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                                                                       Autu m

                                        DBA Directory
                                        Building a two-way bridge between
                                        you and potential clients. Why you
                                        need to be in our online tool

 The Design Council’s              How to please          Is now the
    Mat Hunter on the              clients and win   time to expand               design
 DBA//insight_issue_15 spring_2010                                                business
science of design p07                business p12       abroad? p14               association
welcome                                                                                                                                                                                                                                                                              snapshot
                                                                                                                                    DBA                                                    the all-new, industry-
                                                                   14                                                               Directory –
                                                                                                                                                                                           redefining DBA Directory is
                                                                                                                                                                                           now live online – giving design
                                                                                                                                    now live!                                          buyers a unique search engine to find the
                                                                                                                                                                                       right design agency. It provides a depth of

                                                              contents                                                                                                                 information to fast-track them through the
                                                                                                                                                                                       procurement process, saving time and
                                                              03-05                       17                                                                                           money. It’s very clever. For more details, see
     Someone asked me how things were at
     the DBA. Before throwing out my usual                    Snapshot                    Project focus                                                                                our feature on page 10.
                                                              the latest from the DBA     Andrew Doyle, Chairman
     answer of “fine”, i stopped to think if                  and the design industry     of Holmes & marchant,
     there was a more fitting description.                                                argues that the building
                                                              06                          you work in should                                                                                                                                                                      to register your

                                                                                                                                                                                                                                                                                  interest, email
                xhilaratingly scary” is what they got
                                                              Viewpoint                   reflect your culture
                                                              What do you want to be      18-19
                instead! And that’s because it is.

                                                              when you grow up?                                                                                                                                                                    £

                                                                                          Events review/
                                                                                                                                                                           £                                                       £

                Planning for the next five years would
                                                                                                                                                                       £                                                                                   £

                                                              07                          highlights
                                                                                                                                                                                   £                               £                                           £

                be easy if we could take a look at a trend
                                                                                                                                                                                           £                   £
                                                                                                                                                                   £                                                   £                               £

     line and simply extend it out into the future.           Interview                   All the essential DBA
                                                                                                                                                               £                                                           £

     What’s going on just now economically, politically       Chief Design Officer        courses and seminars                                             SAlAry SAvvy
     and socially is far from predictable and to              of the Design Council       20                                                               The 2010 edition of the DBA Charge
     assume that we can extrapolate from that a               mat Hunter on balancing
                                                              science and creativity      Q&A                                                              Out Rates & Salary Levels Report is now
     plausible future would be naive.                                                     two of our supporters,                                           available. It’s packed full of information to

         But plan we must. In response to the rapidly         08-09                       Stratton Craig and
     changing business environment in which our
                                                                                                                                                           help you benchmark your business salaries,
                                                                                          co.efficient, describe
                                                              Business                                                                                     fees and benefits – and is exclusive to DBA
     members operate, we have developed a new and                                         their business – and
     sharper strategic focus for our activities.              specifics                   favourite design                                                 Members, giving you an added edge.
         We’re determined to put the DBA at the heart
                                                              Our experts answer                                        DBA insurers, Bluefin have
                                                              your financial and          21
     of building a better, more robust, more clearly          legal questions             membership                    been working for years to save     Log on at www.dba.org.uk or contact john@dba.org.uk for
     sign-posted bridge between design and business,                                                                                                       more information.

     both here in the UK and overseas.                        10-11                       How joining the DBA will      DBA members money on their
                                                                                          strengthen and develop
         In living up to our name, one of our key             members extra               your business                 annual premiums on everything
     objectives has always been to help build stronger        the DBA Directory –
                                                                                          22                            from buildings insurance

     and better relationships between design and              making business easier                                                                                                                                           creative industry jobs, portfolios & freelancers
                                                              for you and your clients
     business. But what’s new is our role as a dynamic                                    trade tips                    to professional indemnity.
     force for change – working closely with both             12-13                       10 apps… that make
                                                                                          your business a little        now they have launched an
                                                                                                                                                           tArgeting tAlent
     sides. We’re no longer simply representing               Dazzle don’t dip
     design to business, we’re actively building that         Jonathan Kirk of up to
                                                                                          bit easier by Jonathan
                                                                                                                        exclusive offer, guaranteeing      We have just launched
                                                                                          Harris, Creative Director
     bridge between the two.                                  the Light explains how to   of Harrisment                                                    the DBA Jobs Board, an
         Were very excited about all that means, not          turn client relationships                                 to beat all of your renewals by
     least of all the launch of our new Directory. I’d love   into business wins          23
                                                                                                                        at least 10% . We know it’s not
                                                                                                                                                           online resource to help you
     to hear your thoughts.                                   14-16                       Supporters                                                       fill those extra spaces in your team. Run in
     Deborah Dawton                                                                       Details of how our            going to be the most exciting
     Chief Executive, DBA                                     A foreign affair            supporters can help you                                          conjunction with Creativepool, your job will
                                                              A panel of experts                                        call of your day, but they could
                                                              advise on exporting your
                                                                                          and your business                                                appear on both dba.org.uk and creativepool.
                                                                                                                        save you thousands. Drop a
                                                              business abroad                                                                              co.uk, giving you access to the largest
                                                                                                                        quick line to:                     database of creative professionals in the UK,

                                                                      08                                                Charlotte or Jamie at Bluefin on
                                                                                                                        020 7335 0717
                                                                                                                                                           making it ideal for those mid- to junior-level
                                                                                                                                                           positions. Plus, as a DBA member, you’ll get
                            07                                                                                                                             an exclusive discount of 25% on all posts.

                                                                                          Design: Richard Wise
                                                                                          rwise2@me.com                                                    Visit www.dba.org.uk

 DBA//insight_issue_15 spring_2010                                                        Editorial: Sharon Gethings
                                                                                                                                                                        DBA business poll results nov 2010
snapshot                                                                                                                                                                What best describes the health of your business at the end of 2010?
                                                                                                                                                                                                                                  Aug 09   DeC 09   ApRIL 10    nov 10

                                                                                                                       Help a                                           Business is great and still growing




                                                                                                                       graduate                                         Not out of the woods yet; business definitely picked up   37       44       45          41

                                                                                                                       get ahead                                        We hope to break even by our year-end                     19       22       11          13
                                                                                                                                                                        A bit concerned, we are still tightening our belts        20       8        13          14
                                                                                                                       consurgo incUBe8 is a unique
    21st DBA shortlist                                                                                                 incubations programme, designed            Very concerned, forecast not looking good for business 7                 7        0           9
    the Design Effectiveness                                Honey creative              Kerry Foods                    to bring together graduates
    Awards recognise projects that                          interstate Associates       the Ice Cream union
                                                                                                                       from diverse creative backgrounds to

    can demonstrate design’s tangible effect on a                                                                      work collaboratively on a project brief
    client’s business. After weeks of collating entries     JDo                         Diageo Ireland
                                                                                                                       intensively over a five-day period.                        DBA TRAININg
    and two rounds of rigorous judging, the final
    shortlist of winning projects for the 21st Design
                                                            Jones Knowles ritchie

                                                            Jones Knowles ritchie
                                                                                        Premier Foods plc

                                                                                                                          A shortage of jobs has made it a very
                                                                                                                       competitive marketplace for graduates.                     this autumn the                   %
    Effectiveness Awards has been announced.                Jones Knowles ritchie       molton Brown                   incUBe8 aims to address the gap by
                                                                                                                                                                                  City of Westminster         of
     20/20                                                  K-creation & Production     Procter & Gamble
                                                                                                                       providing a platform for graduates to
                                                                                                                                                                                  is collaborating
                               Pets at Home
                                                                                                                       re-connect with peers, but also helping
     2lK Design                                             Kinneir Dufort              the Gro Company
                               Intel Corporation                                                                       to equip them with real-world professional
     999 Design group          Highland Spring              Kiwi&PoM                    marks & Spencer                skills for multi-disciplinary collaboration,               with creative industry
                                                            lambie-nairn                Sainsbury’s                    idea generation and implementation.

