Marketing Report: Design - The vital statistics

Good design, from packaging to retail spaces, can be key to the success of a brand.

Here we provide the lowdown on the industry, including a breakdown of which sectors are making most use of the discipline, the agencies that have produced award-winning work in the past year, those that have recorded the most impressive growth financially and a profile of two strong performers.

DESIGN AGENCY OF THE YEAR - WOLFF OLINS

Wolff Olins performed strongly in 2006, with several high-profile wins, including Sony Ericsson. It also created the brand for charity initiative (RED), launched by U2 frontman Bono, rebranded Macmillan Cancer Support and overhauled Manpower's global brand portfolio. However, this year it became a centre of attention for less positive reasons as the agency responsible for the London 2012 Olympic logo. The neon-pink motif had everyone talking, but perhaps not in the way Lord Coe would have liked. The youth-friendly design stirred up a hornet's nest of debate as it was compared variously to an 80s album cover, a Nazi symbol and a character from The Simpsons performing a lewd act. Perhaps it will grow on the nation as 2012 draws nearer.

- Source: Marketing Agency of the Year 2006

THE ONE TO WATCH - DALZIEL & POW

Founded in 1983, Dalziel & Pow posted a 37% increase in fee income in 2006 and a 43% hike in turnover, moving it into the top 20 agencies in Marketing's annual design leagues. Specialising in retail, interiors and graphic design, the agency has clients including Wrangler, John Lewis and Nokia. One of its most recent projects was the HMV Next Generation store in the West Midlands, which has been designed to reflect the retailer's 'Get Closer' brand identity. The space includes digital kiosks at which users can download digital-rights-management-free content, a juice bar and a 'social hub' containing Apple iMacs for customer use.

DESIGN BUSINESS ASSOCIATION DESIGN EFFECTIVENESS AWARDS 2006

Category Winner Agency

Corp/brand ID
(costs over £100k) Gulf Air Landor
Corp/brand ID
(costs under £100k) Green & Black's Pearlfisher
Product (consumer) TomTom Therefore
Interiors
(retail & leisure) Adidas JudgeGill
Packaging
(branded - food and drink) Scottish & Newcastle BR&Me
Packaging
(branded - non-food) Buster Elmwood
Packaging
(own-brand - food
and drink) Sainsbury's SO Organic Williams Murray Hamm
Internal communications Scottish Water Elmwood

Source: Design Business Association


DESIGN INDUSTRY BY AREAS OF ACTIVITY

Category (%)

Graphic design (packaging) 29.94
Graphic design (corporate literature) 24.52
Graphic design (corporate identity) 17.96
Internet/web design 9.83
Retail/interior design 5.82
Exhibitions and events (excluding construction) 4.40
Production design 0.67
Other 6.86

Source: Marketing Design Leagues 2007


DESIGN AGENCY BUSINESS BY SECTOR

Sector (%)

FMCG 15.51
Business-to-business 10.76
Food and drink 9.55
Retail/distribution 9.40
Financial services 8.27
Public sector 6.31
IT/telecoms 5.78
Leisure/sport 5.05
Alcohol 4.77
Healthcare 4.24
Automotive 3.97
Travel 3.57
Media 2.85
Charity 2.79
Utilities 2.19
Other 4.99

Source: Marketing Design Leagues 2007


TOP FIVE SMALL DESIGN AGENCIES BY GROWTH

Agency Fee income Fee income Change
2006(pounds) 2005(pounds) (%)

1 P&W 1,600,000 800,000 100
2 bd-ntwk 2,874,000 1,568,000 83
3 Allen International 2,473,822 1,441,996 72
4 Stocks Taylor Benson 2,645,000 1,810,000 46
5 Turner Duckworth 2,969,000 2,041,000 45

Source: Marketing Design Leagues 2007


TOP FIVE BIG DESIGN AGENCIES BY GROWTH

Agency Fee income Fee income Change
2006(pounds) 2005(pounds) (%)

1 Start Creative 7,612,540 4,695,295 62
2 Loewy 7,932,000 5,007,000 58
3 Dalziel & Pow 3,771,384 2,760,141 37
4 Linney Design 4,149,029 3,077,125 35
5 SAS 3,989,000 3,029,000 32

Source: Marketing Design Leagues 2007

- For further reading, contact the Design Business Association on 020 7251 9229 or visit www.dba.org.uk.

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