5 ways to reduce your artwork costs:
In 2012, would you like to achieve:
Better brand consistency?
Quicker artwork approvals?
Lower design, artwork & repro costs?
Design, artwork and origination costs can be a significant drain on a marketing
budget, and because they are a necessary part of the product development process, this
spend tends to be prioritised ahead of consumer communication activities.
In many businesses, spend is not challenged as vigorously as in other areas, partly due to:
A lack of knowledge of how the process works
Marketers protectiveness of their agencies
Each agency protecting its own turf
A lack of clear accountability through the process
The good news is that the world is moving on and this gives manufacturers the opportunity to
achieve quicker approvals and better printing results whilst unlocking savings to increase
media spend budgets.
The European market is showing how things are changing:
Design agencies are trying to hang on to artwork production
Printers are trying to maintain control of the printing process and specific relationships
with plate makers and repro companies
Improved technology is driving down the real cost of print preparation and production
costs every year
To grow their businesses, traditional repro companies are reinventing themselves as
Print Management Agencies (PMAs)
Everyone is moving upstream:
- Design agencies are taking more of the idea generation /strategy setting business
- PMAs are moving into design and artwork production
BUT..smart brand owners are forging relationships with PMAs to sit in the middle of
the process, driving clear accountability, adherence to brand standards and lower
When you set about developing new artwork for your activities, here are 5 things to consider:
1) Formalise the process for collecting accurate pack copy information. Make sure that
pack copy is developed and written down in an approved packaging manuscript: using
live artwork as a basis for checking pack copy is an expensive alternative
2) Appoint a Print Management Agency to assess whether the right agencies are
performing the right roles in your artwork origination process
3) Install an electronic artwork approval process (a good PMA will install one at minimal
cost): they formalise responses, allow remote access, speed up approval times and
reduce artwork rework
4) Determine which print jobs need creative input and which are less complex: does a
range extension need to be handled by the design agency, or can the PMA adapt the
pack art by tweaking existing artwork?
5) Stop your marketers from attending print runs: their expertise is marketing, not print
evaluation. A good PMA will attend first print runs on your behalf and guarantee the
Depending on how efficient your process is today, these five tips could save 15% to 50% of
your annual packaging origination bill.
At Temple Grey, we have experience of running this process in food businesses across Europe
and weve achieved significant savings and process improvements. We are also able to draw
on latest trend information from leading PMAs in the European market.
If you would like us to review your packaging origination and print process, please give us a
+64 22 120 4671
+64 21 998 975