Emerging markets are an inspiration as much as a threat

In response to your piece on how the UK should respond to the news that design is starting to originate from emerging markets, rather than Europe and the US (Voxpop, DW 17 April), I would argue that the notion of creativity originating in emerging markets is patronising. What’s happening is we are rediscovering cultures that have flourished for millennia.

Design can migrate across borders with a fluidity advertisers can only dream of. We have not lost out in emerging markets due to the conceptual relevance of our ideas, but we have felt cost pressures.

Looking out over my desk I see many colleagues hailing from emergent nations. This country’s multiculturalism is an undeniable asset as we’re well placed to compete in culturally translatable design.

Douglas Broadley, Chief executive, Imagination, by e-mail

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