I’m not young enough to know everything.
- J.M. Barrie Every year art colleges all over
Europe will release yet more batches of design
graduates, all of them trained to manipulate
the latest computer programs, all web savvy
and most with some degree of talent. But as
we all know only a few will be talented, or
lucky, enough to get through to the design
profession. Even those who do, will be whittled
down to just a few as the years progress. It’s
a shame really, because it’s not that these young people can’t
design - or press the computer keys fast enough - or up load
a site to the web in the correct way. No, the problem is one
of creativity. Some will find it just too difficult to maintain the
consistent high degree of creativity needed throughout their
Even if you are on the right track, you will get run over if you
just stand there. - Will Rogers I believe, creativity is, in the
end, a state of mind, I’m not sure if it can even be taught, (sorry
to disagree Mr De Bono), I think you either ARE creative or your
not. By creative, I don’t just mean that someone can come up
with ideas, to be creative you must have so many ideas that you
can’t stop yourself, a creative person doesn’t look for permission
or feel the need to compare with others, a creative person
just does it, because….well, because they feel it’s right.
Whether you believe you can, or whether you believe you
can’t, you’re absolutely right. - Henry Ford Today, more than
ever before, we find ourselves in the ‘creative profession’. I say,
‘more than ever before’, because today ‘creative’ studios need
to be just that, ‘Creative Studios’. Gone forever are the days
where clients worked with studios to establish the creative idea
and then continue through with all the implementation and
artwork stages. Implementation and artwork can be, and is,
dissected and calculated to the nearest cent and clients now
employ studios that do nothing else… and do it at a really cheap
rate too. For those of us who remain in the ‘creative’ field, this
means real pressure to continue to come up with cracking ideas
that capture the imagination and maintain excitement around
our clients’ brands. That’s all we do now, so we HAVE to be good
at it or….. well there is no ‘or’.
It is not enough to have a good mind, the main thing is to use it
well - Rene Descartes But there is some good news: Because
when you look around most products and services are more or
less the same, a bank’s a bank like any other, an orange juice is
President Pineapple Design
an orange juice, an electric iron is just like any other too, once
you’ve seen one you’ve seen them all. So, if brands and services
want to express their image in a different way, then the ONLY
way left is to invest in creativity and design. In the end, creativity
and design is the only real difference, because in most cases
it’s only creativity and design that leads consumers to perceive
a product as unique.
So it falls to us, ‘the creative profession’ to be able to continually
come up with new ideas and we need to do it day after
day? Which begs the question, how can we keep ourselves
No matter how old you get, if you can keep the desire
to be creative, you’re keeping the man-child alive - John
Cassavetes As I said creativity is a state of mind. Creativity
is about being inquisitive, about wanting to know everything.
It’s about diversity, doing things that stimulate your mind. For
example, when I was at college I imagined myself with a big
barrel full of ideas that I had filled up during my education
and from all the influences around me. Then, when I got my
first job, I very quickly realised that I was using up this store
of ideas - trying to impress my bosses by supposedly being the
young ‘creative genius’. I soon realised that if I was to last in
the profession, I would have to find a way to constantly re-fill
my barrel on a daily basis.
When you come to a roadblock, take a detour - Mary Kay Ash
Everybody will have their own method of ‘filling their barrel’, but
I do this by constantly exposing myself to new ideas. By taking
chances and doing things that are risky, ‘off the wall’ and which
perhaps at first don’t seem to have any real benefit, but on the
way, ….because the journey is always more interesting than
the destination….I see, I enjoy, I experience and I absorb….then
suddenly, plop! ….the experience is dropped into my barrel for
later use. It may all sound a little mad, but then I’ve been doing
this for 35 years now and it still seems to be working!
