It’s probably just me being cynical again (not in the same league as Howard Milton though), but for integrated creativity to work, an enlightened client is more likely to have the customer at its centre, not the involved consultancies’ egos.
Enlightened clients though are few and far between, still too many go to the ad agency for strategic and even creative input and surprise, surprise they get an ad campaign that is usually superficial.
The same can be said of the design industry (and I do agree with Milton that there is a very boring fashionable brush stoke going on at the moment).
This situation has been going on for over 20 years, so in my opinion initiatives like the D&AD’s new category should be applauded and supported as it can act as a beacon to the less enlightened clients.
Creative design consultant