Just Rewards
The DBA Design Effectiveness Awards scheme hands out marks for commercial results, not just creativity. Here are the latest groups to be lauded
Creativity wins plaudits, but effectiveness is just as important for clients. The DBA Design Effectiveness Awards, run by the Design Business Association, is the UK’s main awards scheme that celebrates the success of a piece of work based on its proven commercial effectiveness rather than its creative merit. These results from 2007 show the consultancies which are judged to have achieved the greatest commercial uplifts for their clients.
On the face of it, the DBA Design Effectiveness Awards have nothing to do with the creative quality of a piece of work. Increasingly, though, projects such as Williams Murray Hamm’s outstanding Sainsbury’s So organic range and Elmwood’s highly inventive Serious** naming and identity for a waste management company have proved commercially effective.
Those consultancies which fare well in either the commercial stakes, opposite, or the creative awards, represented by Design Week’s Creative Survey on page 10, are among the ones to watch. Those which succeed in both deserve – perhaps – an even closer look.
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