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APEAL has become one of the main sponsors of PDA, the leading European Brand Design Association
Since one of the aims of APEAL’s international dialogue marketing programme, launched in 1996, is to foster interactive dialogue with decision-making units at early stages of the development of packaging solutions, where packaging designers play an important role, APEAL wanted to become aware of the perception and image of steel packaging amongst designers as well as their desires and wishes. PDA (Pan-European Brand Design Association) therefore constitutes the ideal pan-European organisation to interact with designers at European level and, early this year, it was decided to engage in a long term commitment via an active sponsorship agreement. APEAL sponsoring the most representative association of packaging designers in Europe opens the door to fruitful programmes of information and activities to the common benefit of both designers and producers of steel for packaging. |
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One of the first common PDA – APEAL activities was a survey staged at European level amongst PDA members. It revealed a clear need for more information about steel’s properties as a packaging material: its ability to be shaped and decorated, new developments and major innovations across all steel packaging applications. Based on the output of the survey, the aim is now to set up a special programme, tailored to design agencies, to give relevant information on the latest technical developments in steel for packaging. Another of the first positive effects of this collaboration was the active participation of Gérard Caron, founder of Carré Noir (F) and co-founder of PDA, and Jan Oldenburger, Managing Director of Coleman Millford van den Berg Design, Vice President of PDA and Jean-Pierre Goujard of Dragon Rouge at the Steel Packaging Congress in Düsseldorf in May, where their intervention as respectively speaker and workshop moderator helped orientate the whole Congress from the classical technical angle towards a clear marketing and design focus. The feed-back of the participants indicated that precisely those subjects related to design were highly appreciated. And only 3 weeks later, at the PDA’s spring Congress on the 11th June, the latest steel packaging developments were in turn presented to designers gathered in Prague on the subject of innovation. First proof that such exchange is vital and that this collaboration will develop to the mutual benefit of both parties. |
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