Leo Burnett Shows Its True Colors
Thumb through the Nov. 8 issue of People magazine, and you may come across an ad for Max Factor. What you might not detect is the ad was proofed accurately online using a color proofing technology that has designs on gaining a foothold in the publishing world.
Max Factor's Chicago-based agency Leo Burnett and People publisher Time Inc. were early beta testers of Matchprint Virtual, a proofing technology developed by Imation, which Kodak Polychrome Graphics (KPG) acquired in 2001.
When Minnesota-based Imation was in development with Matchprint Virtual, the company had approached the Leo Burnett agency to gauge its interest in running tests for the product. The agency agreed and, when the product was ready, began beta testing its capabilities.
Time Inc., the nation's largest magazine publisher, also played a key role in developing the technology, says Rob Pipe, KPG's worldwide business director for monitor and monitor proofing business.
"Having been a user of our … solution [from inception], Time has been instrumental in its development, in regard to … features that they felt needed to be in the system," says Pipe.
Though primarily a proofing tool, Leo Burnett realized that the product would offer many additional advantages.
"[Matchprint Virtual] is really promoted in the market as a prepress tool for final proofing," says Jim Mikol, senior vice president and director of print production with Leo Burnett. "Although we do use it that way, we [also] found that there are many other uses for it that go farther upstream in the creative process."
One use, Mikol says, is to enable the creative department to understand at inception what the ad is going to look like on newspaper or magazine paper stocks.
"Not only do we get a better rendition of what the image is going to look like on the appropriate paper, right off the bat from a creative standpoint, we're also able to cut time and dollars out of the retouching process," Mikol says. "We're not pulling multiple paper proofs and having them marked up, and going back and deleting those [proofs]."