Interview with: Jonathan Milner, Co-Founder, Aire Adaptical Design Ltd

1. Interview with: Jonathan Milner,
Co-Founder, Aire Adaptical Design
Ltd
“FMCG companies can make their
budgets go further if they streamline
the design-to-print process with a three-
tier agency model,” recommends
Jonathan Milner, Co-Founder, Aire
Adaptical Design Ltd. Aire adapts
brand design intent across key brand
touch-points, whilst ensuring that
designs are crafted and consistent,
allowing consumers to enjoy the best
brand experience, he adds.
Aire Adaptical Design Ltd is a sponsor at
the marcus evans EuroPack Summit
2017, in Montreux, Switzerland, 18 - 19
September.
What is the “three-tiered agency
approach”?
Getting your design to market is hard
work. It is slow, disjointed, expensive,
and full of compromise. The traditional,
two-tier agency model has an inherent
problem; strategic creative agencies
and production agencies do not speak
the same language. As a result, the
process lacks efficiency and effective
design translation.
That is where we come in. We bridge
the gap, seamlessly adapting the design
vision through to production.
FMCG companies like Kellogg’s and
Quorn see this as a way to accelerate
speed to market, increase brand
consistency and save money. The
strategic agency still comes up with the
big idea, but it hands it over much
sooner. It gives the brand guidelines to
the tier-two agency, which then creates
the master design templates, allowing
the design to be implemented across
different variants, sizes, markets and so
on. The tier-two agency then passes it
over to production who create the final
technical artwork with barcodes, codes,
ingredients and nutritional information,
in addition to full print-ready colour
separation. That is the three-tiered
agency approach.
Adaptical design is an enhancement of
tier-two – we employ people who have
strategic design understanding, so we
can pull from the tier-one strategic
design space into the tier-two design
space. In addition, we employ packag-
ing and print technical people who
understand production artwork to help
us push into the tier-three space too,
further adding to the seamless efficien-
cies.
What opportunities does this mean?
It allows marketing and packaging
budgets to go further. Briefing a
strategic agency to undertake tier-two
design can be expensive and time
consuming – brand owners can save a
lot of money and use that budget
elsewhere.
Brand owners can be confused about
how adding an extra tier can speed up
the process. But it’s actually not that
more complicated than introducing an
additional agency to a roster and
slightly tweaking where the stage gates
exist in the process. Brand owners gain
more power to deliver more value for
their brands. Their designs are signed
off much quicker, enabling their prod-
ucts to be in market faster, generating
more sales. Design, consistency and
brand integrity is never compromised.
The three-tiered model is actually much
simpler when viewing the overall design-
to-print-process and streamlines it with
exceptional levels of efficiency.
What is critical for seamless brand
consistency and quality across all
media channels and markets?
Using the right agencies for the right job
is essential. Only recently have special-
ised agencies such as Aire emerged to
help bridge the strategic design and
production processes.
Brand owners
can save
double digit
percentages
within the
marketing
spend for their
packaging
How to Simplify the Design-to-Print
Process and Stretch Budgets Further

2. The marcus evans Summits
group delivers peer-to-peer
information on strategic matters,
p r o f e s s i o n a l t r e n d s a n d
breakthrough innovations.
Please note that the Summit is a
closed business event and the
number of participants strictly
limited.
About the EuroPack Summit 2017
The EuroPack Summit is a premium forum bringing elite buyers and sellers
together. The Summit offers FMCG packaging executives and suppliers and solution
providers an intimate environment for a focused discussion on how to win the battle
for market and mind share through packaging. Taking place at Fairmont Le
Montreux Palace, Montreux, Switzerland, 18 - 19 September, the Summit includes
presentations on enhancing the environmental performance of packaging systems,
executing sustainable initiatives, managing changing regulatory requirements,
exploring smart pack technologies, and creating brand messaging consistency.
www.europacksummit.com
About Aire Adaptical Design Ltd
Aire was founded in 2015 in England, by experienced packaging design professionals, to focus purely on the tier-two space - often
referred to as the ‘sweet-spot’ within the design-to-print process.
Clients including Kellogg’s, Quorn and Unilever experience outstanding levels of design craft, combined with superior levels of client
service. Hard benefits include significantly reduced overall design spend and shortened lead-times in the design process.
http://aire.design
About marcus evans Summits
marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss
strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to
individually tailor their schedules of keynote presentations, case studies, roundtables and one-to-one business meetings.
For more information, please visit: www.marcusevans.com
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http://events.marcusevans-events.com/europack2017-jonathan-milner
Contact
Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division
Tel: + 357 22 849 313
Email: press@marcusevanscy.com
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