Why can’t we cope with the idea of successful design?

It was great to see us mentioned again in the context of the Design Effectiveness Awards: ‘BR&Me’s award-winning work for Foster’s … caused uproar among the design community when it won the Grand Prix in the Design Business Association’s Design Effectiveness Awards in 2006.’ (News, DW 2 October). This followed on from a comment last month, the DBA ‘courted controversy when it awarded the Grand Prix to BR&Me’s multi-packs for Foster’s lager’ (www.designweek.co.uk, 3 September).

But can someone explain to me why creating a piece of design that delivers spectacular results for the client causes such evident discomfort for the design community?

As our clients continue to take a long, hard look at how to get the greatest effect from their investment, I suspect whether it works or not might be quite high on their list of priorities.

Anyone want to debate this? Bring it on!

George Riddiford, Managing partner, BR&Me, London SW6