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 Effectiv

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



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