It has been said that everything is designed, it’s just that some
designs are more considered than others. In these pages, we celebrate
considered design, and its contribution to marketing.
These are the first Marketing Design Awards, and the emphasis is on
hard-working solutions. Of course, many of the winners are aesthetically
pleasing, too. But it is not unfair to suggest that the design industry
learned a hard lesson in the recession, and the survivors are those who
have learned to understand the business objectives of their clients, and
harness their undoubted skills to meet them.
The judges were not interested in mere prettiness. The entry forms
called for details of the particular marketing problem or opportunity
faced by the client, the brief to the designer, the creative solution,
the way that the solution was integrated with other aspects of
marketing, and the results. All these factors were taken into account in
the judging process.
The Marketing Design Awards, which have the support of the Design
Council, are also very wide-ranging, recognising design’s contribution
in areas as diverse as sales promotion, point of purchase and
exhibitions, as well as in packaging, literature and brand identity. The
high level and quality of entries demonstrates that they are off to an
This would not have been possible without the generous support of our
sponsors, and in particular the lead sponsor, MCA Group. We would like
to place on record here our thanks to them.
In the new consumer product category, there’s a Highly Commended award
for an individual - West Country cricket enthusiast Andy Emery. He has
registered the design of a cricket coaching mat, although he has yet to
find a manufacturer. The judges felt his efforts should be singled out
for special mention as a brilliant and well-designed solution to a
problem, which is what these awards are all about.