Main Content

DBA Roundup


A roundup of industry expertise, exclusive resources, business support and tools for your design business.

06/11/2024


News


Read more >>

A look beyond the headlines in the 2024 DBA Annual Survey Report


DBA Experts take a closer look at findings from the 2024 DBA Annual Survey Report and what they mean for your business.

06/11/2024


News


Read more >>

DBA Members’ Forum | November Summary


In our November DBA Members' Forum, we delved into the key findings from the 2024 DBA Annual Survey Report, exploring how the data will...

05/11/2024


News


Read more >>

The Design Effect: DBA Chief Executive’s speech


The Design Effect was opened by the DBA's Chief Executive Deborah Dawton and featured a keynote speech in the British Museum's Great Court by Sir Geoff Mulgan, author of 'Another World is Possible'. Take a peek into the day and read Deborah Dawton's speech.

16/10/2024


News


Read more >>
award

2024 DBA Design Effectiveness Award winners revealed


Spanning work for global companies, major retailers, start-up challengers and beyond, the 2024 DBA Design Effectiveness Award winners have been revealed.

09/10/2024


News


Read more >>

DBA takes on British Industrial Design Association (BIDA) interests


The British Industrial Design Association (BIDA) has officially transferred its interests to the DBA, marking a shift in the national...

04/10/2024


News


Read more >>

DBA Members’ Forum | September Summary


In our September DBA Members' Forum yesterday, we had an enlightening conversation about leading the modern workforce and how we might need to adapt. Here’s a summary of the conversation.

02/10/2024


News


Read more >>

When profit growth doesn’t have to stem from new business


Rather than chasing that new piece of business, what if improved margins on existing business could deliver the same profit? DBA Annual Survey Report sponsor, VisionFR takes a look. 

04/09/2024


News


Read more >>

DBA Members’ Forum | August Summary


In our August DBA Members' Forum we had an energising conversation about working internationally. Here’s a summary of the conversation.

12/08/2024


News


Read more >>

DBA Members’ Forum | July Summary


In our July DBA Members' Forum we talked about right-sizing, how to spot it might be necessary, and what action to take. Here’s a summary of the conversation.

02/07/2024


News


Read more >>

Main Content

International work is on the up, but how do you build your profile overseas?

With a sluggish UK economy, many agencies are exploring opportunities overseas. Of the businesses responding to this year’s DBA Annual Survey, 16% earn 75% or more of their income internationally. In fact, the share of income generated overseas has increased from 20% to 34% across the last ten years.

“UK design agencies are well aware that there is far greater opportunity and less competition overseas than there is at home. The UK’s design sector is respected and sought after, but individual agencies need to build a profile if they want to win work in these markets,” says Claire Blyth, DBA Expert and founder of PR agency, Red Setter.

“The agencies we work with who do this see huge benefits when they grow their reputation and client base overseas,” says Blyth, who recommends:

  • Identifying what overseas clients will find interesting about your agency.
  • Showcasing your work and expertise in the publications that overseas clients read such as Fast Company, Forbes and Entrepreneur in the US
  • Speaking at conferences in your target countries; it not only helps build your profile but also to make direct connections at the events.

“Opportunity is out there but you need to tell the right people about your work, so they’ll come to you,” adds Blyth.

 You can find out more about how other agencies are successfully working overseas in this Design Week feature. 

'The Big Stay' and why it pays to hold onto staff

During the last three years, respondents to the DBA Annual Survey had voiced concerns relating to people and talent, especially during the 2021/22 ‘talent war’, which many agencies found themselves in. But this year’s Report shows staff turnover has decreased on average across all agencies from 17% to 15%. 

“We have seen a shift towards the ‘Big Stay’ in 2024, whereby employees are prioritising stability over the unknown,” says JourneyHR’s co-founder and DBA Expert, Aliya Vigor-Robertson, who cites the combination of “the uncertainty experienced in recent years” and “the work that agencies have put into retaining and engaging their talent”, as key factors behind this.  

However, with only two-thirds of agencies planning to give payrises in the next twelve months, what should businesses be mindful of? “The true cost of losing talent has many implications, not all of which are financial, though this aspect cannot be overlooked” says Vigor-Robertson. “We know replacing talent costs, on average, £25K per employee,” she reports, highlighting that this includes recruitment fees and lost productivity and that for senior hires, “this figure can be significantly higher”. 

