Recommended
More Related Content
What's hot
What's hot (9)
Similar to Deborah Dawton, Design Business Association
Similar to Deborah Dawton, Design Business Association (20)
More from Samantha Brown
More from Samantha Brown (13)
Recently uploaded
Recently uploaded (20)
Deborah Dawton, Design Business Association
- 3. DBA Design Effectiveness Awards • Established over 20 years ago • Entered jointly by client and designer • Judged by industry leaders and FTSE 100 CEOs • Tangible impact of design in business • Over 250 case studies •All industries and all design sectors • Download case studies from www.dba.org.uk • Enter by downloading the Call for Entries now
- 4. How and what you can measure? Packaging • increase against targets in value, volume, profit • increased distribution (new trade accounts) • growth in market share • new customer groups secured • consumer attitude shift • lower manufacturing/production costs • better talent recruited • increased share price
- 10. When does it get tricky? • when a lot changes at once • when you don’t know your starting point • person in charge has never done this before • don’t have enough data • when you try to reverse engineer results • making claims that are unrealistic • your sums don’t add up • your designers don’t deliver • the brief changes
- 11. “The DBA Design Effectiveness Awards objectively demonstrate Mars Design team’s value back to the business and give the team time to reflect and celebrate their successes. On top of this, we’re able to continue attracting top talent from the industry.” Bruce Hannant, Global Head of Design, Mars Chocolate
- 12. thank you.
Editor's Notes
- Perhaps our most high profile activity, the DBA Design Effectiveness Awards programme is a celebration of the impact of design in business. The awards celebrate the power of design to drive business success and provide compelling proof of why design is a sound commercial investment. They reward the absolute best examples of design that have had a tangible and measurable effect upon business success. The awards are rigorous and authoritative. They’re a huge commitment just to enter – entrants have to ensure that judges understand the story of their work: the problem, how it was framed, the solution and the results. Solid evidence has to be provided for every claim, with huge amounts of data required from both client and agency.
- Diageo, the owners of Buchanan’s whisky, had plans to make 5-7% yearly price increases. But it wasn’t going to achieve such growth with its current design that was failing to resonate with the emerging market of young and aspirational, middle-class consumers. Diageo wanted a contemporary, elevated redesign of Buchanan’s brand, bottles and secondary packaging to reflect its premium quality and justify the expensive price point. Drawing on its strong history, the new bottle design features James Buchanan’s signature and an embossed family crest, which delivers a thoroughly modern expression for the range. Buchanan’s has been rejuvenated. Just one year after the redesign it has seen a surge of brand value in its key Latin American markets - by 23% in Mexico and 52% in Columbia. And in the US – the brand’s largest market – value growth is up 9%. Buchanan’s overall brand value increased by 20% and it has successfully entered new markets and driven further penetration.