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Williams Murray Hamm’s award-winning Hovis packaging ‘broke the mould’, but the two are parting company so Hovis can ‘freshen things up’. Does a client and consultancy team only have one trophy piece of work up their sleeve or can innovation be maintained

‘It’s a sobering thought to be limited to one success per client. The incentive should be to create excellent solutions and to build relationships in order to do it again and again. Keeping a client is one of our greatest skills. However, as design becomes more accountable, procurers have to prove its effectiveness. We are sensitive souls and shouldn’t take it personally to continue relationships through a competitive pitch.’

Luke Hawes, Director, Priestman Goode

‘Innovation can be very difficult to maintain, often it’s about a particular individual on the client side who shares the vision with the designer or design team. If that person moves on, so do new opportunities.’

Daljit Singh, Director, Digit

‘Consultancies are generally fearless given half a chance, but it’s no good suggesting design bungee jumping when clients are only up for a bit of light gardening. The brief requesting an innovative, mould-breaking solution is rare so perhaps the truth is that Hovis want to play it safer second time around. I imagine they are looking for a consultancy that is willing to tweak those cucumbers and warm up those beans rather than come up with a dramatic new redesign. And that may make good business sense, but bungee jumping is far more exciting.’

Adrian Whitefoord, Managing partner, Pemberton & Whitefoord

‘You can blow out a burning candle, but you can’t blow out a fire…’

Harry Pearce, Design director, Lippa Pearce

‘You only have to glimpse at history to see innovation can be maintained: The Partners with Thrislington Cubicles and AOP; Lewis Moberly and Boots the Chemists; John McConnell with Faber & Faber. Go back further to find Paul Rand and IBM; Lou Dorfsman’s 41 years with CBS; CDP and Benson & Hedges. Today there’s Jonathan Ive and Apple. God knows how far all that creativity would stretch if you laid the [British Design & Art Direction] yellow pencils end to end. I’m not saying it’s easy. It’s the hardest thing in the world, but it’s what we’re all aiming at, WMH included.’

Mark Bonner, Creative director, GBH

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