BELOW-THE-LINE: Awards to promote a diversity of talent

The Marketing Design Awards, launched last month with the support of The Design Council, has set design teams thinking about what to enter - but it also promises to be a tough task for judges.

The Marketing Design Awards, launched last month with the support of The

Design Council, has set design teams thinking about what to enter - but

it also promises to be a tough task for judges.



How do you choose between, say, a Web site and a piece of pack design?

What sort of project might win the top prizes?



The winners will need to have been designed or completed in the 12

months leading up to the competition, and selection has been made easier

by dividing them into 23 categories (see panel).



To get a flavour of what Britain’s top designers look for in a great

piece of design, we dispensed with the time limit and the categories and

asked three to choose their favourites from any period - and came up

with a surprisingly diverse selection.



Michael Peters, founder of Identica, chooses the credit sequence from

the film Cat on a Hot Tin Roof. ‘It was by Saul Bass, who died

recently’, he says. ‘In design and film terms it was absolutely

extraordinary.’



Frances Newell, founder of Newell and Sorrell, goes for Brighton

Pavilion. ‘We’ve used it several times for celebrations’, she says. The

Pavilion isn’t the work of one designer or architect, says Newell, who

has a shelf of books on the subject. ‘There were numerous famous

craftsmen. It tapped into everyone of the time who was any good.



‘It was George IV’s dream, and he poured millions into it. From the

financial aspect, I suppose it’s not so wonderful.’



At Pentagram, Kenneth George’s all-time winner is far less glamorous -

indeed, it’s relentlessly practical. ‘It’s the hydraulic ram’, he says.

‘Can you think of anything else that has so many applications?’



Marketing’s judges are unlikely to come across such an eclectic array of

entries, but there’s every chance that there will be a future design

classic among them.



The Design Council, under chairman John Sorrell, is keen to demonstrate

the links between design and other areas of business. As well as

supporting Marketing’s awards, it has five other awards schemes, either

of its own or in collaboration with other organisations.



More than a hundred companies and individuals have already ordered entry

kits for this first competition year, but there’s still time for others

to get involved. The awards scheme closes for entries on July 19, and

the presentations will be at London’s Grosvenor House in October.



For more information, contact Nici Brooks at Haymarket Events on 0171

413 4161.



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The categories

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Marketing Discipline Awards

 1    Best Use of Design for Packaging (Food)

 2    Best Use of Design for Packaging (Drinks)

 3    Best Use of Design for Packaging (Non-food)

 4    Best Use of Design for Customer Magazines and Literature

 5    Best Use of Design for Exhibition Stands

 6    Best Use of Design for Sales Promotion & Point of Purchase

 7    Best Use of Design for Direct Marketing

 8    Best Use of Design in Business-to-Business Presentations

 9    Best Use of Design for On-line and New Media

10    Best Use of Design for a New Consumer Product

11    Best Use of Design for a New Industrial Product

Industry Sector Awards

12    Best Use of Design in Automotive Marketing

13    Best Use of Design in Business-to-Business Marketing

14    Best Use of Design in Financial Services Marketing

15    Best Use of Design in FMCG Marketing

16    Best Use of Design in Healthcare Marketing

17    Best Use of Design in IT Marketing

18    Best Use of Design in Public Services & Charity Marketing

19    Best Use of Design in Retail and Distribution Marketing

20    Best Use of Design in Travel and Leisure Marketing

Effectiveness Awards

21    Most Effective Use of Market Research in Design

22    Most Effective New Brand Design

23    Most Effective New Corporate Design

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