DESIGNERS should present them- selves better to avoid the creative pitch scenario, according to client-based research carried out by the European Design Register.
“When clients can’t tell the difference between consultancies, they ask for a sample of design work. This is why creative pitching exists,” says EDR founding director Rune Gustafson.
“Seen from the client’s point of view the design world is fragmented, making it difficult to find real information about any particular company,” Gustafson adds.
Although marketing directors and brand managers are inundated with consultancies’ bro- chures, they still rely on word of mouth and past relationships with designers, according to EDR.
The word-of-mouth process, although popular with clients, can be unreliable, says EDR. “The selection process tends to be hit-and-miss and often results in the clients selecting a consultancy with the wrong skills, thus wasting the client’s time and money.”
More than 120 clients throughout Europe were canvassed for the research.