     Blue goose
                               Breathe Business

                               Barclays                     lewis Moberly               Waitrose                       Graduates also receive a profile on the                    trade bodies to offer funding
     Blue Marlin               Isklar AS                    london Associates           ELGA LabWater
                                                                                                                       incUBe8 website with which they can
                                                                                                                       network and create an instant community.                   for businesses located in the
                                                            nude Brand creation
                                                                                                                                                                                  borough to benefit from top-class
     Blue Marlin               Balance Water                                            makebelieve
                                                                                                                          incUBe8 relies on industry support

                                                                                                                                                                                                                                                               04 _05
     Boxer                     mcDonald’s                   optima                      Lincolnshire Country Council   from creative business owners and
     Brandopus                 Choc on Choc                 P&w Design                  Fresh & Easy neighbourhood
                                                                                                                       sponsors in the form of design challenges,                 training, giving them a discount of
                                                                                                                       or creative briefs and financial support

     casson Mann & nick Bell
                               northern Foods

                               newcastle university
                                                            PDD group                   merck Serono - Geneva          for sessions. consurgo incUBe8                             80 per cent off. Don’t miss out
     Design                                                 Pearlfisher

                                                                                        Jamie Oliver

                                                                                                                       is a collaboration between Consurgo,
                                                                                                                       tHECuBE and Bracket.
                                                                                                                                                                                  on this huge bargain.
     cog Design                Incorporated Society of

                                                            reach limited               Lyons Seafoods
                                                                                                                       If you are interested in helping, please visit
     creative leap             Johnson&Johnson              Seymourpowell               Passion for Life Healthcare
                                                                                                                       www.incube8.consurgo.co.uk                                 To see if you qualify, please contact hannah@dba.org.uk.
     Design Activity           Patterson medical            Springetts Brand Design     noble Food
     Design Bridge             KFC                          consultants

                                                                                                                        Simply the best…
     Design Bridge             BGCI                         tayburn                     RSm tenon

     elmwood                   Seachill                     the Alloy                   Bt                                                                                                      Acumen picked up the Customer Care Award at the
     elmwood                   Officeworks                  the Design group            northumbria Safer Roads                                                                                Havering Business Awards.
                                                                                        Initiative                     it’s not just Design effectiveness Awards that                           Ferrier Pearce have been very busy, picking up the
     elmwood                   BBC Breathing Places
                                                            the Paul Martin Design      Hartridges Limited             members have been racking up. Here’s a round-                           PIPA Communications Specialist of the Year 2010,
     elmwood                   Challs                       company                                                    up of other accolades from DBA members:                                 European Pensions Communication Consultancy
     ferrier Pearce            South Oxfordshire District   the team                    Parkinson’s uK                  Further picked up a Gold Honors in the mercomm                         Award 2010 and a Green Design Award for South
                                                            the team                    EDF Energy                     Annual Report competition for the Co-operative                          Oxfordshire District Council.
     flB                       Kenwood                                                                                 Group’s annual report, to go with their Honoree from                     Johnston Works have picked up two gongs, a Silver
                                                            the team                    nHS Choices
     glorious creative         moorfield media                                                                         the International Business Awards for its work on                       European Design Award and a Gold in the Graphis
                                                            the workroom                Balfour Beatty WorkPlace
     good creative             Scottish Power                                                                          SSL’s annual report.                                                    Design Annual for its project Brunswick Review.
                                                            true north                  national Portrait Gallery       Hudson Fuggle have won a Gold HEISt award for its                       Elmwood have added to their DEA haul with a Gold
     good creative             Buchanan Galleries
                                                            viv’id ltd                  northwest Development Agency   internal campaign for City university.                                  from Investors in People.
     good creative             Fyne Ales
                                                            waitrose graphics Design-   Waitrose                        Clock Creative picked up a Bronze at the Roses for                      Lumen won a red dot Award for its pack design for
     H&A graphic Design        Highland Experience tours    Packaging team                                             its work with Fostering Solutions, and were announced                   Prelius wine.
                                                                                                                       Agency of the Year at the How-Do Awards.                                 Imagination have been busy, winning Silver in the uK
    the Gold, Silver and Bronze status of each entry, and the winner of the ultimate Grand Prix for 2010, will          Reach was celebrating after picking up a Gramia                        Event of the Year at IVCA Awards, Best Annual Report
    be announced at the glamorous Awards evening on 17 February 2011 at the Brewery, London.                           award for its packaging work for Lyons Seafood.                         at the International Business Awards and four silvers for
    Also announced will be the winner of the hotly contested top of the table Award for the consultancy with            Cubic picked up a CIPR Excellence Award for its                        Focus, Edge, Edge animation and mKX, plus a Bronze
    the highest number of wins over the past three years. Elmwood currently hold the title, leading Pearlfisher        work on ldr magazine.                                                   for the animation in Fiesta at the uS telly Awards.
    by 10 points. for tickets, contact natalie@dba.org.uk

DBA//insight_issue_16 autumn_2010
viewpoint                                          What do you want to                                                                                                                                                      interview
                                                   be when you grow up?

              ?                                                                                                                                                                                                Mat
                                                                                Marianne garbutt
                                                                                CEO, Lowd and Klea

                                                                                “When I grow up
                                        Abigail Pitcher                         I wanna be famous
                                        Director, Barlow Doherty                I wanna be a star                      DBA: what made you become                 AfTeR 15 yeARS AT IDeO, MAT HuNTeR IS
                                                                                I wanna be in movies                   a designer?                               CHIef DeSIgN OffICeR AT THe DeSIgN
                                        “What do I want to be when I            When I grow up                         From the age of ten I spent most          COuNCIL – AND He’S NeVeR BeeN HAppIeR.
                                        grow up?                                I wanna see the world                  of my spare time designing and            DIVeRTeD fROM STuDyINg SCIeNCe By THe
                                        Aged 10, I would have replied ‘an       Drive nice cars                        making furniture but, having
                                        archaeologist’.                         I wanna have groupies                  studied the sciences at A-level, I
                                                                                                                                                                 puLL Of CReATIVITy, He NOW AppLIeS HIS
                                        Aged 20, I would have replied ‘the      When I grow up                         thought I would do a mechanical           ANALyTICAL MIND TO THe CHALLeNge Of
                                        Prime Minister’.                        Be on TV                               Engineering degree. While touring         pROBLeM SOLVINg THROugH DeSIgN
                                        Aged 30, I would have replied ‘the      People know me                         Durham university, I saw young

                                        owner of a design business’.            Be on magazines                        men in white lab coats watching           in this world, it was all new to me.    at the RCA 1993-1995. not only
                                        Today, aged 44, my reply is ‘rich’.     When I grow up                         the vibrations of a steel joist via an    not only was it all very complex        did it stretch my thinking and craft
                                        That’s why I do the Lottery.”           Fresh and clean                        oscilloscope… and at that point I         but I realised that after 15 years at   towards a more pioneering role for
                                                                                Number one chick when I step out       knew that I wanted something else.        IDEO it had been a long time since      design than my Industrial Design
                                                                                on the scene.                          DBA: Do you miss being part               I had learned so much at breakneck      degree had, but I graduated at a
    ross Shaw                                                                   Or perhaps… a zoologist.”              of a consultancy? no. What I              speed. DBA: which pieces of             time when the world was desperate
    Design Director, Roundel                                                                                           enjoy is the challenge of working         design have you admired in the          for interaction designers. my first

