Rosters need uncompromising creative direction…

In response to this week’s Voxpop, working with rosters has its good and bad points. The pros include a committed relationship, a healthy respect for each other, a shared vision and the chance to build something beautiful together.

But on the other hand, competition can be healthy, relationships can become stale.

The most important thing is a strong creative direction. Rosters can be about collaboration and a drive to produce the best – witness John McConnell’s work with Boots the Chemists and Tim Molloy’s direction for the Science Museum. Rosters should not be about ‘process’ and the avoidance of someone taking a creative lead.

Keren House, Creative director, Aricot Vert, Hampshire GU51 3QH