Getting the Copy Right

Responsibility moves upstream

Enter "dynamic content," a concept developed by the Intelligent Packaging Consortium (IPC), a group whose stated mission is "to define and promote industry standard artwork solutions [and] enable speed, integration, agility, and productivity in the supply chain." The technical goal of the workgroup, whose current members include Procter & Gamble, General Mills, Coca-Cola Inc., Schawk, BearingPoint, Adobe (www.adobe.com), and EskoArtwork (www.esko.com), is to develop a packaging-oriented XML specification (IPC XML) that incorporates structured data into the packaging supply chain by placing the responsibility for content development directly with the consumer product company via direct plug-in to Adobe Illustrator.