                                                                                                                       out how interesting challenges can        past ten years? In chronological        job out of school was for one of the
    “When I grow up I want to be…                                                                                      be met through design. the Design         order: 2004 StreetCar, designed         most celebrated design firms in the
    a brave explorer, charting new                                                                                     Council gets approached by people         by Live|Work – a great piece of         world, based in San Francisco –
    lands;                                                                                                             (usually government people) with          service design that made a complex      how cool is that? DBA: what did
    the world’s first Brummie                                                                                          the most amazing challenges and           system appear simple; 2007 Apple        you want to be when you grew
    astronaut;                                                                                                         then we collaborate with designers        iPhone – gargantuan leap forward        up? I don’t think I’ve ever had a
    a record-breaker with Norris        russ Hodgson                                                                   to find solutions. I love the fact that   in user interface; 2009 Southwark       vision of what or who I wanted to
    McWhirter (RIP);                    Creative Director, Point 6 Design                                              my potential design team is now           Circle by Participle – a whole          be – and I still don’t. I just focus
    a dashing racing driver, breaking                                                                                  infinitely large. DBA: what was           new world of design for social          on doing what I love, finding new
    ladies’ hearts;                     “At 17 years old, Point 6 is an         Paul Dymond                            the biggest lesson you learnt             enterprise. DBA: what’s been            challenges and seeing where
    a heroic fireman with nerves        excitable teenager. So what do          Partner, Zeal Design                   while at iDeo? I learnt that an           your proudest achievement?              they lead me. I am driven to do
    of steel;                           I want to be when I grow up?                                                   amazing team is the difference            I know this is going to sound a         things excellently but am not driven
    a wild artist who breaks all        Ask me in four years. Meanwhile,        “When I was 12 I wanted to be a        between brilliant success and             bit daft, but right now my biggest      to achieve any particular goal or
    the rules;                          I’ll carry on acting like a teenager,   graphic designer. I didn’t know        failure. Great teams require great        achievement is to be where I am. It’s   status for myself. n
    a guitar-slinging rock star         and so I suspect will the rest          what it meant but I was good           talent and great collaboration – they     quite something to quit the place
    with the big attitude and hair
    to match;
                                        of the Point 6 team – getting
                                        excited about all things design
                                                                                at drawing and it sounded cool.
                                                                                There are easier, less stressful
                                                                                                                       live within a highly empowered
                                                                                                                       culture where hierarchy is as
                                                                                                                                                                 you joined as an intern and left as
                                                                                                                                                                 a partner – and to find yourself
                                                                                                                                                                                                           An amazing
    sketching and painting during
    endless days;
                                        and enthusing about creativity
                                        generally, then turning that into
                                                                                ways to scratch a living, but how
                                                                                many are so fulfilling? I love the
                                                                                                                       minimal as possible in order to
                                                                                                                       allow the best ideas to thrive.
                                                                                                                                                                 happier and deeply engaged in what
                                                                                                                                                                 you are doing and learning so much.
                                                                                                                                                                                                           team is the
    just a little bit taller;
    open to everything;
                                        hard-working, effective branding,
                                        packaging and communications
                                                                                challenge that a new project brings,
                                                                                gaining knowledge and working
                                                                                                                       DBA: what was your biggest
                                                                                                                       challenge when you joined the
                                                                                                                                                                 I am proud to have successfully
                                                                                                                                                                 negotiated that tricky mid-life
                                                                                                                                                                                                           difference between
    delighted by simple things;
    free… able to think like a kid.
                                        for our lovely clients. That’s
                                        what feels good right now, so
                                                                                in an industry where vision and
                                                                                imagination are so abundant. So,
                                                                                                                       Design council? my biggest
                                                                                                                       challenge was to learn about the
                                                                                                                                                                 manoeuvre! DBA: who or what
                                                                                                                                                                 has been your single biggest
                                                                                                                                                                                                           brilliant success
    What good is life without
    imagination and possibilities?”
                                        why change it? Maybe I don’t
                                        want to grow up.”
                                                                                I guess I still want to be a graphic
                                                                                designer when I grow up.”
                                                                                                                       world of government. While various
                                                                                                                       of my family members had moved
                                                                                                                                                                 influence? It would have to be
                                                                                                                                                                 studying Computer Related Design          and failure
DBA//insight_issue_16 autumn_2010
DBA//insight_issue_15 spring_2010
business specifics

        DBA experts
                  answer your
        Q        : How do I raise the quality of our creative
                                                                                                           Q   : Our design business is built on a partnership
                   output so we can compete with confidence in                                                   of two. How can we safeguard our company in the
                   today’s new creative age?                                                                     event that something happens to one of us?

                       A As all creative businesses master the management skills and techniques                   A Business continuation can be a particularly severe problem in a partnership
                     required to run a successful agency and everyone today is considered ‘creative’,            or close company operated by two key people. they are like two people on a
                     it will leave most agencies with this creative silver bullet question. this a               see-saw: they balance, but if one gets off, the other falls off. Yet that’s exactly
                     daunting task at the best of times and even more of a challenge when you                    what will happen if you can’t afford to buy out their share. If your business
                     consider that the true creative thinker is still a law unto themselves.                     partner/co-director died, what salary would you continue to pay his widow? It is

                                                                                                                 my job to keep the other person on the see-saw.
                     Finding those lone creative guns to take your agency to the next level will be no
                     quick fix whether you are an established international agency, an owner/creative            With what I call ‘see-saw’ assurance, it’s best to use life insurance money. While
                     director who is now having to deal with more of the key issues in their growing             you may be paying, say, £100,000 for your partner’s share, you pay very little for
                     business, or the founding partner who has decided to move on.                               that £100,000. A man can live on credit but when he dies, someone needs cash.
                                                                                                                 It may be the death of his keyman, or a partner or a shareholder; it takes money
                     no amount of training will teach you how to access the part of your brain                   to assure business continuity and prevent liquidation.

                     that houses your intelligence/imagination and take it to a higher plain. the
                     big question if you are business owner or manager is: are your organizational               there is a simple solution and it works like this:
                     structures and procedures helping fuel or kill off great ideas? Because if they             Partner A takes out a life assurance contract on Partner B. Partner B does the
                     are, get ready to change your thinking along with the rules of engagement.                  same for partner A. this can be for any amount to cover 50 per cent of the
                                                                                                                 value of the business for example. these contracts are written in trust for the
                     Sadly, we are not all creative – not at this level. Brainstorming and teamwork              beneficiaries so that if one of the partners dies there is an amount of capital
                     won’t guarantee you groundbreaking ideas: great ideas are usually the vision                equal to the value of his share available to go to their widow/beneficiaries.
                     of an individual working out of sight of the ideas killers. Lone creative guns are
                     different from other people and need to be managed in a different way. they                 now I am aware that there are myriad different set-ups with companies and
                     need managers and a management system that cares about the creative results.                partnerships, and that it can be confusing to even start looking into this type of
                     the trouble for most people is that these lone guns can be hard work as they                solution, but I trust that I have given you something to think about.
                     can be late and unpredictable, to name just two areas of conflict.

                     the killer question you have to consider if you want to take your creative                  James Maher is a DBA Expert and Director at Foot Davson Financial Advisors,
                     business to new heights is: do you put creative ideas first over everything –               who specialise in financial planning. His 30 years of experience span a cross-
                     service and the factorization of the creative process? I would suggest a good               section of industry sectors, with a specialism in pensions and tax planning.
                     starting point is to have a brilliant creative visionary on board who has more than
                     a financial stake in the business and, like a world-class football manager, knows             The DBA experts Register is made up of experts covering all manner of
                     how to spot and, more importantly, manage seriously talented people.                          specialisms, and they are all accredited by the DBA. they understand the
                                                                                                                   design industry as well as their specialism so you can be assured that the
                                                                                                                   help you get is the best available. If you have an issue you would like to
                    Rod Petrie is a DBA Expert and Creative Business Coach. In 1986 he became                      discuss with a DBA Expert, give Adam a call on 020 7251 9229 or drop
                    a founding partner and Creative Director of Design Bridge and worked on                        him a line at adam@dba.org.uk and he will put you in touch with a DBA-
                    some of the world’s most famous brands for more than 30 years. Since 2005                      accredited expert who fits your needs.
                    he has been working in the creative sector supporting and motivating people.

