Five questions with Jenny Stanley & Sig

January 2025

In regular Q&A sessions, Jenny Stanley, Managing Director at Appetite Creative explores the key challenges, trends and solutions facing experts from across the advertising and packaging industry. Asking five key questions per conversation, Jenny will look to learn more about her interviewee, their career, clients and give them a final word.

This interview with Mohamed Basiouny, Regional Product Manager at Sig

1: Name one big achievement from your career? What are you most proud about achieving? 

While I have accomplished many milestones throughout my career, the one closest to my heart is the transformative step from a technical to a commercial role. This transition significantly enriched my skillset, enabling me to manage diverse projects efficiently. It has led to numerous successes, particularly in the filling and packaging field, including remarkable sales achievements in digital solutions through the deployment of five innovative solutions for various clients, as well as contributions to sustainable solutions and groundbreaking innovations.

2: What are the questions you are most often asked by clients? 

Clients frequently inquire about the cost of solutions to evaluate their feasibility, focusing on factors such as payback value, cost savings, or return on investment (ROI).

3: What are the biggest challenges your clients are facing today?

The primary challenge our clients face is effectively managing total filling and ownership costs amidst the pressures of global economic uncertainties.

Pic Above: Jenny Stanley

4: What one improvement or change would you like to see the wider industry (advertising, packaging etc.) to make in the next 12 months that will have a positive impact on the wider industry ecosystem? 

One key improvement I’d like to see in the advertising and packaging industry is a stronger focus on transparency and responsible communication regarding sustainability claims. As consumers become increasingly eco-conscious, there’s a need for clearer, verifiable information to avoid greenwashing.

The industry should prioritize standardized certifications for sustainable packaging and production processes, backed by third-party verification. This would enhance trust and authenticity, empowering consumers to make informed decisions.

By prioritizing transparency and accountability, the industry could foster a more sustainable ecosystem, promote ethical practices, and drive real, positive change across the supply chain. Such a shift would help brands build stronger, more loyal relationships with consumers seeking to align their purchasing decisions with their values.

5: What’s the legacy you’d like to leave the industry?

I aspire to leave a legacy of innovation and sustainability. My goal is to be remembered for driving transformative solutions that enhance efficiency and productivity while contributing to a more sustainable and forward-thinking approach in the filling and packaging sector.

Source: Appetite Creative

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