Marketing’s Design Leagues 2010
June 30th, 2010
In many ways, design’s star is rising.
Its strategic relationship with business continues to improve and its profile in the media and among the public appears higher than ever. As mass-market advertising flounders, design is inching its way into business structures and boardroom psyches, with major companies now regularly talking about the power of ‘design-led thinking’.
Projects such as the launch of London 2012 mascots Wenlock and Mandeville have sparked debates about design in the national press. Even mainstream TV is interested: in recent months there have been several design-related shows, including the BBC’s The Genius of Design and High Street Dreams, an episode of which featured the input of design agencies Pearlfisher and Blue Marlin.
The very notion of ‘design thinking’ is itself a leap forward because it shifts conceptions of the discipline from something that produces solely a tangible output - a pack, for example - to something that is an approach, a structured thought process that can be applied to many and varied issues. Design groups are keen to promote this strategic clever thinking because it helps them move up the client food chain, earning meatier projects with bigger budgets and a higher value.
Mixed outlook
On paper, the future may look rosy, but in the real world things aren’t so easy. As this year’s league tables reveal, 2009 was tough, with fee income falling significantly for many. ‘There is no doubt that the past 12 months have been an extremely challenging and pretty bloody experience,’ says Andrew Eyles, group managing director of Blue Marlin.
Last year was characterised by the postponement of projects, as clients waited to see when, or whether, the economy would start to recover. Top agency Imagination was one of many to suffer a double-digit fall in fee income and, while agencies of all sizes have been squeezed, those toward the bottom of the table seem to have been hit hard.
Some of that pressure will remain in the year ahead and agencies working for the public sector are bracing themselves for severe spending cuts. The good news, however, is that many private businesses have ended their freeze on investment, allowing NPD and innovation to continue and putting more briefs into the market.
Guy Douglass, managing director of packaging design agency FLB, agrees that things can only get better. ‘(Last year) was really tricky. We only just made a profit, and business and cash flow were difficult,’ he says. ‘But this year is looking positive. There’s lots of work out there, both from existing clients and new business.’
Continued investment during a recession can help brands appear strong. Argos’ brand identity work with The Brand Union, for example, is intended to position the retailer as fit for the future. ‘Customers told us that they want a brand that feels relevant and is well equipped to stay relevant,’ says Siobhan Fitzpatrick, head of brand marketing for Argos.
Research found that customers had a desire to see Argos investing in itself. ‘It sent the right signals out at a time when companies like Woolworths were all closing,’ adds Brand Union UK chief executive Simon Bailey.
Retail spending has just about held up, too, which is good news for those working in FMCG packaging, branding and retail design. ‘The market is still robust enough for consumers to pay for a good quality service,’ says Michael Sheridan, chairman of luxury retail brand consultancy Sheridan & Co, which works with Absolut and World of Whiskies. ‘The value of the pound is also a big factor. Visitors are coming to the UK not just because it’s 50% cheaper than it was in 2008, but because we have a very good shopping experience.’
As Media Square design chairman David Worthington notes, those who stand still in FMCG die. ‘Big brand-owners are very clear on the need for constant innovation, preferring steady and continuous growth, rather than peaks and troughs. Irrespective of recessions, they tend to cut a more consistent path by remaining committed to a product development cycle,’ he says.
Bakery brand Warburtons is a good example of this relentless focus on product development. New business director Jason Uttley says this is what customers are looking for. The company entered the snack-foods sector in March with the launch of ChippidyDooDa pitta chips and SnackaDoodle wholegrain snacks. The brand extension was developed with Anthem Worldwide.
Beyond the shelf
Although FMCG work has remained steady, some of the rules are changing. In particular, brands and design agencies must now think beyond achieving shelf standout, argues Nick Dormon, managing director of Echo Brand Design.
‘Standout is now the baseline - if you don’t stand out, you don’t survive,’ he says. ‘At the same time, supply-chain savings and sustainability programmes have meant the loss of physical presence on shelf as packaging becomes smaller and more lightweight. So it’s about the whole experience. You pick up a product in store, feel it, read it, take it home and use it, put it on a shelf, see it, use it then eventually dispose of it. All these moments are an opportunity to engage with people.’
Norwegian mineral water brand Isklar circles this brand experience with a uniquely engineered bottle design, by Blue Marlin, creating differentiation on shelf but also reducing its use of materials. The brand-product ‘loop’ is then closed by the company’s sustainability efforts, which include full carbon-neutral certification, use of hydroelectric power for its bottling plant and investment in high-end recycling facilities. Each aspect is consistent with notions of purity and nature.
The implications of last year’s precipitous fall in business are still playing out. Although work has picked up, the sector remains fragmented and competitive. In a procurement-driven environment, business has become harder to win and sustain. Dick Powell, incoming D&AD chairman and director of Seymourpowell, believes these pressures are leading to more instances of free pitching and the continued erosion of margins. ‘They are trying to cut the fat out of the design agencies, but there is no fat there,’ he says.
His sentiment is echoed by Eyles, who adds: ‘We are all having to work a lot harder and give a lot more. Some groups have gone for volume and are churning stuff out just to keep the lights running, while other groups have got smaller, leaner and more specialist.’
The pressure is on, then, for agencies to reinvent their businesses. Some are looking to overseas markets for revenue, particularly in the fast-growing BRIC nations. Sheridan & Co, for example, is finding its clients buying strategic and creative ideas to use overseas. As an industry, maintaining revenues from emerging markets requires British design to retain its reputation as a global leader.
Overall, Eyles concludes that the design industry emerging from the recession could look very different from the one that went into it. ‘Design output has to be married to effective strategy and consultancy,’ he says. ‘Often we may not even do any design. It’s now all about the brand - a seamless service of look, feel, tone and qualities. Some clients welcome deep strategic work, others protect their right to control it, but I’m optimistic that design can sit at the heart of this, working from strategy and concept to 2D and 3D output. The squeeze on fees now will just make the industry leaner, more credible and more professional and then the value of its work will come back in.’
THE WHOLE EXPERIENCE
As advertisers increase their focus on dialogue with - and between - customers, they are recognising the significance of the whole experience that people have with their brands, from the moment they first see a pack, ad, piece of copy or web page, through to disposal of a product or their interaction with customer service if they have a problem.
The communications environment is rich, complex and rapidly shifting and brands need help to manage these numerous ‘touchpoints’. Ad agencies, design groups and even some digital groups are vying to lead this work. Yet, whoever oversees the process, collaboration between agencies is more necessary than ever.
‘The landscape has become more complex for clients with many different agencies working for them - advertising, branding, sponsorship, interaction, social media, digital and so on,’ says Simon Bailey, UK chief executive at The Brand Union. ‘To have a partner who has helped create the brand itself working to manage all these groups can be very useful for clients.’
The Brand Union adopted this role for Barclaycard, where branding output spanned corporate identity, advertising, direct marketing, digital media, internal engagement, environments, literature, packaging, point of sale, exhibitions and sponsorship. The list of contributing agencies (Bartle Bogle Hegarty, EHS Brann, Balloon Dog, Dare and Vital Marketing) demonstrates how collaboration and oversight are essential in maintaining consistency in a complex, multichannel environment.
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