When Pro Carton decided to take on the subject of “Packaging in a Digital World” in the spring of 2011, mobile marketing via packaging was a term known only to a few specialists. Since then, it has appeared in the media at ever-smaller intervals and will likely become the hottest topic of 2012. An increasing number of print media contains QR (quick response) codes, and new efforts within the GS1 framework are further integrating barcodes into mobile marketing. Other technologies, such as EPC (Electronic Product Code) and NFC (Near Field Communication), are being announced.

Know-how for practice
In the digital environment, numerous new tasks are being accorded to packaging—production, marketing and design are required above all. Taking the practice of codes for smartphones as an example: Under which prerequisites can they by successfully adopted, what needs to be considered so that mobile marketing projects can be successfully implemented in the supply chain, and what should be avoided? Technological aspects are of lesser concern—these have meanwhile largely been clarified and corresponding standards are continuously further developed—than are questions of placement, graphic design and the overall communicative environment. Moreover, development offers tremendous opportunities in the area of forgery protection.

Packaging as a medium
One thing is certain: In a few years, codes on packaging will be widespread. Those companies that score and gain experience in this area will be able to retain their edge in the market for a long time. Development does not stand still. The role of packaging will change radically in an increasingly digital world. It will become more and more of a medium itself. So that it can realize this task, it is of decisive significance that its contribution in the media mix be measurable and comparable. The study “Packaging Effect: Cartons Role in Media Evaluations” will be presented by Pointlogic International Media Consultants in the course of the congress.

Prizewinning solutions
A further highlight of the congress will be the awarding of the 15th Pro Carton / ECMA Awards, with the special prize of the Pro Carton President, as well as the Pro Carton Design Awards, during the awards party on the evening of 18 April 2012. Accompanying the ceremony, the most innovative concepts of the winners and competition finalists will be on exhibit. Several supply chain companies have also announced that they will be exhibiting during the congress. Numerous opportunities to network with experts and partners on-site will be available at the congress.

Book now!
The congress is a must for all decision-makers and opinion leaders in the brand-name product business environment—particularly marketing managers, key account managers, purchasers from the name-brand products industry and trade, packaging designers, the packaging industry, as well as research and media.

International speakers will cover the entire range of topics, from research on brands and marketing, trade, design and supply chain, all the way to security matters. Podium discussions and networking will round out the program, which will soon be published on www.procarton.com.

All talks will be held in German or English and simultaneously translated into the other language. Registration is now online at www.procarton.com under the heading “Pro Carton Congress.” There, an attractive hotel offer is also available to congress participants.

2012 INTERNATIONAL PRO CARTON CONGRESS
“Packaging in a Digital World”
with presentation of the 15th Pro Carton / ECMA Awards
18 and 19 April 2012, CCD Congress Center Düsseldorf

Registration, hotel and travel information are available at www.procarton.com under the heading “Congress.”
Details on the program and speakers are likewise continually updated on www.procarton.com.
Participation fee, including Pro Carton Award Party: € 790
Early booking bonus: reduced fee until 15 February 2012: € 690
All prices are per person and do not include the legally required VAT.

We would be happy to answer any questions or provide further information:
Pro Carton Congress office: congress@procarton.com
Suzanne Mc Ewen, Head of Marketing and Communications

Sponsors, as of November 2011

Media partners, as of November 2011