Thursday, March 20, 2014
Can a Package Show It Understands the People Who Buy It?
Lor Gold | Chief Creative Officer
In this Live Session, SGK’s Global Chief Creative Officer, Lor Gold, explores a new, interactive role for today’s packaging. More than a container, the package is the brand’s most elemental touchpoint. By embodying a deep understanding of the consumer, the package can empower the consumer, giving buyers a reason to care. Learn how brands are designing empathy, utility and affiliation into the package – and transforming the entire marketing ecosystem in the process.
## About the Presenter: ##
Lor Gold serves as Chief Creative Officer at SGK – a leading global brand development, activation and deployment company that drives brand performance. He works closely with SGK’s president and chief strategy officer to deliver creative vision and execution for many of the world’s most important brands, including Apple, Unilever, Safeway and Coca-Cola. Lor joined SGK in 2011, bringing 25 years of experience defining the practice of shopper marketing through brand-building, branded promotions and multi-channel retail. Prior to joining SGK, Lor held creative leadership roles at Rivet Worldwide, Euro RSCG, DDBNeedham and Draftfcb Chicago – which he helped build into the first agency of its kind to receive the Advertising Age 5-Star A+ rating. Lor is also an accomplished screenwriter and drummer. He earned his BA from the University of Southern California.