DBA adds tiers to Effectiveness Awards for 2007

Thirteen design groups will receive gold awards in this year’s Design Business Association Design Effectiveness Awards, amid several changes that have been made to the scheme.

Design groups Pearlfisher and Lewis Moberly feature prominently in the shortlist, with four nominations each. A total of 52 entries by 35 design consultancies were shortlisted, with eight groups receiving multiple nominations. Lord Karan Bilimoria chaired the judging panels.

For the first time, runners up will be rewarded with silver and bronze awards. This is one of the changes made since last year’s controversial competition, in which BR&Me won for its Foster’s multipack.

‘The introduction of the three-tiered award system recognises that there are usually multiple entries that merit awards, particularly when there is just a hair’s breadth between them,’ says DBA chief executive Deborah Dawton. ‘Our previous first-past-the-post system did not accurately reflect the market.’

Following an independent review of the awards, the DBA introduced a scorecard system, in which entries are judged on three criteria. The two most important are ’cause and effect’ and ‘scale of effect’, with marks also given for ‘clarity of presentation’.

Dawton reveals that the DBA aims to let entrants submit electronically from next year.

The 2007 awards ceremony will take place on 30 October at The Hurlingham club in London SW6. To view this year’s shortlist, visit www.dba.org.uk.