Online Extra from Jan/Feb 2007 “Changing shape”

THE ADVERTISING AND DESIGN DIVIDE

The following quotes were taken from discussions on the relationship between advertising and design at DesignThinkers 2006.

“You’ve gone over to the dark side; you’ve joined an advertising agency.” That’s what Ian Grais heard from fellow designers after co-founding Rethink in Vancouver. His response: “The question is not, ‘what side are you on?’ but, ‘what value are you adding?’”

“Why design is the next big thing in advertising,” was the topic of Jane Hope’s talk at last November’s DesignThinkers conference. The co-founder and executive vice-president, design creative director at Taxi said that although most designers think advertising is “the dark side,” she wanted to take the terror out of their system. “Design brings so many things to marketing that [marketers are] after the design process to find new relevance in the marketing mix.”

“Ninety percent is so patronizing, I hate advertising,” said Erik Kessels, creative director and co-founder of Amsterdam-based communications agency KesselsKramer, in an interactive discussion on the future of advertising and design’s role in that future.

“Graphic design and advertising are the same thing,” said Grais. “It’s all visual communication, whether it’s in a 30-second format or a 30-page format. Build on your strengths under core concepts; be adept at more media… Work harder to be better at what you do.”

“Traditional industries are curious about design and are hiring designers,” said Hope. “I encourage you – because I love marketing – [but] you owe it to yourself to read Marketing and Campaign before you end up working in the basement making someone’s ad look better.”