MARKETING: Design awards

In recognition of the discipline’s pivotal role, Marketing introduces its first ever Design Awards, with the support of the Design Council

In recognition of the discipline’s pivotal role, Marketing introduces

its first ever Design Awards, with the support of the Design Council

Pepsico turned Concorde and the Daily Mirror blue this month as part of

an extravaganza, announcing its switch to new, blue cans. The aim: to

differentiate it totally from the red and white of Coca-Cola and the

supermarket lookalikes.

It’s not so long since Harveys Bristol Cream picked up on an association

with Bristol blue glass, and transferred to a blue bottle. And champagne

house Pommery, in a bid to win a new generation of consumers while

keeping faith with tradition, has slipped its bottle into a blue and

gold pleated sleeve, and in the process won a French design ‘Oscar’.

The significance of all these moves, however, is not the apparent

fashionability of blue, but the strategic importance which these three

companies have placed on packaging design.

They illustrate the very central role design now plays in marketing, and

why Marketing has decided to recognise this key relationship through a

new competition.

It is the pack design that provides instant recognition to the

supermarket shopper, and a continuous reminder of the brand throughout

its life in the home. Graphics can make technical instruction books and

financial documents easier to understand. Products are made more

attractive to look at and simple to use through the contribution of

skilled designers. Perceptions of companies are changed by the

introduction of a more appropriate logo.

The Marketing Design Awards, launched today, have the backing of the

Design Council. They will honour the best use of design in the major

industries, from cars to retailing, and across the main disciplines,

from packaging and corporate literature to product design.

There will also be three categories specifically concerned with design

effectiveness. The top award will be the Marketing Design Champion 1996.

The competition will reflect the broad span of areas in which design

skills and marketing come together, from packaging and point of sale to

electronic design on the Internet, and from direct marketing to


Simon Marquis, editorial director of Haymarket Business Publications,

will chair a distinguished judging panel, drawn from the ranks of

business and the design world. The judging process will take into

account the strategic thinking, creative solution, and effectiveness of

the entries.

‘Marketing has made clear its commitment to design, and its belief in

design’s role, over a long period,’ says Marquis. ‘We are delighted to

be taking this initiative, which will demonstrate how design integrates

with other disciplines, and how important the partnership is between

client and designer.

‘This is a competition about design that works to solve business

problems. That does not necessarily mean pretty solutions, but it does

mean effective solutions.’

Work to be entered for the competition must relate to the period January

1 1995 to June 30 1996, and can be submitted by client companies,

agencies or individuals. The closing date for entries is July 19.

The results will be announced at an awards luncheon at Grosvenor House

Hotel, London, in October.

For information and an entry pack, call Nici Brooks at Haymarket Events

0171 413 4161, or Shakeel Mughal (0171 413 4295) to discuss sponsorship


Awards categories

In addition to the special Marketing Design Champion award, the new

Marketing Design Awards will have 23 categories, in three sections:

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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