Executive Creative Director Position

Thu, 01 Jul 2010 15:12:28 -0400

NOW HIRING!

Brief Job Summary

• Client facing creative thought leader
• Leads, guides development of remarkable creative and ideas, pitches them and wins the business
• Leads overall creative function and process

Read More and Apply

Empowering the Conscious Consumer: Moving towards a more Sustainable Society

Wed, 10 Mar 2010 10:16:08 -0500

With rising energy costs and the current economic climate, consumer preferences have undergone a major shift reflecting a greater concern for the environment, for value and for health. A new Conscious Consumer has risen, one that demands transparency and seeks to engage with the products they choose to purchase. While “Green Consumerism” has been slowly increasing in popularity over the past decade, the recent economic recession has propelled this movement forward with sustainable practices offering new solutions to cutting costs and improving efficiency, In a product, consumers are seeking affordability as well as something they can feel good about in terms of making a difference on a personal and global level. This Conscious Consumer wants to feel intelligent and informed not only at point of purchase but they want that feeling to continue at home. As marketers, manufacturers, and design consultancies, how can we help this new consumer make conscious purchasing decisions? How can we educate this conscious consumer and communicate the socially responsible benefits of our products?

Recent research findings note that consumer preferences are geared towards products that are not only more socially responsible but products that are highly visible about their actions. Back to Nature, a snack brand distributed nationally at natural food stores, Whole Foods, Amazon and in the natural food aisle at most supermarkets, recently launched new packaging to reflect a more sustainable image and a tagline to reinforce their positioning; “our passion for keeping it simple”, which has been beneficial in conveying their message on the shelf. Back to Nature cartons reflect a simple, hand-hewn appearance and are made from 100% recycled paperboard and are printed using inks derived from vegetables. This shift in packaging has become their key message in their communication with the consumer. It is the major news story on their website, it is printed directly on the package with an entire side panel dedicated to their sustainability story. As further support to their environmental commitment they have also included their partnership with The Nature Conservancy by featuring their logo and information about the organization on their packaging.

While a marketer must be concerned about profitability whether its products have a sustainability positioning or not, research is reporting that consumers are willing to pay more for a “green” product but that they are generally unaware of the green actions that are taken by manufacturers. Since 2005, HP has made a commitment to use recycled cartridges in the manufacturing of their inkjet cartridges and as far back as 1991, launched the HP Planet Partners Recycling Program, in which pre-paid return materials are placed in their cartridge boxes to recycle used cartridges for free. However, these programs remain largely unknown to consumers and details about these recycling programs are not listed on the HP packaging. According to Annual Ipsos Green Technology Report, only 38% of consumers are aware of any free recycling programs while 67% of those consumers polled stated their buying decisions would be influenced by a free recycling program. Communicating sustainability practices is an opportunity to connect on a personal level with consumers. The Conscious Consumer wants to be informed and instructing consumers on how they personally can be responsible with products will only increase their loyalty and recognition.

In the United States, a trip down the supermarket aisle can increasingly seem overwhelming to the consumer with the vast array of products and choices. While choice, value and convenience still continue to resonate with consumers, health and wellness are now major differentiators for product choice. By devoting more space to items that are healthier, retailers can engage the consumer with a variety of healthy options that they can feel good about. Instead of separating organics from the rest of the store, smart grocers and retailers are placing these products in mainstream sections, to prevent confusion, promote visibility in-store and, in return, build recognition. For example, according to research by Earthsense, LLC, Whole Foods, Publix and Trader Joe’s, have all adopted similar practices, and have achieved recognition from consumers as sustainable businesses, experiencing an increase in word of mouth support for their companies. Earthsense, LLC also found that more than half of consumers surveyed say they make conscious decisions to buy from companies like these with positive reputations for environmental stewardship.

As American consumers, the fundamental way we live seems contrary to the conscious consumer. Can the Conscious Consumer survive ? Can we change our lifestyles to reflect a more socially conscious culture? In America, the general idea is bigger is better. We like big cars, big houses, big refrigerators, and big closets. It is this philosophy that continues to prevent Americans from advancing to a truly “green” society. Despite the growing awareness surrounding the environment, the average American is still producing three times the amount of CO2 emissions as a person in France. In European countries, sustainable practices have been engrained into the culture for decades. From the availability of mass transit options, to smaller, more efficient appliances and housing that’s on the humbler side in terms of size, unlike the United States, Europeans are limited by space and are more aware of the waste they create. Even European streets, many of which were built before cars were even invented, are smaller and less accommodating to large vehicles. Another major difference is their shopping habits. The smaller housing with a smaller refrigerator and a tendency towards buying fresh vegetables, meats and cheeses, means grocery trips include less items and happen more frequently, often daily within walking distance. If we use the European way of life as an example that we as Americans can learn from, where do we start?

