the book include:

·         The basics and history of encryption

·         The ethics of encrypting confidential information

·         A layman’s view of encrypting technology

·         Easy to use options for encrypting data on devices like laptops, tablets, and smartphones

·         Encrypting data on the go (including wireless and cloud technologies)

·         Predictions for the future evolution of encryption

Co-author Sharon Nelson notes: “Five years ago, encryption was actually a pain to use. To the delight of lawyers, that has changed. If they can click on an ‘Encrypt and Send’ button in Outlook, they can encrypt their e-mail and attachments. They don’t need to understand a darn thing about the mathematics behind encryption. Given the ongoing threats to client data, encryption is a no-brainer today. We teach a seminar called ‘Encryption: Its Time Has Come’ – and even lawyers slow to adopt technology are fairly rapidly adopting encryption – no doubt motivated in part by clients who tell them that encryption is a requirement.  Given the choice of losing clients or embracing encryption, the choice is clear.”