A person needs a little madness, or else they never dare cut
the rope and be free - Nikos Kazantzakis
Rowland Heming is President Pineapple Design – Belgium and
one of the founders and a Past Presidents of the PDA–EUROPE
– Rowland also runs design workshops – writes articles on
design and creativity - paints portraits in pastel – plays guitar
in a bar each weekend – writes his own songs – plays piano - is
a member of the Lions Club – lives in the deep countryside and
therefore is obliged into bio gardening by his wife who is also a
designer/painter – has a daughter who has just graduated as an
illustrator – has a son who is a DJ and art student…..
illustrations by Tom Plant
For the first time at one of our congresses
we introduced in Graz a visit to a packaging
related company. In the beautiful countryside
Steiermark, where the damage of the recent
high water was visible, we went to the Glashütte
and the Glass factory of Stölzle-Oberglas.
In the Glashütte we saw the production of glass like household
items, lamps and vases. Austrian craftsmen created these
productions or pieces of art by working hard with their hands,
mouth and the strength of their lungs.
A short exhibition explained the history and the production and
also made clear why the glass had been produced since so many
years in this specific region. In the area close to the Glashütte
there were Lipizaner are also horses born and trained.
From here we went on
to visit the glass factory
Glashütte was relative
calm but here the factory
was full of noise. The guide
had to explain everything
before the visit, because
in the factory you could
not hear him anymore. It
was amazing to see how
little bottles were made
from basic materials like
energy, recycled glass and
create well-known and
less known glass containers,
for example the
famous Underberg bottle
is produced in this plant
in large quantities, as
well as many other beautiful
big or small bottles.
A specialisation is the
production of medicine
bottles and ampoules for
which they use a special
clean room. Quality control
dominates the whole
process. It was really an
eye-opener to become
aware of the world behind
the glass we are accustomed
to use in our daily
A warm thank you has to be addressed to the staff of Stölzle-
Oberglas for the kind reception and clear explanation.
Co-President of the PDA Europe
Dear fellow members, dear friends,
It is a pleasure for me, after nearly two years of
valuable experience at ex com, to serve alongside
Rob Vermeulen as President of our Association.
I should like to thank the PDA for this splendid
opportunity and I shall endeavour to fulfil this
important task to the best of my ability and in line
with the Association’s principles and the expectations
of the members.
Some of you probably don’t know me personally, which is why I
thought it best to introduce myself via our newsletter. I should like
to share some aspects of our current situation with you, talk about
the future activities of the PDA and invite you to participate in an
open debate, with a view to getting all our members more actively
involved in the life of the Association.
I am firmly convinced that a sense of belonging and the full participation
of members and sponsors are two defining features of our
Association, which need to be carefully nurtured. Above all we need
to know exactly what your expectations of the PDA are in order to
be able to meet them fully (both through the PDA Congresses and
through our activities during the year). With this in mind I invite you
to get in touch with me and Rob directly; and I take this opportunity
of pointing out that we are in the process of setting up a “Member
Care” service. This is a new and important initiative for the PDA, and
an early indication of the Association’s determination to get closer
to the membership.
I mentioned the PDA Congresses, and I am in no doubt at all that
these events form a vital and fundamental part of the Association’s
activities. They are the best way for the Association to achieve its
goals of promoting international dialogue and propagating the kind
of inspirational culture that allows professionals to work more
effectively. The Congresses need to deliver concrete benefits for
members, which then become a de facto argument for PDA membership;
on the strength of this we plan to invest time and resources
in making these events even better and even more attractive in
terms of their theme, content and location – without of course sacrificing
their legendary intimate character, which has always been
a feature of PDA Congresses and one of the things that has always
made them really special. And a very special Congress is just
around the corner in spring 2006, taking place in one of the fastestgrowing
Italian cities and the venue for the 2006 Winter Olympics
– TURIN. I should like to ask as many of you as possible to attend.
The spring Congress promises to be an unforgettable Italian
tasting experience! (… more than that I cannot say at present,
apart from the fact that I shall be personally involved with the
organization, along with colleagues from RBA Design; we will be
assisted by JJ Schaffner, who is responsible for organizing the
Congress, and who brings ten years’ experience to the task).
