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FLEXO Magazine : July 2014
18 FLEXO | JULY 2014 Eskoworld Sets Attendance Record, Launches New Software Suite ORLANDO, FL—Hundreds of industry practitioners, company executives and decision makers from around the world—all of them Esko customers—descended on sunny Orlando, FL for the 2014 installment of Eskoworld. From Sunday, June 15 through Wednesday, June 18, they attended a range of lectures and presentations, made use of small group and one on one sessions with Esko employees and saw a preview of the compa- ny’s newest version of its Suite software, Suite 14. At Sunday’s opening event and keynote, Director of Marketing Tim Zula announced an attendance record of 711. Sunday began with opening words from Bernard Zwaenepoel, senior vice president software business. “What keeps brand owners awake at night?” he asked the crowded room—“How to grow market share.” He offered statistics on how often companies change their packaging: • 19 percent every six months • 16 percent every six to 12 months • 31 percent every 12 to 24 months • 34 percent every 2 years One of the big takeawas from the slate of keynote presentations was to acknowledge that things are constantly changing, and that the “key is to adapt—if you don’t, you will lose.” A group of Esko employees, led by Esko Director, Solutions Man- agement Jan De Roeck, then ran through a live demonstration of the company’s upcoming Suite 14 software umbrella, set for release this month. The 45 minute, hiccup free presentation showed off a number of enhancements to the platform, including five areas Esko CEO Carsten Knudsen said were focuses: • Increasing importance of Workflow Automation • Using Smart Templates to handle package variations • Quality as the most important driver • A more task focused software user interface to drive increased efficiency • Integration of supply chain and data sharing in the cloud “We’re on the cusp of major change,” declared Eskoworld’s keynote speaker, Rob Wallace, brand identity strategist and managing part- ner, Wallace Church & Co. He was referring to the way consumers interact with brands and used that as a jumping off point to discuss extremely tailored branding, aiming to pinpoint consumers who crave choice. Wallace then offered up a case study centered on craft beer, explaining a branding strategy focused on enticing consumers to interact with the actual beer cans, both during and after con- sumption, as an example. Over the following days, the record attendance heard presentations from Jack Santiago at the Disney Institute, speaking on satisfying customers and creating a memorable experience that prompts repeat business; Ben Schacht from ConAgra Foods, explaining how he makes use of three dimensional packaging and storefront software to visualize displays and pallets; and Nichole Legare and Jarilyn Fahren- dorff from Target Corporation, offering real world examples of the benefits of visualization software in creating a cohesive branding message. Esko machines, including one from its Kongsberg line, were on hand for demonstrations. Rob Wallace The Walt Disney World Swan and Dolphin Resort in Orlando, FL was the setting for this year's Eskoworld.