in less than two weeks packaging innovations, running alongside empack and label&print, returns to birmingham&rsquos nec on 25 & 26 february with more show content than ever before. six new features, a seminar lineup that reads like a who&39s who of industry professional and interactive debates, making the show a must attend.the ever popular big print debate will be addressing &lsquoas personalisation increasingly becomes the norm will its greatest impact be on the shelf or in the home&rsquo this interactive debate takes place at 1130 on thursday 26 february, in the label&print theatre.this year&rsquos debate boasts an all female panel, which includes antoinette devine, global packaging & materials consultant at sabmiller karen graley, packaging & reprographics manager at waitrose lynn harris, account director digital at jkr and nancy janes, ww graphics solutions business program director at hp.chairing the debate will be alison church, event director for easyfairs&rsquo uk packaging events who states &ldquowe&rsquove all seen the powerful impact that personalisation can have instore. who hasn&rsquot, for example, scoured the shelf hoping to find their name on the label of a coke bottle it&rsquos great when it happens, but it looks like a lucky random chance compared to how precisely targeted personalisation might be when applied to a home delivery. will one win over the other, or will different levels of personalisation become the norm &ndash communityoriented in store, and messaging that&rsquos more personal online all in all it should prove to be a fascinating debate, and one that will be made all the more stimulating and rewarding through direct audience participation and panel interaction.&rdquonancy janes, agrees that it is set to be a fantastic debate &ldquoi think it&rsquos an interesting question, by impact do we mean brand recognition, brand loyalty, sales revenue, emotional nurture, personal wellbeing, complicated feelings or impulsive behaviour do we understand the future relationship between the &lsquoshelf&rsquo and home i think if personalisation is done well, it will have a significant positive impact on all of the above, if not done well, i think it will have a negative impact and the key will be good customer insight.&rdquorunning alongside the big print debate will be the show&rsquos first ever drinkssymposium, which will see expert speakers from the lakes distillery,diageo and glenfiddich demonstrating the power of packaging. each brand&rsquos story will demonstrate how original thinking and imaginative packaging design can create a strong brand identity, when either bringing to market a new product, a brand extension, or maintaining an established brand&rsquos unique market position.also new to the show is the pharmaceutical symposium hosted by idipac, providing organisations with the opportunity to gain inspiration and a greater understanding of how to tackle the key issues within packaging, labelling, coding and marketing for pharmaceutical products. plus, it will also launch its first ever retail symposium hosted by the packhub, offering exhibitors and visitors from all spheres of the packaging and print world a unique programme of valuable and insightful content. iain ferguson, environment manager, at the coop will be discussing the increasingly important &lsquoextending shelf life&rsquo on day two of the show.for all those looking to stay ahead of the game, the show will be boasting its inaugural ask the experts feature, providing an opportunity to listen to industry professionals and ask them questions. craigalexander wilson, head of strategic development, at fake bake beauty at home and beauty editor at the sunday mail will be speaking on day one of the show, revealing the secrets behind the fake bake beauty at home brand, talking in detail about, &lsquotaking a concept and producing a successful and aspirational brand&39. also joining the lineup will be marks and spencer and the retail institute.bpif will debut its carton&rsquos chatroom, a private meeting room designed to facilitate discussions between key suppliers in the carton industry and brand owners, in order to help unleash the full power of cartons and labels.easyfairs has teamed up with xeikon to provide the first edition of pack personalisation. the show feature will demonstrate to brand owners and printers the power of personalised packaging and how it can trigger consumer emotion.the show will feature 40 contentrich learnshops from major industry brands and leading international speakers, including nestlé, marks & spencer, mondelz, gü puds, domino, blippar, hubbub and recoup.this year&rsquos show will also host live 3d print demos, enabling designers, engineers and educators to test and perfect work with 3d modeling. plus, show favourite, lions&rsquo lair, will once again be returning with four brave exhibitors presenting their new technologies, innovations and concepts to a panel of experts, in front of a live audience, in a bid to be voted best of show.the ecopack challenge, sponsored by marks and spencer, will see a selection of exhibitors pitching their ecofriendly packaging ideas in front of a panel of professionals looking for the latest sustainable solutions.recoup plastics and packaging clinic will be on hand providing free, onetoone recycling advice. as companies try to be more environmentally friendly, more answers are needed, so these prebooked sessions with industry experts will be hugely advantageous.the packaging consultancy clinic run by the packaging society will be helping with industry packaging challenges. visitors to the show will have the opportunity to ask the questions, bring along packaging and gain advice on those burning packaging issues.finally there will be the mad hatters drinks party, a reception for all those visiting the show, held on day one of the show, providing an opportunity to network with colleagues, new contacts, and exhibitors.additional information can be found atwww.easyfairs.compiuk, www.easyfairs.comempackuk,and www.easyfairs.comlabel&print or via the show team on 44020 8843 8800 or packaginguk@easyfairs.com. 
