Hall of Fame Profile: Andy Siditsky

What areas were you involved in prior to your work in merchandising?"I had started in the music business writing and arranging music for a music publisher. I then moved into packaging and advertising."How did you get started in P-O-P?"I was overseeing packaging and advertising for Swire Magnetics Corp., a consumer electronics firm, and was asked by my boss to produce displays. I, of course, replied, 'No problem' -- then I panicked."When did you first become aware that the creation of P-O-P could be a career?"When I learned that 'E-flute' wasn't a new musical instrument! Seriously, when I saw my first display at retail being shopped and admired, I caught the excitement of this industry."What do you like the most about your job?"I most enjoy the creative process, the collaborative process with my group -- the best people in the industry. In the print area, people like Patty McInnish, Melinda Robles (my print project managers), Lori Cohen and Peter Zwart (my print purchasing production managers), together with our fantastic supplier base. We've got a great P-O-P team."What is your role in the design/development/procurement of P-O-P materials?"My role begins in the development of the actual P-O-P item. I am responsible for guiding and developing the creative ideas from their inception through delivery for P-O-P, packaging, collateral and advertising materials. The team that I oversee includes a skilled group of internal creative and external creative agencies, internal coordination staff and corporate purchasing, as well as external manufacturing."Often, in reviewing our marketing group's strategies, I function as a creative catalyst, pushing the thought process past the norm. My role includes the review and evaluation of all these materials, as well as the presentation of these items to our senior management."Have you and your team created a display or merchandising system that you are particularly proud of?"Yes, there have been several. Since I like to talk about 'the now,' the area I'm most proud of for my whole team is one of Disney's top initiatives -- our Disney Video Premieres such as 'Aladdin', 'King of Thieves' and 'Beauty & The Beast: The Enchanted Christmas.' These first-run movies require an extensive amount of creative development and are produced exclusively for video, without the benefit of theatrical exposure."This kind of challenge is the perfect fit for my creative philosophy of making P-O-P advertising a form of entertainment. We take a theatrical-campaign approach across all our creative (broadcast, outdoor advertising, print advertising, P-O-P, etc.). Our most current project is 'Lion Ring II: Simba's Pride' and we've created a very dynamic in-store modular display design. It will be carried through every P-O-P item and displayed across all classes of trade."What one project in recent years do you think is most representative of your work and why?"A number of projects come to mind. Most recently, in the area of P-O-P, our 'Toy Story' Standee captured nearly every award possible: a Gold at POPAI; an award at the San Francisco Art Directors Club; First Place at the Hollywood Key Art Awards; a Design of the Times award. This display was innovative because its design captured the 3-D effect of the film, including a real Slinky and a bunking Buzz Lightyear!"What have you found to be the most important elements of a successful display program?"In design, my formula is very simple. I call it the VIP Treatment: Visibility, Impact and Profitability. However, after design, it's the quality and the follow-up needed in production and delivery to assure full compliance."What are the greatest challenges involved in creating outstanding P-O-P?"Keeping things simple and impactful, while keeping the edge on the competitive environment are the biggest challenges.''What have been the most significant changes affecting the use of in-store displays or other merchandising in the past five years?"I think an overall focus on keeping footprints down because of the competitive issues in getting floor space compliance, keeping assembly simple to support store-level compliance, and keeping a clean read for the product."Do you expect to see more or less emphasis on P-O-P materials in your particular product category in the future?"Definitely more emphasis given the competitive environment of the family home entertainment products."

Hall of Fame Profile: Andy Siditsky

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