Ken Madsen, President, Graphic Systems Group joins hosts Scott Sheppard and Gene Gable to share his thoughts on the current trend of decoupling conceptual brand design from technical production concepts. Graphic Systems Group is one of the nations largest and most successful true production agencies also known as service bureaus. Ken clearly defines that a production agency takes the conceptual creative designs from a brand advertising agency and ultimately handles the technical details involved in executing their vision across multiple mediums including photography, print, magazines, web, interactive, out-of-home, and more. Ken explains some of the skills and knowledge required to successfully develop this into a business model.

Today’s designers are often challenged in maintaining their technical skills and may have to compromise their artistic passion in order to deliver their client’s jobs on budget and on time. Leveraging the capabilities of a production agency presents a logical solution to this creative dilemma. Ken also suggests that recent design graduates spend some time on the technical production side of the business and finds that many designers end up really enjoying the technical aspects and succeed in the production environment. For more information about GSG Graphic Systems Group visit their website at: http://www.gsgnyc.com/ you can also reach any of their staff directly at: http://www.gsgnyc.com/contact.php

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