A View from across the pond
At the end of June, Team TWA organised a week of media briefings in the USA for packaging design specialists Equator, who have an office in Chicago. Associate Director, Sally Fairclough, travelled across the pond to welcome four editors of top tier trade titles including Packaging World, StoreBrands, BXP and Brand Packaging, who specialise in writing about the packaging, design and retail industry. The purpose being to introduce them to Equator’s unique, ‘under one roof’ proposition.
The journalists were captivated by the skill sets of the designers and the trickery of artwork and repro, whilst also being educated about the strategy and tactical implementation required to build brands and private labels effectively. Sally explains: “Equator has grown its US market significantly and the team here has built good relationships with key editors but meeting them in person was a necessity. It was a busy week that took some organisation but the coverage is coming through and will help Equator to build on its reputation across the pond”.