DBA//insight_issue_16 autumn_2010
members extra

    Design Business
    Association Directory:
    A better way to buy design. Designed by
    the people who do fOR NeARLy 25 yeARS, We’Ve BeeN
                                                    SuppORTINg AND ADVISINg OuR
                                                    DeSIgN CONSuLTANCy MeMBeRS.
                                                    NOW We’Ve CReATeD THe DBA
                                                    DIReCTORy TO MAke DOINg
                                                    BuSINeSS eVeN eASIeR – fOR
                                                    MeMBeRS AND THeIR CLIeNTS

                he Design Business Association
                was founded in 1986 to promote            There was a need                                  Cisco and Standard Life – that businesses
                                                                                                            were struggling to track down the right
                                                                                                                                                           A fRee SeRVICe THAT COuLD SAVe
                professional excellence within
                the design industry. As we                for a new approach                                suppliers of design services in an efficient
                                                                                                            and timely manner.
                                                                                                                                                           the Directory provides three levels of
                                                                                                                                                           information on DBA members, from the
                approach our silver anniversary                                                                                                            basic facts about the business through to
    year, our membership consists of hundreds             to procurement                                    HOW THe NeW DBA DIReCTORy                      detailed financial data. For clients, it’s a service
    of design consultancies throughout the uK,                                                              WORkS                                          provided free of charge by the DBA. And for
    including many of the brightest and most              business – we’re actively building a bridge       Working together, we have developed a          our members, it’s included in their annual
    respected names.                                      between the two parties.                          best practice                                  subscription. So, there’s no toll to cross the
       Over the years, our main focus has been
    on helping our design consultancy members             LISTeNINg TO OuR MeMBeRS AND
                                                                                                            Request for
                                                                                                            Information/        Client organisations       bridge, in either direction.
                                                                                                                                                              We know that client organisations can
    to professionalise their businesses and
    maximise their potential. We’ve done this in
                                                          OuR CLIeNTS
                                                          How did we know there was a genuine need
                                                                                                            Qualification       can often spend            often spend months compiling a shortlist of
                                                                                                                                                           appropriately qualified design consultancies.
    a wide range of ways, from providing training
    programmes and business advice, to organising
                                                          and desire for a completely new approach to
                                                          the design procurement process? Because the
                                                                                                            and worked          months compiling a         Similarly, our members frequently groan about
                                                                                                                                                           the tens of thousands of pounds it costs them
    overseas trade missions and exploring                 people involved, on both sides, told us so.       with our 400                                   to get on pitch lists. At a stroke, the Directory
    opportunities in international markets.                  For years, our design consultancy members      plus members        consultancy shortlist      will massively reduce these very significant
       One of our key objectives has always               had been reporting serious problems with the      to collate all the                             costs. In fact, we believe that, in total, it could
    been to help build stronger and better                increasingly stringent demands made upon          necessary information in our new Directory.    save clients and design consultancies millions
    relationships between design and business.            them by potential new clients.                       this means that design buyers looking       of pounds a year.
    But what’s new is our role as a dynamic force            At the same time, we learned from our Client   for an agency can now go online and assemble      the key benefit offered by the new DBA
    for change, working closely with both sides.          Advisory Group – made up of leading design        a shortlist of suitable procurement-ready      Directory? It’s simply expressed: major
    We’re no longer simply representing design to         buyers from companies such as Waitrose, Bt,       consultancies in just a few clicks.            time and cost savings, on both sides. n

DBA//insight_issue_16 autumn_2010                                                                                                                          Visit the Directory at www.dba.org.uk
client liaison

                                                                                                                                  “I interview hundreds of clients on behalf
                                                                 JONATHAN kIRk, DIRECtOR OF                                                                    Start from the
                                                                                                                                  of agencies, either to monitor the health of
                                                                 uP tO tHE LIGHt, ADVISES A
                                                                 WIDE RAnGE OF AGEnCIES AnD                                       existing relationships or to premise that ‘you
                                                                                                                                                               ascertain why an
                                                                 PROFESSIOnAL SERVICES FIRmS                                                                   only get given
                                                                                                                                  agency lost a pitch. These interviews are a
                                                                 On ALL ASPECtS OF BuSInESS
                                                                 GROWtH. HERE, JOnAtHAn                                                                        one chance’
                                                                                                                                  treasure trove of useful advice so I’ve condensed
                                                                 tELLS uS HOW tO GROW CLIEnt
                                                                 RELAtIOnSHIPS IntO PItCH WInS                                    some of this material into key points.”

                                Dazzle don’t dip
    Developing clients                                                                                                          Winning pitches
    1                                                            4                                                              1                                                              4
             ASk fOR BuSINeSS                                             Be pROACTIVe                                                   WHAT DO yOu THINk?                                             IS IT eNTeRTAININg?
             Interviews often reveal an under-utilised client              “Be more proactive” is a familiar client comment.             Clients want to know what you think. If you                    not in a flippant way, but is there an element

             ally – ‘If they asked me to introduce them to X               they tend to view this in two ways. Firstly, being            are one third of the way into a presentation                   of theatre, dynamism and panache? marjorie
    then I’d be happy to do that but they’ve never asked.”       proactive within the project. this involves such things as     and you’ve only talked about yourselves, regurgitated          Scardino, Chief Executive of Pearson, says, “these days
    Clients understand that agencies want to develop             flagging up a budget issue, not waiting for the client to      the brief and replayed information that the audience           there must be some degree of entertainment value in
    business so when you are not asking for introductions        bring it up, or pointing out a better route to achieving       already knows, then it’s too late. Give your views and         everything you do.”
    and enquiring about new opportunities, they can start        the same objective. Secondly, being proactive about            opinions. It’s what the client is paying for. What is your

    questioning your levels of interest and ambition.            the client’s overall business. this is about business-         core advice? State your big thought right at the outset.                DeMONSTRATe THOugHT
                                                                 generating ideas, monitoring your client’s competitors,        the rest of the presentation should prove that assertion.               pROCeSSeS BeHIND CReATIVe

             DON’T fORgeT TO pReeN                               making relevant analogies with other markets and                                                                                       CONCepTS

              One client told me that she knew less about        sharing knowledge. A recent client comment was, “my                      DON’T Be AfRAID TO BReAk THe                         Clients are used to seeing concepts that appear highly
              her incumbent agency than other agencies she       agency obviously has lots of insights and learning from                  RuLeS                                                finished and sometimes it’s difficult for them to truly
    had never worked with. most clients appreciate a certain     other markets but they don’t share it with me.”                           It is uncanny how often the winning agency is       appreciate the thinking behind a concept. try breaking
    level of preening from their agency – client wins, awards,                                                                  the one that didn’t stick to the letter of the brief. they     out of highly finished concepts into sketches and

    articles, case studies, newsletters. It communicates                  uNDeRSTAND THe ORgANISATION                           were the agency that showed the client another way of          drawings to show how you got to that concept. Show
    success and helps educate clients as to your true skill                many agencies talk about getting under the           looking at the problem – “they went against what we’d          a route that you started to go down and then rejected,
    set. there is nothing worse than being overlooked for                  skin of the brand. However, getting under the        said in the brief but the more we saw, the more we liked       and explain why you rejected it. most clients want to buy
    projects that you are capable of delivering.                 skin of the organisation behind the brand can be just as       it.” most clients don’t just want brief takers. they want to   into a rationale, not just the picture they like the most.
                                                                 important for the client. When clients are asked to list       be constructively challenged.

