Clients decide if roster design work will fizz or turn flat

This is a response to one of our Voxpops (DW 15 November), which asked: ‘Following news that Coca-Cola is holding a pitch for its first pan-European design roster, is it beneficial for consultancies to partake in the lengthy pitch process for a place on a big brand’s roster when work is never guaranteed?’

Great work is only created within a truly respectful relationship between client and consultancy – do rosters really encourage this?

We are on a number of rosters that are rewarding us with a sound partnership, but most have been complete farces. Ultimately, it’s down to the integrity of the client. What’s the real objective, cost or creativity? Who makes the decisions – procurement or brand owners?

Anyone entering the murky depths of the roster must delve deeper and ask questions. Why were you invited in the first place? Remember the bright lights of Coca-Cola might not be all that they seem.

Graham Shearsby, Group creative director, Design Bridge, London EC1

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