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As Abbott Mead Vickers BBDO executive creative director Peter Souter prepares to take up his presidency of British Design & Art Direction, what do designers believe should be on his agenda?

As Abbott Mead Vickers BBDO executive creative director Peter Souter prepares to take up his presidency of British Design & Art Direction, what do designers believe should be on his agenda?

‘The design versus ad agency relationship is very boring. The same comments and criticisms have been made ad infinitum, for as long as I can remember – and that’s a long time. Basically, we have similarities and differences. We should accept that and respect one another. Peter Souter’s main task will be to lead the Executive Committee and drive through any changes it collectively feels are needed. The more dramatic, the more chances of direct criticism from the membership. I advise standing by your decisions.’

Mike Dempsey, Director, CDT Design

‘Souter’s got a tough job on his hands to merely centre the debate. The advertising/ design alternate presidency is an insurance policy to help guarantee that neither faction gets its own way for too long, but it’s a difficult balancing act. I feel the most important part of the job is to continue to forge links between the disciplines and continue to ensure the organisation rows in the same direction. With the continued convergence of the disciplines, this will be essential in the future.’

Richard Seymour, Partner, Seymour Powell

‘I am sure Souter will have some excellent ideas and I hope build on the generosity and collaboration agenda that I majored on last year. Creative businesses need to learn how to work better together, otherwise we are going to continue to be perceived as a cottage industry without the influence that we deserve.’

David Stuart, Creative partner, The Partners

‘Three things for Souter’s agenda: One, rethink “advertising and design” – clients already have. Two, focus education on ideas, communication and craft – our industry is starved. And three, change the increasing trend towards unproven jurors at best and non-creative jurors at worst – it used to be a D&AD point of difference.’

Mary Lewis, Creative director, Lewis Moberly

‘Make the awards even shorter so we can drink sooner. Find out what that lot in design do. Ask the Design Business Association what that lot in design do. Ask designers what the DBA does. Find out what Chartered Society of Designers stands for. Write a short piece in Design Week called Too Many Cooks.’

Tim Watson, Creative director, Duffy Design

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