FMCG gets its own office at Kontrapunkt

Per Holmen, head of the newly formalised Fast Moving Consumer Goods (FMCG) division at Kontrapunkt, knows a thing or two about what lies ahead for him and his team.

"The challenge of the FMCG category is right in the name-fast moving. And by that I mean competitive!"

Per has thorough experience with managing detailed design processes, implementing through-the-line consistency, as well as brand identity guardianship of successful international brands. Among his many high profile positions in FMCG, his work as Brand Identity Manager at Carlsberg clearly stands out.

"At Carlsberg we saw how quickly the brand landscape changes, sometimes in the space of months. We had to find the fine balance between short term winnings and long term branding, which made every design decision in our visual identity that much more important."

Kontrapunkt has plenty of experience in the FMCG category. But it's only now that the division is being formalised-offering clients the benefit of a focused and integrated identity development and management approach, at both the product and corporate levels, in a category that comes with its own unique challenges.

"Life is fast in the FMCG category", says Per. "It takes skill and experience to develop and manage programmes that can thrive. Kontrapunkt is one of the few places you can find specialised knowledge in everything from landscape architecture to packaging design under one roof, and that's a real advantage for FMCG clients."  ///

June 2007