             Be CONSISTeNT                                       the things that the agency has to do well for them, the                                                                       www.uptothelight.co.uk

              Compared to professional services firms,           criteria by which they judge the agency, ‘understanding                 DON’T LeAVe THeM CONfuSeD
              design consultancies can be notoriously            our organisation’ is one of the most common responses.                  Highly intelligent presentations that raise lots
    inconsistent with events, seminars and newsletters. I        this means the internal politics and culture of the                     of questions and issues are impressive but can
    recently interviewed clients of a leading law firm who       organisation, knowing which battles to fight and which         run the risk of compounding client confusion. Clients
    all favourably mentioned the firm’s ‘Breakfast Seminars’.    battles you will never win.                                    find it easier to buy clarity and clear advice, so don’t
    the firm had been running these for years, without                                                                          leave them more confused than you found them.
    fail. Compare that to the design consultancy newsletter
    that fades away after the third attempt or the one-
    off event that seemed like a good idea at the time.
    Consistency is vital.
                                                                                                                                   Jonathan is a DBA expert. If you would like to
                                                                                                                                   have a chat with him about your new business
                                                                                                                                   approach visit www.dbaexpertsregister.org.uk

DBA//insight_issue_16 autumn_2010
 exporting success

                                                                                                              cHooSing A MArKet AnD MAKing it worK

                                                                                                              paul priestman                           Robin godfrey                          Anthony pierce
                                                                                                              Paul is a director of                    Robin is the head of                   Anthony is the Vice
                                                                                                              Priestmangoode and                       the British Chambers                   national Chairman of
                                                                                                              heads up product,                        of Commerce’s Export                   the Institute of Export &     >
                                                                                                              transport and environment                marketing Research                     International trade.
                                                                                                              projects for clients such                Scheme, providing support
                                                                                                              as Airbus, Embraer, Bt                   to would-be exporters
                                     RECESSIOn OR RECOVERY, OnE WAY tO GROW                                   and nCL. He is a former                  on behalf of uK trade &
                                     YOuR BuSInESS IS tO LOOK FuRtHER AFIELD                                  president of the Design                  Investment.
                                     FOR CuStOmERS. AnDrew SUMMerS,                                           Business Association.
                                     CHAIRmAn OF DESIGn PARtnERS, COnSIDERS
                                     WHY nOW JuSt mAY BE tHE RIGHt tImE FOR                             1. Companies must consider the ideal region               think through the process also commonly fail to
                                     DESIGnERS tO SPREAD tHEIR CREAtIVE WInGS

                                                                                                        or country to export their services through such          successfully work with clients abroad. pp
                                     ABROAD. BELOW, OuR EXPERtS OFFER ADVICE                            tools as market selection. this involves a business
                                     On HOW tO mAKE tHE JOuRnEY WORtHWHILE                              owner placing 20 target countries on a board              5. Research and visiting the country should be done
                                                                                                        split into four quadrants, divided between the            before committing resources and service offerings to
                                                                                                        big and small markets, then again between those           specific regions. Rg

Many companies                                                                                          that are easy or difficult to enter. the idea is to
                                                                                                        concentrate first on the easy target markets, most        6. the importance of understanding the nuances

                                     The UK has a long-standing      the coming months they             often Ireland and the netherlands for uK-based            of any culture is necessary. One tool resides with
 have found that                     reputation as a centre          are organising a strong            companies. Often, only experienced exporters              consulate offices, which can provide cultural training
                                     of design excellence and        programme of trade missions        should consider the difficult markets, such as the        for a small fee. Interpreting services within visiting
  working for an                     innovation. Although Europe     to Korea (7-11 December),          uS and China. Robin godfrey                               countries can also be useful. pp
                                     and the United States are       Taiwan (13-17 December)
  overseas client                    currently the major markets     and India (13-17 December).        2. travelling and international exposure can have         7. Being bold is important, but you may then have
                                     in which UK designers are       Each of these missions is          benefits; for instance, talking at international          to be creative to solve the cross-border problems.
makes them more                      operating, there is growing     linked to a major design           conferences can help to develop links with potential      Regional business activities and processes must be
                                     interest in Asia, especially    event in the market.               clients. paul priestman                                   considered and adapted to. pp
     competitive                     China, and in the Middle
                                     East. In Asia, product design
                                                                     Many companies have found
                                                                     that working for an overseas       3. the most common mistake made by companies              8. Distribution channels often differ between countries
                                     and branding are most in        client makes them more             is that they export services for clients and not for      and regions. Strategies and design services must be
                                     demand. In the Middle East,     competitive overall as it forces   their own organizations. A company will get an            relevant to the country receiving these messages.
                                     it’s branding, communication    them to refine their offer. So     email from someone in new Zealand and then                Anthony pierce
                                     and interior design.            for those companies not yet        rationalise why they should set up an operation
                                     But it can take years to        exporting now could well be        over there. In fact, the person has contacted             9. Long-term planning within new markets is
                                     understand and develop          the time to start doing so.        them from new Zealand because they are interested         necessary in order to create a presence within the
                                     many markets. It’s worth                                           in their own business, not the company in the uK,         country. A business must establish itself and not rely
                                     finding out about the           For more information on the        so if that company then goes to new Zealand, they         on its one or two clients. Rg
                                     help available from the         uK trade & Investment trade        will be doing it for someone else. Rg
                                     Government through UK           missions, please contact                                                                     10. taste is often linked with the culture of the
                                     Trade & Investment (www.        creative@uktradeinvest.            4. many businesses fear things like language barriers,    market. Desktop research will only take you so
                                     uktradeinvest.gov.uk). Over     gov.uk                             local regulations and non-payment in regards to           far: visits or employing an informed local will take
                                                                                                        exporting services. Businesses that fail to properly      you further. Ap

 DBA//insight_issue_16 autumn_2010
exporting success                                                                                                                                                                               project focus

         Paul Priestman’s five essentials for making
                  overseas business work
                                                                An engliSHMAn in new yorK

                                                                Jonathan ford, creative Partner                                                          UilDing:
                                                                                                                                                         A BrAnD
                                                                of Pearlfisher, shares the lessons
                                 1.                             he learnt when the company
          travel to meet new clients, then go back and see      expanded abroad
          them again and again. Successful export is about
                     forming long relationships.                In 2005, Pearlfisher established
>                                                               a studio in new York. Why new
                                 2.                             York? We knew our market and had
    2.      Stay with it, don’t expect business straightaway.   ‘in country’ experience before we

                                                                established a base there. Initially, we
                                 3.                             recruited a former client as an agent                                      ould clients buy your
           never arrive thinking you know better. Good          for us – a stepping stone to                                               services if they just walked
     relationships are collaborative and export success is as   a permanent base. After two and                                            round your office? For an
            much about what you learn from the client.          a half years of growing the uS                                             industry that preaches
                                                                business, the demand for a local                                           differentiation, distinction
                                 4.                             creative presence dictated the step                 and design, most branding and design

         Learn about the cultural differences and adapt your    to a full time ‘physical’ studio.                   agencies seem to seek safety in a generic
                approach with sensitivity accordingly.             then the endless decisions                       building archetype. A bit of IKEA, a lot of white      CLICHéS, COLDnESS, CARICAtuRE…?
                                                                started… Do we take staff from                      paint; if possible, a touch of exposed brickwork;      AnDrew Doyle, CHAIRmAn At
                                 5.                             Pearlfisher uK? Relocation                          something classical, something modern,                 HOLmES & mARCHAnt, BELIEVES
     Bring your skills to benefit the customer. Like all good   packages? Are we now one business                   tasteful messiness…                                    tHAt DESIGn COmPAnIES SHOuLD
        business, always put the customer’s needs first.        or two? Where do we start looking                      Our previous owners wanted us to leave our          tHInK CAREFuLLY ABOut HOW
                                                                for local staff? Where do we want to                Georgian townhouse because they felt it said           tHEIR CREAtIVE SPACE REFLECtS