Vigor-Robertson is clear that beyond the financial impact, losing talent can also negatively impact the culture and productivity of an agency and that in order to truly engage and retain teams, agencies must look beyond pay.

“Successful agencies have taken a holistic approach to this, recognising that employee needs are individual and there is no one size fits all approach,” says Vigor-Robertson, who recommends understanding the needs of your people through engagement surveys, which can “help to create tailored retention and engagement strategies, focusing on transparency, recognition, progression, and work-life balance – all of which are essential, in addition to competitive pay, to drive retention.”

“With employee departures, comes knowledge gaps and a sense of decreased morale within the remaining team members. Particularly when working with clients, there is an additional pressure of maintaining the relationships that often take a significant amount of time to establish,” adds Vigor-Robertson, but by “actively listening and actioning employee feedback, agencies can reduce their turnover and strengthen their culture.”

Hybrid working - how's it working out for you?

Although return-to-office mandates continue to make waves in the news, hybrid working remains a large part of business practice in the design industry, with 80% of agencies responding that they have a hybrid working policy in place. But how can you tell if this is working well at your agency?

DBA Expert, Joanna Anthony of The Client Service Person, suggests examining the impact of hybrid working on culture, people development and workloads at your business by asking these questions:

  • Are people working harmoniously or do some people feel like they are bearing the impact of other people not being available?
  • Are people getting access to the same learning and development or do they feel excluded from opportunities and feel a lack of progress?
  • Are people able to disseminate workloads and delegate work effectively, or do they feel like they are carrying the load?
  • Are the numbers booming or suffering? If billable utilisation, productivity and client satisfaction is up, projects are delivered on time and overspends are down then the policy is working.

Anthony recommends these three tactics for hybrid working success:

  • Have a clear and published policy which sets out what the mandatory in-office days are, and seek to have “all-in company days” at least one day per week in order to build ‘teaminess’, and define what the mandatory working hours are ie. do people have to be in-office or at-desk between set hours.
  • Be clear that hybrid working doesn’t mean flexi-working, which has its own contractual agreement. For flexi-working to be successful, people should make it very clear in their diaries and “out of office” auto-responses when they are working and when they aren’t. 
  • Upskill people on briefing and delegation skills. These need to be outcomes-focused with an agreed schedule of check-ins and final deadline. Without this, the problem of trust and micro-managing behaviour rear their head and relationships can easily break down. 

And the main thing to avoid? It’s “filling people’s diaries with endless, back-to-back meetings and simply using all day to talk, says Anthony, people need time “to produce actual work”.

The most crucial barometer of business health?

While profit and revenue metrics are important business measures, the Report highlights how, “ultimately cashflow is the most crucial barometer of health.” Even profitable businesses need careful cashflow management.

 “At its simplest, most ‘people businesses’ including agencies, have to pay their people at the end of each month for the work they did, and often have to wait until a month later to get paid by their clients,” says DBA Expert Peter Carter of Backstop Consulting, “so there’s always a disjoint, and usually in an unfavourable direction, between the happy P&L and the sad cashflow forecast or bank balance.”

Carter adds that “conversely there’s also a tendency, if businesses judge their performance by their bank balance, that upcoming VAT / PAYE / corporation tax payments are a shock and feel like a loss when they happen, so looking at the big three (P&L, balance sheet and the cash flow) together is essential.”

Carter’s topline tips for successfully managing cashflow include: 

  • invoice as early as your contract allows, when you hit milestones – don’t wait for the end of the month, start that payment-terms clock ticking now
  • don’t be embarrassed about credit control; getting paid on time is part of your contractual relationship, and if your client respects their work then they need to respect the need to pay for it on time
  • don’t get into paying all your suppliers earlier when your bank balance is high, it’s not required and sets a precedent. They’ll expect it when times get hard too, when you can’t do it
  • when cash flow forecasting, don’t get tied up with whether the phone bill is £143 or £144, keep it approximate and make sure you hit the big stuff; you’re looking for major peaks and troughs in the future, not trying to predict your bank balance to within £1.

You can find more simple cashflow tips for SMEs in Backstop Consulting’s blog.

