Designers are consultants too

At last, some real coverage for the design industry in a national marketing publication. Congratulations to Marketing Week, and the same to WPA Pinfold whose design survey (MW February 12) certainly unearthed a few meaty issues.

Not least was the fact that over half of client companies still view design as a service rather than as part of the consultancy process. What a shame.

Designers are rarely involved in the strategic planning process, which can impact not only on the effectiveness of the client’s marketing plan, but also on the success of the whole corporate strategy.

Sound design is the result of an in-depth understanding of the client organisation, detailed research of markets and an appreciation and input into the client’s business goals.

Every good design company offers consultancy services as a matter of course. If you’re paying consultancy fees, take full advantage of the strategic and creative skills at your disposal.

After all your loss is your competitor’s gain.

Lesley Page

The Design Advantage

Birmingham