                                                                be located? Rigorous planning                                                             too much         tHEIR CuLtuRE
                                                                is essential – but not planning for
                                                                the planning time can be a huge
                                                                                                          If your building reflects                       about us
                                                                                                                                                          – particularly   covered with them, reminding everyone about
                                                                drain on resource.
                                                                   Invest in the right people with            your brand, staff will                      about our
                                                                                                                                                          fees! A
                                                                                                                                                                           creativity. A colleague fondly remembers a
                                                                                                                                                                           visual richness about Pentagram’s offices –
                                                                cultural and leadership skills who
                                                                buy into your brand of design – this          better communicate                          300-year-old
                                                                                                                                                          building can
                                                                                                                                                                           filled with collections of artefacts.
                                                                                                                                                                               Opposites are easy to find. For example, the
                                                                is important otherwise, over time,                                                        be a pain        ad agency literally all in grey, with rules
                                                                disconnection and division arises.              your brand values                         when it          prohibiting personal items like photos. Or the
                                                                Finding great people is one of the                                                        comes to It,     design company that communicates its
          Invest in the right                                   hardest tasks. When you do, motivate                heating and communications. But it is different.       international status by having ‘welcome’ written
                                                                them and involve them, give them                    It gets talked about and aims to say good              in 15 languages on the reception wall – surely
          people with cultural                                  some rope… But keep practical                       design lasts a long time.                              rather unsubtly saying ‘we are great at clichés’
                                                                control of the key business-building                   And it’s not just the bricks and mortar. A          rather than anything more profound.
          and leadership skills                                 facets. then their own identity
                                                                emerges and success will naturally
                                                                                                                    client doesn’t want cock-ups on ‘back of pack’
                                                                                                                    artwork. they expect attention to detail. I have
                                                                                                                                                                               A bit of research among colleagues and
                                                                                                                                                                           sparring partners reveals a few more highs and
          who buy into your                                     follow, but always in support of
                                                                an overall vision.
                                                                                                                    a particular obsession with ensuring that the
                                                                                                                    lines in our car park are freshly painted – as
                                                                                                                                                                           lows. Pearlfisher brilliantly landscapes the front
                                                                                                                                                                           of their building, providing a communal outdoor
          brand of design                                          Pearlfisher Inc now has a real
                                                                sense of local and hands-on private
                                                                                                                    the car park is the first physical contact most
                                                                                                                    of our clients have with our business.
                                                                                                                                                                           area and a welcome before you are through
                                                                                                                                                                           the door. A great idea.
                                                                ownership. We’re benefiting from a                     Also, if your building reflects your brand,             the raison d’être of a design business is to
                                                                richer diversity of creative work and               then your staff will get it and better                 create something original, intriguing and
                                                                cultural swaps but still operating                  communicate your brand values. Radley Yeldar           desirable. If you want all these things to show
                                                                culturally as one company. n                        uses doodles as a visual expression of the             in your design, why not start with applying them
                                                                                                                    moment of creativity. And their building is            to the building you’re in? n

DBA//insight_issue_16 autumn_2010
  event review                                                                                                                                                                                                                   events

              transforming ourselves
                                                                                                                            DeSign SyMPoSiUM nortH 2010                       Advanced
                                                                                                                           thursday 25 november, Liverpool John moores        You’re making presentations regularly and are
                                                                                                                           university’s Art and Design Academy                confident about doing it – now you want to take
                                                                                                                                                                              your skills to the next level and become a truly
                                                                                                                           Design Symposium north 2010 returns with
               BACK In SEPtEmBER, ricHArD eiSerMAnn, StRAtEGIC                                                             an impressive line-up of speakers and events
                                                                                                                                                                              expert and engaging communicator.
               DIRECtOR OF PROSPECt, AttEnDED tHE DmI ‘tRAnSFORmInG                                                        guaranteed to appeal to creative professionals,    you’ll cover:
               DESIGn’ COnFEREnCE. HERE, HE REPORtS On SOmE OF tHE                                                         aspiring students and brand marketeers.            	 •	Preparing	so	you	get	the	response	you	want
               KEY FInDInGS FROm tHE DAY                                                                                      Among the programme of events, the DBA
                                                                                                                                                                              	 •	Signposting	and	pacing	for	maximum	effect
                                                                                                                                                                              	 •	The	use	of	visual	aids	and	equipment
                                                                                                                           will be running its ever popular Education
                                                                                                                                                                              	 •	Memory	aids	and	notes	for	different	types	

                                                                                                                           Seminar, this year with Ann Rimmer from Clock
                               his year’s Design Management              necessary to tackle them. Marshalling the                                                                 of presentations
                                                                                                                           Creative, Chris Conlan, mD of LOVE, and David
                               Institute (DMI) Europe Conference         resources of many different disciplines will                                                         	 •	Monitoring	feedback	and	adjusting	delivery
                                                                                                                           Palmer, Creative Director of LOVE, talking about
                               ‘Transforming Design’ was held in         be essential. Likewise Geoff Mulgan of The                                                           	 •	Eye	contact	for	engagement	and	credibility
                                                                                                                           the effectiveness of design.
                               London on 6-7 September. It provided      Young Foundation, who feels that designers                                                           		 •	Increasing	presence	through	body	language	
                                                                                                                              We will also be running our ‘How to punch
                     a multitude of perspectives on the changes          need to show much more humility in their                                                                  and vocal delivery.
                                                                                                                           above your weight’ session with Jonathan Kirk,
                     that design is undergoing and highlighted how       approach, by admitting that knowledge of          previously new Business Director at EHS            Tickets: DBA members £540+VAt / Standard
                     much further we have to go. There was a lot of      existing research and an understanding of         Brann and Fitch. Jonathan will be offering         £675+VAt
                     questioning as to why we are not being taken        history might serve us better than a constant     exclusive, insight-led advice.                     Details: www.dba.org.uk/training
                     seriously in the boardroom, not having more         pushing for the ‘new’. They argue that building

                     influence in business decisions.                    consensus makes change. We just need to           Tickets: DBA members £20+vat / Standard
                                                                                                                                                                               leArn froM tHe BeSt in DigitAl
                        Surely, one of the reasons is that design        be radical in our approach to inclusivity and     £25+vat
                                                                                                                           Details: www.dba.org.uk/events                     tuesday 16 november,
                     is a process, one that is always adapting. By       getting the best from teams.                                                                         8.30am to 10am, London

                                                                                                                                                                                                                                 autumn highlights
                     definition, we are hard to pin down. Nor do we         Ultimately, we will need to be comfortable

                     like to be. What we need to do as a profession      navigating the co-existence of extremes, as        PreSentAtion SKillS                               As the digital landscape is constantly shifting
                     is be comfortable with the constancy of change      Charles Bezzera of GAD’Innovation refers          Advanced: thursday 18 november:                    and evolving, it can be hard to keep up with
                     and enable everyone else to be comfortable          to our current condition. We find ourselves       9am to 5pm, London                                 developments. Award shows are a great
                     along with us. This does not mean we need           collectively facing a seemingly overwhelming      Improvers: thursday 9 December:                    barometer of where the industry is moving.
                     to re-invent ourselves – just be prepared to        assortment of issues, which Mat Hunter of         9am to 5pm, London                                 We’ll look at the most awarded and surprising
                     tailor and scale our interventions appropriately    the Design Council pointed out: “There is                                                            interactive work from this year’s D&AD, Cannes,
                                                                                                                           Shan Preddy, PREDDY&CO, returns this
                     to leverage the contexts we find ourselves          no money, we are getting older, the planet is                                                        One Show, Kinsale Sharks and Webby Awards.
                                                                                                                           winter to deliver her popular Presentation

                     operating in. One size has never fit all and that   warming up and war is everywhere.”                                                                   And we’ll pull out ten learnings you can start