To B or not to B

There has been an increase in agencies holding the ‘B-Corp‘ certification, while others forms of accreditation – such as signing up to the ‘UN sustainability goals‘ and ‘1% for the Planet‘ – have also seen a significant uplift amongst DBA members over the last year.

It won’t be long before all companies are required to report on their impact on the environment and the active contribution they are making to reduce their carbon footprint. Ahead of potential legislation coming into play, agencies should think about how they might deal with future requirements on things such as UK energy use and carbon emissions, which large companies already have to report on. Certification future-proofs an agency, keeping it in sync with evolving industry and regulatory standards. But there are other reasons to consider accreditation too.

“Design agencies tend to attract a more liberal demographic workforce than most industries,” says DBA Expert, Future Shift’s founder Will Powell. “This, combined with the fact 75% of the workforce will be millennials in 2025, mean communicating that your agency is placing sustainability at its core, will help to align your business with the morals of new recruits, ensuring you can attract and retain the very best talent.”

Powell adds, that for design agencies, “sustainability certification reflects a commitment to creating with purpose and reducing environmental impact”, something he cites will be vital as clients and consumers seek partners who prioritise the planet. 

“Sustainability certification can be the deal clincher for a design agency,” reflects Powell. “With certifications like B Corp, you bring a trusted, third-party framework to clients who increasingly view sustainability as non-negotiable. For design agencies, where the footprint may seem minimal, certification provides a roadmap to boost responsible sourcing, reduce waste, and adopt forward-thinking practices, aligning with clients’ values and differentiating your agency in proposals,” he adds.

When it comes to choosing the right certification for your business, Powell recommends selecting a certification that can effectively quantify and communicate sustainability, like ‘B Corp’ or ‘The Butterfly Mark‘, which provide rigorous standards applicable even to low-footprint industries. “Choose one that supports continuous improvement, ensuring you’re not only meeting but actively advancing sustainable design,” he says.

DBA Experts are accredited expert consultants who have sustained and relevant experience in supporting the design industry. Browse the Register of Experts and get in touch >

The DBA Annual Survey Report is an invaluable members-only business tool which enables you to benchmark your financial performance with your peers. Released each October it covers fees, salaries, utilisation, income, recovery rates and trends within DBA member companies. Data is segmented by geography and size of agency to make comparisons more relevant. 

 

The recording of the webinar launching the 2024 Report is available for DBA members to watch on demand.

 

DBA Roundup


A roundup of industry expertise, exclusive resources, business support and tools for your design business.

06/11/2024


News


Read more >>

A look beyond the headlines in the 2024 DBA Annual Survey Report


DBA Experts take a closer look at findings from the 2024 DBA Annual Survey Report and what they mean for your business.

06/11/2024


News


Read more >>

DBA Members’ Forum | November Summary


In our November DBA Members' Forum, we delved into the key findings from the 2024 DBA Annual Survey Report, exploring how the data will...

05/11/2024


News


Read more >>

The Design Effect: DBA Chief Executive’s speech


The Design Effect was opened by the DBA's Chief Executive Deborah Dawton and featured a keynote speech in the British Museum's Great Court by Sir Geoff Mulgan, author of 'Another World is Possible'. Take a peek into the day and read Deborah Dawton's speech.

16/10/2024


News


Read more >>
award

2024 DBA Design Effectiveness Award winners revealed


Spanning work for global companies, major retailers, start-up challengers and beyond, the 2024 DBA Design Effectiveness Award winners have been revealed.

09/10/2024


News


Read more >>

DBA takes on British Industrial Design Association (BIDA) interests


The British Industrial Design Association (BIDA) has officially transferred its interests to the DBA, marking a shift in the national...

04/10/2024


News


Read more >>

DBA Members’ Forum | September Summary


In our September DBA Members' Forum yesterday, we had an enlightening conversation about leading the modern workforce and how we might need to adapt. Here’s a summary of the conversation.

02/10/2024


News


Read more >>

When profit growth doesn’t have to stem from new business


Rather than chasing that new piece of business, what if improved margins on existing business could deliver the same profit? DBA Annual Survey Report sponsor, VisionFR takes a look. 

04/09/2024


News


Read more >>

DBA Members’ Forum | August Summary


In our August DBA Members' Forum we had an energising conversation about working internationally. Here’s a summary of the conversation.

