Newest Quark Defectors Are Big Names

2005
Jan
25

Three leading advertising and branding agencies announce their formal switch from QuarkXPress for page layout to InDesign CS. Joining the who’s-who publishing, advertising, and branding roster that includes Bernstein-Rein Advertising, Goodby, Silverstein & Partners, GSD&M, The Integer Group, Landor Associates, Publicis West, and Schadler Kramer Group, are big names Oglivy & Mather, DDB Worldwide, and […]

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Three leading advertising and branding agencies announce their formal switch from QuarkXPress for page layout to InDesign CS.

Joining the who’s-who publishing, advertising, and branding roster that includes Bernstein-Rein Advertising, Goodby, Silverstein & Partners, GSD&M, The Integer Group, Landor Associates, Publicis West, and Schadler Kramer Group, are big names Oglivy & Mather, DDB Worldwide, and Wunderman.

Ogilvy & Mather, a leading advertising agency with 312 offices in 89 countries, is standardizing on InDesign CS across its worldwide agency network as part of an all-Adobe Creative Suite workflow. InDesign’s ability to import native Photoshop and Illustrator files into InDesign layouts is more productive than flattening or using intermediary formats like TIFF or EPS, according to art directors at Ogilvy & Mather Los Angeles. The agency also sees other creative and production benefits in their new InDesign-based workflow.

“The ability to create blends and transparencies within InDesign contributes to significant time savings, while the software’s advanced typographical controls enables designers to create sophisticated type treatments to meet the needs of our clients,” said John Lopez, studio manager at Ogilvy & Mather.  “The ease of creating software scripts for InDesign CS is enabling us to automate many repetitive processes such as preparing ads to meet specific publishers’ requirements.”

After switching its worldwide operations to InDesign CS at the beginning of 2004, DDB Worldwide has seen the tight integration among components of Adobe Creative Suite streamline their workflow, allowing more time for experimentation in creating ads for clients such as Microsoft, Philips, and Safeco. And the decision was not solely from within DDB Worldwide. Many of the agency’s top clients mandated that their work be created and provided to print vendors in InDesign CS format.

Wunderman, whose integrated studio services group provides print production services for brand-name clients including Ford, Kraft, and Citibank, tells a similar tale.

“Our creative and production staffs took to InDesign CS immediately,” said Steve Gleason, director of integrated studio services, Wunderman Chicago. “We were producing all of our ads using InDesign CS and the other components of Adobe Creative Suite in less than one month. Since then, we have increased our productivity, creating more ads of even higher quality without adding staff.”

“InDesign CS is helping the world’s top advertising agencies bring creative ideas to life in exciting and productive ways,” said Jim Heeger, senior vice president of Creative Professional products at Adobe. “Their incredible work inspires us to find new ways to improve design workflows and further enhance the role of design in the advertising community.”

For more than a decade, since beating rival Aldus PageMaker in the early Nineties, Denver, Colorado-based Quark, Inc.’s QuarkXPress was the standard in page layout and publishing applications. That standard was challenged by Adobe Systems, Inc. with the 1998 release of InDesign 1.0, though it was not until the release of InDesign CS, the third full version of the product in late 2003 that major agencies began to leave QuarkXPress behind. Since then a heated battle, dubbed Desktop Publishing War II, has raged between InDesign and QuarkXPress, and between their makers, Adobe Systems, Inc. and Quark, Inc., two companies whose bitter rivalry is more personal and more publicisized than the one between Apple Computers and Microsoft.

So titanic is the battle between Quark and InDesign that it has spawned thousands of magazine, newspapers, and website articles, several books to facilitate users’ switching from one to the other, and even a dedicated news source, the three year-old, self-described “war correspondant,” Quark VS InDesign.com.

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