However, the life of the PDA is not limited to the two annual
get-togethers. It is evolving constantly throughout the year, with
a whole series of activities of an increasingly practical nature.
These are aimed at helping our members in their day-to-day
professional life with the aid of instruments and knowledge made
available by our sponsors and members.
One example is the Innovation Tool on the PDA website, a special
area reserved for members and sponsors, which includes a large
gallery with examples of work from the packaging sector design
and materials) and a technical forum. Now in the course of preparation,
it will be completed and up and running by the end of the
year – with your contribution also featured. We should like the
web page to become a virtual marketplace for the world of brand
design, which functions as a source of creative inspiration and a
fount of knowledge – all of which is possible as long as enough of
us take part.
“Originality is nothing but judicious imitation.”
The “Packaging Innovation Tool” is just one example of a series of
concrete initiatives that we are developing with the ex com membership.
These are currently at various stages of development, but
all of them testify to our enthusiastic desire to advance the project
of a stronger, more compact PDA with a growing membership.
Co-President of the PDA Europe
Graphèmes, created in 1988
is an independent agency
located in Lille.
We are specialised in graphic
design (packaging & corporate
The agency consists of 20
The offices are installed in
a building from the 17th century, in the old town which also
accomodates EXPOGRAPHIC, a permanent exhibition devoted
to graphic design.
The mission of the agency is to introduce our profession to the
general public and help them share our passion.
We decided to join the PDA as our desire is to situate our
agency in the international arena (many of our customers are
present on the international market), also we wish to accompany
them in their ambitions in the best way possible.
Finally, we wish to discover other horizons on both the cultural
and professional level, building our capacity to help our clients
be more profitable.
In October we were in Sweden within the framework of ‘The
Design Year’. During our visit, we met an agency in Stockholm
and started an exchange with them. We hope this too will prove
to be enriching for us and our customers.
For all these reasons we have joined the PDA.
The PDA is represented in countries all over the world.
BELGIUM • CROATIA • DENMARK • FRANCE • GERMANY •-GREAT BRITAIN • HUNGARY • ITALY • JAPAN
NETHERLANDS • NORWAY • POLAND • RUSSIA • SPAIN • SWEDEN • SWITZERLAND • UKRAINE • USA
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Being an account manager means having to
deal with a huge amount of typical agency
work – preparing estimates, planning meetings,
organizing presentations, etc.
So for me Graz was a welcome opportunity to
Although I had heard about the PDA during
my last two years with RBA, the 31st Congress
was my first opportunity for direct contact with
the Association – a contact that I found both
very interesting and very exciting.
To compare oneself with the most prestigious European and
overseas agencies, to discuss one’s professional experiences,
areas of expertise and views and to receive input and ideas
from allied or complementary sectors – these are some of the
key benefits of PDA membership. The PDA serves as a kind of
vantage point, from which one can get a good overview of the
international design world.
And from this vantage point we can look out across and beyond
national and cultural frontiers and see ourselves as members
of a community, whose identity, values and professionalism can
and must make themselves increasingly felt on the international
As a “new entry” in Graz I became acutely aware of the sense of
common purpose that unites a group of persons who are bound
together not just by a common profession or social objective,
but above all by a shared language, a shared sensibility and a
So I like to think of the PDA as the “Passion for Design
Association” and I hope that every delegate at the Graz Congress
has taken this warmth, these values and this message home
with him and propagated them in his own land – despite the
stresses of everyday agency life.
It is in this spirit that I should like to assist with the organization
of the 32nd PDA Congress, working alongside the Italian director
of RBA in the person of Fabrizio Bernasconi.
To renew the sense of belonging and shared motivation; to
propose stimulating and innovative subjects for discussion; to
offer a valuable cultural and emotional experience – these are
the aims that Fabrizio and Rob have set themselves for the next
Congress. I am honoured to receive the “flame” from Graz – to
employ an Olympic metaphor here – and to carry it forward to the
next venue in 2006.
