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Update With Tim Cox
Director of Creative Services
Company Name: Publix Super Markets
InSource shared Tim’s profile back in 2005, shortly after he and his team were recognized by HOW Magazine as the
2005 In-House Group of the Year for their critically acclaimed package redesign of the Publix private label products.
Tim will be presenting an in-depth case study surrounding the development of the new package design system at the
InSource event on Friday, October 12, 2007, at the Publix Corporate Offices in Lakeland, Florida.
InSource recently asked Tim a few follow-up questions. His responses
offer a sneak preview of his presentation.
Come and hear more from Tim
on October 12th!
Now that the conversion of all Publix SKUs into the new packaging system is complete, what’s next for the Publix Creative Services team?
In addition to package design, we have several other design and branding responsibilities, so even during the conversion we were busy with other work. One of our most recent big and exciting projects has been the development of the Publix GreenWise Market brand (our natural+organic+earth friendly brand). We’ve been responsible for creating the visual and written expression for this brand as it applies to collateral, packaging, retail environment, etc. I’ll be showing some examples at the October event.
How have all the accolades and media attention changed
perceptions of your work as an in-house creative team at Publix?
From an internal perspective, I’m not really sure how aware the company is of the amount of recognition we’ve received over the past few years; we (Creative Services) haven’t made it a practice to broadcast the news. I know they’ve seen or heard some of it because we’ve received our share of compliments. Maybe we’ve gained some additional respect with some of our clients... I don’t know. Our philosophy is that we earn our client’s respect by doing good work... on their projects. From a client’s perspective, it doesn’t matter how many awards we’ve won, what matters is our ability to solve problems.
Within my department I think the attention has been positive. It’s a real boost for the team to see our work in popular design publications... it’s wonderful to be recognized for your work by your peers... probably the greatest compliment.
Externally, the recognition has certainly helped us. Other designers and writers tend to know who we are now, they have an idea about what kind of work we do and when we have job openings there’s been no shortage of qualified candidates.
Has the size or composition of the team changed as a result of the packaging project?
We’ve had a little bit of growth, although not much, but we have certainly become more efficient.
Can you tell us one way to attract (and retain) talent for in-house creative teams that has worked for you?
Flexible work schedules. I’ll talk about this and a couple of other suggestions at the event.
How does being an InSource member help you in your work these days?
Today, as a result of InSource, I personally know several in-house creative directors... and they’re people I can call to discuss in-house issues or opportunities. A few years ago I knew one other in-house CD. InSource provides a great forum for in-house support.
What do you find particularly satisfying about living and working
in Florida?
The weather, of course, is great if one can endure a few really hot summer months. (Playing golf through the entire winter is really nice!) And the pace here in Central Florida is pretty laid back which suits me fine.
And finally (our favorite InSource member profile question!), what are you currently reading, watching and listening to?
No specific books right now, just a lot of magazines... I love magazines. (The new Blueprint mag is really cool... nice design.) I’m watching football... yes, finally, football season is here! I’ve been digging the new Wilco album for a while now and this group called Echoing Angels that a friend turned me on to.
Come and learn more from Tim this October in Florida…
Register today.
Kevin Kearns, Creative Director, Duke Medicine; Duke University Medical Center
Becky Livingston, Associate Director of Communications, KPMG LLP
Laurie Brammer , Vice President – Marketing Communications Group, M&I (Marshall & Ilsley Corporation)
Andrew R. Brenits, Manager – National Design, Proposal & Production Services, KPMG, LLP
Marty Lenger, Director of Communication Services, Gordon Food Service
Barry Sanel , Principal, Barry Sanel Packaging Advisors
Wyeth Corporate Graphics, Glenn Arnowitz – Director, Creative Services, Wyeth
Gail Gonzales, Creative Services Manager, Asset Marketing Systems
Kristin Seeberger, Director, Marketing Communications, T. Rowe Price
Andre Paquin, Principal, Andre Paquin Associates
Brigette Sullivan, Creative Services Manager, Blue Cross and Blue Shield of North Carolina
Emily Cohen, , Consultant to Creative Professionals
Mary Birman, Fusion Brands Team Lead/Design Manager, AstraZeneca
Richard Kushnier, Manager, Graphics Lab, Becton Dickinsen
Steve Benfield, Marketing Creative Director, SAS Institute Inc.
Sondra Adams, Senior Supervisor, Graphic Design, Pfizer
Tim Cox, Director of Creative Services, Publix Super Markets, Inc.
Nicole Paksoy, Director of Creative Development, AAA
Doug Richards, Educational Consultant (Multimedia Designer/Developer), Sprint