Packaging: the last interruptive media

Sponsored by: HP

Focused on:

  • Packaging
  • Design
  • Technology
  • Culture

Date: 10 December


Time: 10AM New York/3PM London/11PM Singapore

Charisma, creativity and digital opportunity

We live in the era of media fragmentation. If you are a ‘typical person’ the chances are you are exposed to some 5000 advertising messages everyday, receive some 150 emails, and won’t be keeping up with the 500,000 or more posts shared each minute on Facebook.

Within all this churn we are noticing something else: smart brands and marketing are waking up to the power of design. Packaging is the last truly interruptive media, the one thing you can’t screen out if you want to cook, drink or apply your deodorant. Meantime design is ever more the glue that holds a brands fragmented communications channels together. Design's role, as a way to define a brand with charisma and distinctiveness, is becoming ever more appreciated.

And as a designer, I observe that technology and culture are opening opportunities for effective design that are totally changing ‘the game’. The role of packaging online is yet to be fully understood. The opportunity to create real time super local packaging makes a ‘one size fits all’ approach look antiquated. The very nature of how we seed, grow and evolve brands through design is fundamentally shifting. I want to share some thoughts, some inspiration, and a few bold ‘what if’ suggestions.

But I also want to root these new opportunities in the timeless truths about what makes design effective, and explain how the new rules are really an evolution, not a crazy departure. We live in interesting times, and I hope you find them as exciting as I do.

Learn "what's creatively possible" to enable brands to connect to their customers through HP Digital print.

Presented by

Silas Amos,

Head of Creative Strategy, jkr

Silas Amos has over 20 years experience as a designer and strategic partner for FMCG companies global and UK, working on brands such as AB InBev, Bacardi, Diageo, Unilever and United Biscuits.

At jkr, Silas is responsible for generating visual planning and direction on projects, aiming to deliver design expressions that are both creative yet single-minded. In a nutshell – interpreting and expressing client insight and strategy through design literate eyes.

Key Learning Objectives

  • Understanding the essentials of charismatic design for brands
  • Understanding how the digital and analogue worlds of design are converging
  • Understanding how the disciplines of packaging and advertising are converging
  • Inspiration around some of the digital opportunities opening up


  • Head of Marketing
  • Brand Manager
  • Head of Design
  • VP/Director of Packaging
  • VP/Director of Innovation
  • Creative Director