Alessandra Baicchi, 31 years old, with a university degree
in communication sciences, has worked since 1999 as an
account manager in the field of branding, packaging design
and BTL activities. She joined RBA two years ago, where she
has specialized in mass-market consumer goods, and now
works for major international brands. She also assists the
management with internal agency projects and with international
contacts in connection with PDA.
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Design Service Center
“Merck brings effects to the design of
Upon now, Merck Effect Pigments have the opportunity to help you and
your customers with the implementation of effect pigments already in
the layout stage of a new project. We are now able to transform original
layout datas and add effect layers directly to the layouts. This means,
we can show customers and partners in the industry our experience
making suggestions of effective use of refinement to the prints. On
demand we can provide a physical sample of our proposals in form of
an analogue cromalin.
& HP come together to unleash the potential of digital printing
To the delight of brand owners and designers worldwide,
ExxonMobil Chemical and digital printing giant HP are infusing
the packaging workflow with one of the most desired
elements in business - extra time.
Recognizing that a brand owner and a packaging designer
can create an all digital flexible packaging workflow by
combining ExxonMobil and HP technologies, the companies
decided to jointly promote their capabilities in the flexible
“The union of digital printing and flexible packaging enables
a faster time to market for packaged consumer goods,” says
Massimo Ferrari, ExxonMobil’s Director of New Business
Development in Europe.
“By combining HP and ExxonMobil technologies, customers
can grow revenues by improving packaging cycle times
over conventional processes and eliminating waste linked to
the packaging design process.”
HP has been at the forefront of the development of digital
printing and proofing technologies for packaging, as well
as non-packaging applications. HP Indigo digital presses
allow brand owners to turn a design into printed packaging
in a matter of hours with opportunities for mass product
customisation, a perfect recipe for new product launches and
During the design phase, the HP Designjet family of large for-
How does this work?
The first and most challenging point is, that you use our expertise and
send us a promising project. Then we give the input how to enhance the
layout with effect colors.
For further information or details regarding this, please contact:
MERCK KGaA Pigments/Marketing Printing Industries
Frankfurter Strasse 250,
64271 Darmstadt, Germany
mat printers, in conjunction with ExxonMobil’s PacVantageTM,
can accelerate design acceptance and reduce proofing cycles
through accurate emulation of the final printed piece.
In addition to being able to quickly print the packaging, digital
printing allows for shorter runs, which eliminates waste and
the need for storing unnecessary packaging, while freeing up
conventional printing equipment for longer run jobs.
While HP is heavily involved with the proofing and output
portion of the packaging workflow, ExxonMobil’s PacVantage
integrates all players in the packaging chain, a feat that would
be impossible for one company alone.
PacVantage was demonstrated at Interpack in April with HP
technologies including a HP Indigo press WS4050, an HP
Designjet 90 and 130 for printing and proofing, as well as a
Bosch Terra 25 VFFS packaging machine. The demonstration
clearly showed how HP technologies and PacVantage can
enhance the role of packaging as a brand communication
channel. “Merck brings effects to the design of your projects”
“Visitors to Interpack viewed ExxonMobil’s and HP’s shared
vision for the future of digital printing in flexible packaging,”
“This collaboration reflects the commitment of ExxonMobil
and HP to help customers increase efficiency in printing and
phone: + 49 (0) 2102-102 99 40
fax: + 49 (0) 2102-102 99 41
mobile phone: + 49 (0) 151-16 23 12 50
e-mail: firstname.lastname@example.org • internet: www.pda-europe.com
• Executive Committee - INNER CIRCLE :
Co-President PDA Rob Vermeulen Netherlands
Co-President PDA Fabrizio Bernasconi Italy
Treasurer Hartmut Bandke Germany
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• Executive Committee - OUTER CIRCLE :
Congress Organisation Jean Jacques Schaffner Switzerland
Education/Student's Care Fabrice Peltier
New Member Frank Swolfs Netherlands
Congress Support Oleg Beriev Russia
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