                                                                                                                           Skills workshop. this time she offers a
                     is an adage confirmed by the conference.                                                                                                                 applying to your own work.
                                                                                                                           comprehensive day for improvers and a new
                        Two fundamental themes emerged. The first          Being kinder to                                 full-day programme for the advanced presenter.     What we’ll be covering:
                     is the divide between incremental and radical                                                                                                            	 •	See	the	most	creative	work	from	around	
                     innovation. How much should designers                 the environment is                              improvers
                                                                                                                           You already know how important presentations
                                                                                                                                                                                  the world
                     try to push the envelope of what business is                                                                                                             	 •	Understand	why	they	all	worked	so	well
                     doing? On one side were the incrementalists,          inspiring designers                             are – and you want to get better at them. this
                                                                                                                           hard-working, one-day workshop is for people
                                                                                                                                                                              	 •	Get	practical	lessons	that	you	can	start	
                     such as Mike Ganderton of LEGO and                                                                                                                           applying immediately.
                     François Lenfant of GE Healthcare, working
                     from the inside, aligned with the business
                                                                           to try harder                                   who are making occasional presentations
                                                                                                                           to clients and colleagues, and who want to         this breakfast is being delivered by Dave Birss,
                                                                                                                           improve skills and increase confidence.            who has been a lead digital creative at agencies
                     to take a measured, step-by-step approach              We need to work on developing a culture
                                                                                                                                                                              such as Ogilvy, Poke and mRm. He now runs
                     to implementing long-term change. On the            of design, one that creates the conditions for    you’ll learn:
                                                                                                                                                                              Additive, a consultancy that works closely with
                     other are the radicalists, such as Julie Mayer      innovation within either context, incremental     	 •	How	to	prepare	and	put	a	presentation	
                                                                                                                                                                              agencies and clients to incorporate digital
                     of Ariadne Capital, who see the design of           or radical. We must make proposals for living         together
                                                                                                                                                                              thinking more effectively into their work. He’s
                     game-changing business models as the key to         that roll historical perspective, future vision   	 •	Structuring	the	content
                                                                                                                                                                              on the IPA Behavioural Economics think-tank
                     transformation. Her thesis is that designers        and our current state into a seamless whole,      	 •	Using	visual	aids	and	equipment
                                                                                                                                                                              and on a personal mission to make the internet
                     must work outside the bounds of ‘conventional’      provoking, but not alienating, the audiences      	 •	Using	memory	aids	and	notes
                                                                                                                                                                              better for dyslexics.
                     business, but still stay mindful of the ecosystem   who we will be engaging. It is a high-wire        	 •	Eye	contact	and	body	language
                     that supports them.                                 act. But we still must push to make business      	 •	Voice	delivery	and	projection                  Tickets: DBA members £20+VAt / Standard
                        The second theme that surfaced from the          aware of the cultural opportunities that may      	 •	Dress	and	appearance                           £30+VAt
                     conference is a focus on the design of decisions.   have been overlooked. Michael Schrage of          	 •	Nerves	and	what	to	do	with	them.               Details: www.dba.org.uk/events
                     Elizabeth Pastor of Humantific argued that          MIT Sloan School of Management, who               Tickets: DBA members £490+VAt / Standard
                     SenseMaking is a key skill that designers need      argued passionately for designers to be bolder,   £625+VAt
                     to develop. We will never be able to address        may have the clue: “Innovation is not what        Details: www.dba.org.uk/training
                     the big issues if we cannot facilitate the teams    designers do, it’s what customers adopt.” n

  DBA//insight_issue_16 autumn_2010
Q&A                                                                                                                                                                                                    membership

                                                                                                            Member interview
                                                                                                            Dorothy Mackenzie, Chairman at

    what does Stratton craig do, in a                  what does co.efficient do, in a nutshell?            DRAGON ROUGE, tells us why she
    nutshell?                                          Everything else – all the non-design work. Our
    We specialise in written communications,           software looks after CRM, job management,            decided to join the DBA earlier this year

    helping brands to communicate through              scheduling, timesheets, accounts, client
    language using their own unique tone of voice      approvals, HR and we can do the payroll too.
    to engage with their audiences.
                                                       what can co.efficient offer to DBA
    what can Stratton craig offer to DBA               Members?
    Members?                                           Aside from a 20 per cent discount, we offer
    We provide a specialist team of writers and        software and services that deliver on the
    brand language experts, to help craft and          promise. Using our product, a DBA member             tell us a bit about Dragon rouge                             when the pace of work and the rate of change is such
    mould language that works across multiple          will have a single source of client/supplier/        Dragon Rouge is a consulting business working with           that it is too easy to become internally focused.
    communications, from tweets and press              prospect information available from anywhere,        brands across the areas of insight, innovation, strategy,
    releases to corporate communications and           be able to estimate, cost, schedule, track and       design and communication. We’re independent, with            Are there any DBA events or courses that have
    internal newsletters.                              invoice for work in a concise, efficient manner.     about 300 people worldwide and 50 based in London.           really stayed with you?
                                                                                                                                                                         Roger martin’s talk on Design thinking in April was
    what makes Stratton craig specialists              what makes co.efficient specialists for              what made you join the DBA?                                  exactly the type of challenging and stimulating event
    for the design industry?                           the design industry?                                 We felt that the scope of the DBA was broadening,            that the DBA should be running to ensure we are all

    We have worked with designers for more than        co.efficient was created in 1998 as a product to     from being primarily a provider of useful, practical         keeping up with thinking within the academic world.
    20 years, providing them with award-winning        meet the demands of flexible, multi-disciplined      services to member companies to being an                     It led to a rich discussion, and we have used many of
    copywriting to complement their designs. We        agencies who would rather create than                organisation with a mission to promote good practice         the core concepts in our own internal development
    pride ourselves on matching the best writer to     administer. Being founded by experienced,            around how business and consultancies work together.         sessions. Of course, many of our people have
    each project, depending on the specialism and      busy designers meant that co.efficient had the       this made the DBA more relevant to Dragon Rouge              benefited from excellent training in the basics of
    skill, which means copywriting projects cease      perfect resource to specify and test the software.   and we wanted to be a part of this new phase in the          project management, presentation delivery, etc.
    to be hit and miss.                                                                                     DBA development.

                                                       what’s the one piece of advice you                                                                                what piece of advice would you offer to design
    what’s the one piece of advice you                 would offer to all design consultancies              what difference has membership made to your                  businesses just starting?
    would offer to all design consultancies            about project management?                            business?                                                    It is more important than ever to make the effort to
    about copywriting?                                 It’s all about communication, accuracy and           We have been appreciative users of DBA training              really understand clients’ businesses and organisations,
    Get a copywriter in at the start of a project. A   control. Too many projects fall into difficulty      courses for a long time, and will continue to use            and the context in which they are operating. this will
    good writer will work closely with the designer    because of knowledge that is one step away           these. We have always tried to run a commercially            ensure that your perspectives and insights are well
    helping them to craft the concept and draw the     – like the knowledge that their client isn’t         smart business, investing in developing our people           founded and relevant, and will increase the likelihood
    key messages out.                                  paying invoices. Without a holistic view,            and building our expertise, and being a member of            of getting to the right solution more quickly and easily.
                                                       you aren’t doing enough.                             the DBA helps demonstrate our commitment to good
    who are the people behind the scenes at                                                                 business and professional practice. We anticipate            Any other comments on the DBA?
    Stratton craig?                                    who are the people behind the scenes at              that membership of the DBA will encourage us to              the DBA can provide a very important service to
    Darren Clare is our Managing Director with         co.efficient?                                        build our contacts and profile, and we look forward          members and to design users, through the DBA
    Harriette Hobbs as Client Director. We have a      Our client relationships are handled in the          to networking and collaborating with colleagues from         Directory and the associated drive to improve ways of
    number of proofreaders and Project Managers        main by Barry Watts and Melanie Buckley              other businesses.                                            working and relationships. It is a really good time to
    in house with a team of 20-25 specialist writers   who head up the sales and services parts of                                                                       participate in the DBA, as working together we can
    including a trained IFA and a trained solicitor.   the business respectively. The rest of the team      How important is it for you to be in a                       make a significant improvement in the way design is
                                                       covers everything from accounts, development,        community with other design businesses?                      valued and managed, at a time when it is in danger of
    what’s your favourite piece of design?             IT and management of the business, but it is         Even though we are one of the larger businesses              being commoditised.
    The Millennium Bridge – even if it does wobble     Barry and Melanie out front!                         within this territory, we are still a very small company
    a bit!                                                                                                  compared with the organisations we work with and
                                                       what’s your favourite piece of design?               seek to influence. By combining with others, we can          Do any of Dorothy’s comments strike a
                                                       John Van Hamersveld’s artwork for the cover          have a stronger voice with which to promote the value        business chord with you?
                                                       of Exile on Main Street, the Ferrari 250GT, the      of design in business and in many other important            to become part of the trade organization for you and
                                                       Millennium Bridge and – perhaps the making           areas of life. It’s also really important to keep in touch   your industry, contact John Scarrott on
                                                       a point of less is more – the Google home page.      with others, sharing insights and perspectives, at a time    020 7251 9229 or email john@dba.org.uk

