Michael Peters is calling for an ‘elite accreditation scheme’ in a bid to differentiate what he calls ‘talented’ design consultancies from ‘average’ ones.
Writing in this week’s Business Insight column, published tomorrow, Identica founder Peters lays the blame for the growth of free pitching on the ‘oversupply of mediocre design companies’.
‘There are too many people claiming excellence in the creative and the strategic arena, with no talent or experience to back it up,’ says Peters. ‘There is no quality control, and mediocrity has become the norm.’
Peters calls for a ‘strict accreditation scheme that distinguishes talent, experience and excellence… not another cosy membership scheme… not another forum to air our woes’.
He predicts that the industry could be about to experience its biggest period of upheaval since computerisation, citing the ‘crumbling’ of the traditional advertising industry in the digital age as a warning for the design sector.
‘We must put our own house in order to meet the challenges ahead,’ he says. ‘New partnerships, new business models, and a new belief in the contribution we make must be at the heart of our efforts if we are to succeed.’
See Business Insight, in Design Week magazine tomorrow.