—  Focused on being responsive to change by evolving with the market, Agfa’s exclusive event successfully set the tone for the future of the offset packaging industry. Held at Quartier Papier in Brussels, Belgium, on 29 November, the Agfa Value Conference delivered an engaging mix of presentations that addressed the multitude of challenges and rapidly changing trends faced by the whole packaging value chain. Addressing the 70 attendees, keynote speaker Kevin Jackson, who is the founder of The Experience is the Marketing, opened proceedings with an inspiring talk about the importance of brand promises and brand behavior. Market insights came from industry experts Eddy Hagen from Insights4Print, who discussed the secrets of brand colors and pitfalls in color management, and Sean Smyth from Smithers, who gave a detailed analysis of the packaging industry and the role played by offset printing. Sascha Fischer from Koenig & Bauer shed light on the ongoing developments in offset printing presses for packaging.