DBA//insight_issue_16 autumn2010
news                                                                                                                                                                                                                    supporters

10 apps


                                                                               10 apps… supplied by Jonathan Harris,
                                                                               Creative Director of Harrisment and a DBA

                                                                               Bright Spark www.harrisment.co.uk

                … to sort out your work life                                                                                                                                                                    *
                                                                                                                                                                                                  lightbox *

    1.                                    4.                                          7.

4 6
              Pulse news Mini                        Bento (£2.99)                           v.A.t. calculator (Free)
    (£0.59)                               Bento on the iPhone lets you take           Does what it says on the tin: an
    If you want to make the most of       the functionality of your databases         easy VAt or Sales tax calculator.
    RSS newsfeeds, then this is a         with you. You need the desktop              http://bit.ly/c81ghe                    Materials and Design exchange (MADe)                      lightbox consulting
    great app for you. the layout is      version to make it work and you’ll                                                  Within the materials Knowledge transfer network           Lightbox Consulting specialises in advising design

                                            7 9
    similar to the BBC news app; it       still probably use iCal and Contacts,                                               (Ktn), the Design Exchange brings together the            companies in business planning and financial
    takes up to 20 news sources and
    presents them in a scrollable grid.
                                          but if you’re using the project
                                          managements and other databases
                                          in Bento on your desktop then this
                                                                                      8.   goodreader for
                                                                                      iPhone (£1.19)
                                                                                                                              communities of design and materials technology
                                                                                                                              in order to stimulate innovation, promote the
                                                                                                                              transfer of materials knowledge and improve the
                                                                                                                                                                                        management. Gary Baxter, who spent eight years
                                                                                                                                                                                        as Finance Director of the Partners, has more
                                                                                                                                                                                        than 25 years’ experience and brings clarity, giving

                                          can be invaluable on the road.              Lets you read and manage your           competitiveness of uK business. the Design                ‘non-financial’ owners confidence in their ability to
                                          http://bit.ly/cq1gyJ                        PDFs, both through itunes and           Exchange is funded by the technology Strategy             take management decisions. Lightbox Consulting

    2.  AppBox lite (Free)/
    AppBox Pro (£0.59)
                                          However, if you just want a simple
                                          task manager, you could try the free
                                          SeizetheDay app.
                                                                                      over servers and Google Docs.
                                                                                      Also see the equally good PDF
                                                                                                                              Board and forges links between product designers
                                                                                                                              and other sectors of the Ktn concerned with
                                                                                                                              composites, smart materials, technical textiles, metals
                                                                                                                                                                                        has also developed its own web-based software
                                                                                                                                                                                        product for small design companies, enabling them
                                                                                                                                                                                        to professionalise the financial aspects of project
    A veritable Swiss army knife of       http://bit.ly/97Msu8                        Reader (£0.59).                         and polymers, and the full range of modern materials.     management. ‘Lightbox’ is up and running in an hour
    apps for your iPhone. Before                                                      http://bit.ly/cnIxsp                    www.iom3.org/MADe                                         and affordable for even the smallest company.

    you go and collect ten plus apps                                                                                                                                                    www.lightboxontheweb.com
    to help with daily tasks and
    productivity, you’ll find them all
    here in one handy package. Save
                                          5.   Adobe Photoshop
                                          express (Free)                              9.       tweetDeck (Free)
                                                                                                                              Paprika Software
                                                                                                                              Paprika is a fully integrated job costing and
                                                                                                                              accounting system. With straightforward data
                                                                                                                                                                                        co.efficient is job management software designed for
    money, save space.                    A version of Photoshop that lets            Probably still the “daddy” of twitter   entry and reporting capabilities, Paprika allows you      creative companies. the screens have been created
    http://bit.ly/9Za45c                  you tweak and improve your shots.           apps on the iPhone. Can also            to handle projects with ease, from estimating to          by designers so the software is intuitive, simplifying
                                          If you want more functionality, you         integrate with Facebook and             work scheduling and resource planning, time and           job management and placing all job-related data
                                          should ask yourself why you’re              Foursquare.                             expense recording, through to client billing. Paprika     in one place, allowing access from both macs and

    3.        myPAntone™ (£5.99)
    Gives you the ability to access the
                                          doing this on a iPhone…
                                                                                      See also twitterrific
                                                                                                                              runs on both mac and PC and is offered with a
                                                                                                                              comprehensive installation, training and support
                                                                                                                              service. With more than 25 years’ experience of
                                                                                                                                                                                        PCs. co.efficient software has helped thousands
                                                                                                                                                                                        of creatives over the past 10 years: we believe in
                                                                                                                                                                                        enabling you to focus on the creative side of your
    PAntOnE™ colour libraries and                                                     and HootSuite.                          implementing integrated systems, we understand the        business – the fun part!
    build colour palettes that you can
    share on the fly. Create schemes
    from photos from scratch: it will
                                          6.    Pug time tracker
                                                lite version (Free)
                                                                                      http://bit.ly/9d2ogp                    issues faced by project-based organisations.

    give you RGB and Hex but is           eternity time log (£5.99),                                                          Bluefin
    missing (and it’s a big omission)     lite version (Free)                                       the typography            Bluefin are experts in providing carefully designed
    CmYK breakdowns. Fingers              time management apps that                   Manual (£2.39)                          insurance solutions for commercial businesses and
    crossed for the next update.          capture your time and activities            Pretty much the five-star app for       individuals. We employ about 3,000 staff in more than
    http://bit.ly/dayRbJ                  and export to familiar formats for          typography. History, background         100 offices across the uK and have the backing of
    If you don’t need the PAntOnE™        reports and billing. useful if you          and many useful resources.              AXA uK – one of the largest insurance and financial
    element, then have a look at          want an accurate record of your             http://bit.ly/bxnmj7                    services companies in the world. this means we are
    cliqcliq Colors which does give you   business days, weeks, months…               See also the developer Justin           able to provide a local service to our clients combined
    CmYK for only £1.79.                  http://bit.ly/dyfylv                        Stahl’s the Font Game (£0.59).          with the strength and stability of a national broker.
    http://bit.ly/aN9tRg                  http://bit.ly/cH8igw                        http://bit.ly/cplRWr                    www.bluefingroup.co.uk

DBA//insight_issue_16 autumn_2010
the new DBA
Directory has
How many hours do you spend filling out PQQ’s? Do you
avoid going for tenders because of the amount of work
involved? Or perhaps you’re all set and want to make sure
clients know who you are, and what you can do for them?

the new DBA Directory has been developed by clients to
guide design buyers to the right design businesses and fast
track the procurement process. It holds all your PQQ level
information securely for you. If you don’t have that information,
we’ll help you to create it.

Save time, money and improve your chances
of winning new work.

to find out more call John Scarrott on 020 7251 9229
Or email john@dba.org.uk


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