The increase in sustainable practices during the recent economic recession is good news for the Conscious Consumer. For many businesses, adopting sustainable manufacturing and shipping practices has become a way to improve competency and operations, encourage innovation and concurrently, engage and satisfy consumers. In return, healthy, organic, energy-efficient products are moving away from premium price points, increasing their availability to more consumers and becoming more widely accepted. Coca-Cola, a hallmark of American consumerism, recently announced the adoption of a bottle made from 30% plant derivatives that can be recycled without contaminating other plastics. Set to be introduced for their bottle water brand, Dasani, the company has set a long-term goal to eventually make bottles with 100 percent plant materials, encouraging innovations using wood chips, corn Stover and wheat stalks as possible bottle materials.

From our own portfolio at Marsh Inc. knowing that Jardine Foods produces high quality salsas and sauces, we identified an opportunity to address the environmental aspect of how they packaged and shipped their product to the consumer. We took the initiative to recommend using 100% biodegradable and recyclable materials, thereby eliminating the disconnect between the quality of the product and the integrity of the packaging. The packaging information is communicated via an informative card that sits on top of the packaging material. We also leveraged the exterior of the shipping container to communicate this message and deliver equity of the brand at the shipping and receiving touch point.

The Conscious Consumer is a wonderful advancement in our society. As health and sustainability continues to rise in our awareness and culture, the need for accurate information about what we purchase is also required. Greater transparency through marketing strategies is getting easier with the rise of digital communications, enabling consumers to make more informed decisions, thereby increasing brand loyalty and moving markets towards more sustainable and healthier products. At all levels of the purchasing continuum-from the consumer to the retailer, the designer, the marketer and the manufacturer-by embracing and educating ourselves on what is healthy for each one of us personally, we can make smarter decisions that will encourage the Conscious Consumer into mainstream American culture.

About the author:
As Chief Creative Officer of Marsh Inc. an independent design consultancy concentrating on strategic design for consumer-packaged goods, retail and restaurant clients, Ken Neiheisel is focused on the overall creative service of the company tapping into nearly three decades of creative experience in graphic and package design to brand identity with large corporate clients locally and nationally. Joining Marsh Inc. in 1988, Neiheisel was instrumental in expanding Marsh’s creative capabilities, moving the company towards a focus on packaging, promotion and creative solutions. Marsh Inc. leverages its vast experience in packaging, print and retail merchandising to create quantifiable business results for The Kroger Co., Whole Foods, Steak ‘n Shake, CKE Enterprises and for the portfolio of brands from Reckitt-Benckiser.

By Ken Neiheisel, Chief Creative Officer, Marsh Inc.

MARSH INC., WINS EIGHT AMERICAN PACKAGE DESIGN AWARDS

Wed, 27 Jan 2010 17:31:35 -0500

Marsh Inc. has been awarded eight 2010 American Package Design Awards from Graphic Design USA (GDUSA).
The American Graphic Design Awards program is the biggest and broadest national competition open to the creative community. It honors outstanding work across all media: print and collateral, advertising and sales promotion, corporate identity and logos, Internet and interactive design, packaging and P-O-P, and broadcast and motion graphics. There were over 1,500 entries in this competition and of these, less than 150 firms and organizations were recognized with Award Certificates of Excellence. The award-winning work Marsh is recognized for includes:
1) World Wide Partners- Perfect Partner Logo of Award Design

2) CKE Restaurants – Hardee’s Branded Outdoor Board

3) CKE Restaurants- Carl’s Jr.’s KY Bourbon Promo Coasters

4) Reckitt Benckiser- Clearasil Ultra

5) Reckitt Benckiser- Airwick Candle Gift Set

6) Café Carolina- Cloth Menu Board

7) Café Carolina- Point of Sale Graphics

8) Steak N’ Shake- Steak N’ Shake Wall Art- Historical

Marsh’s eight awards will be featured in the print and online versions of GDUSA Design Annual published in March.

January 20, 2010 – Cincinnati, Ohio
Marsh Inc. is an independent design consultancy concentrating on strategic design for consumer-packaged goods, retail and restaurant clients.