The Design Business Association has introduced a three-tiered system of gold, silver and bronze for its Design Effectiveness Awards. Does this answer concerns that the awards do not take account of creative excellence, following the award of last year’s Grand Prix to BR&Me for the Foster’s multipack?

Lots of products now seem to have tier systems, but this can mask quality if the products don’t deliver because standards are not set high enough. To achieve quality in design awards, you need judges who understand the value of creativity linked to performance, so we need to see great design delivering great results this year.

Glenn Tutssel, Executive creative director, Enterprise IG

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