Advertising versus design opinions are a bit Rich

Tim Rich has such a poor opinion of design, an inflated opinion about advertising and is so blinkered in its definitions (Private View, DW 6 September).

I’m sure there are many designers who would take him to task o

ver his ’95 to 5 per cent’ idea. And I’m sure there are advertising creatives who will fail to spot the irony and take it as a compliment.

I’m more concerned that a creative industry is ruled by such pre-historic demarcation. Punters and clients alike have a broader view. They recognise that creatives can engage attention for more than 30 seconds, that they can solve commercial or public good desires and, importantly, that advertising comes in various guises.

Still not sure what I’m talking about? You’d better wake up to what direct marketing has to offer, otherwise you may well find yourselves well and truly FCUKed.

Dave Edwards

Creative director

DP&A

London W1