I 100% appreciate excellent design work. I have an eye for knowing what looks good, and I understand what needs to be communicated in a piece of design work. This is how I know great design isn’t just about the way something looks, but the way the information needs to reach the relevant consumer and how the message is organised and presented.
The aroma of cologne and coffee fills the air, the palm trees in the corner add a splash of colour to the shade of white mushroom paint, which adorns the walls. Your body slides comfortably into the New York designer chair as the gently quaffed receptionist serves you a chai tea with miniature, almond biscuits.
Knowing your enemy, competitor, their movements, their pathway. Understanding their weapons, their products, the benefits. Understanding the territory, their prime market targets, their consumer behaviours, it’s all influential as to how you plan the war, the strategic marketing plan, the tactics and the way forward.
As a strategist, I believe the underlying component of success to any campaign, brand, digital communication or marketing idea is planning – yes, the dirty word from a creative designer’s perspective. Working in an agency environment, I choose not to raise the white flag and surrender to the dark side!