12/08/2024


News


Read more >>

DBA Members’ Forum | July Summary


In our July DBA Members' Forum we talked about right-sizing, how to spot it might be necessary, and what action to take. Here’s a summary of the conversation.

02/07/2024


News


Read more >>

Main Content

Your team, headcount and pay rises:

  • With 92% of DBA members regularly making use of freelancers – the importance of matching your resource to work in the door is always a fine balance for agencies. 
  • If future income is uncertain, be decisive; freelancers are an expensive but flexible resource.
  • But if your staff costs (including freelancers) to fee income ratio is below 60%, it might be time to make a permanent hire. If you don’t have clear visibility on future workload, you need to carefully consider if now is the time to make the leap of faith, or continue with your freelance resource. 
  • While some on the call were cheered with pay rises not being quite as high as in previous years, remember the additional NI you have to pay following the Budget last week. We’ve got an NI calculator tool that can work out how much that will cost you.
  • If you’re ready to hire an external Finance Director – get someone adaptable, that understands design, client and employee contracts and can support your account management team on charge-out rates. 

Overseas income and working internationally:

  • We’ve seen a steady increase in income from international clients over the years, with close to 50% of member income coming from overseas and this is a key trend we’ve explored in a previous Members’ Forum and in this Design Week article.
  • Lots of exciting innovations are happening in different markets – it’s an opportunity to learn something new and bring that knowledge back to your home market. 
  • One key piece of advice shared that could save you thousands was to check your bank’s fixed contract terms to buy currency in advance and always know what you’re going to receive. 
  • Watch out for RFP scams, especially if performance bonds are being requested, and be aware payments can be withheld if taxes aren’t paid on time or the proper paperwork has not been completed. 

Client servicing and new business development 

  • With more businesses looking to grow their income in 2025 without the supporting headcount – we delved into how you can do more with less – and client servicing was highlighted as a way to achieve this.
  • Tapping into your existing clients is often an overlooked, cost-effective way of getting more business through the door, how can your client services team upskill to sell more?
  • Talk about outcomes in context if you want to recover more client servicing staff costs, and explain the value for money of good project managers and account handlers. 
  • If your relationship with your client is strong and there’s a clear value proposition, they’ll do anything to keep working with you – including fighting your corner with procurement.  
  • Add a ‘fees to be reviewed annually’ on any fixed fee contracts.

Coming up

There was much, much more covered in the hour – I hope you find these notes helpful. Join our next meeting on Tuesday 3 December, 4-5pm GMT, look out for an email with the details in a few weeks.

We’ve captured the conversation highlights from the all the Members’ Forums which have taken place and they can all be found here.

DBA Roundup


A roundup of industry expertise, exclusive resources, business support and tools for your design business.

06/11/2024


News


Read more >>

A look beyond the headlines in the 2024 DBA Annual Survey Report


DBA Experts take a closer look at findings from the 2024 DBA Annual Survey Report and what they mean for your business.

06/11/2024


News


Read more >>

DBA Members’ Forum | November Summary


In our November DBA Members' Forum, we delved into the key findings from the 2024 DBA Annual Survey Report, exploring how the data will...

05/11/2024


News


Read more >>

The Design Effect: DBA Chief Executive’s speech


The Design Effect was opened by the DBA's Chief Executive Deborah Dawton and featured a keynote speech in the British Museum's Great Court by Sir Geoff Mulgan, author of 'Another World is Possible'. Take a peek into the day and read Deborah Dawton's speech.

16/10/2024


News


Read more >>
award

2024 DBA Design Effectiveness Award winners revealed


Spanning work for global companies, major retailers, start-up challengers and beyond, the 2024 DBA Design Effectiveness Award winners have been revealed.

09/10/2024


News


Read more >>

DBA takes on British Industrial Design Association (BIDA) interests


The British Industrial Design Association (BIDA) has officially transferred its interests to the DBA, marking a shift in the national...

04/10/2024


News


Read more >>

DBA Members’ Forum | September Summary


In our September DBA Members' Forum yesterday, we had an enlightening conversation about leading the modern workforce and how we might need to adapt. Here’s a summary of the conversation.

02/10/2024


News


Read more >>

When profit growth doesn’t have to stem from new business


Rather than chasing that new piece of business, what if improved margins on existing business could deliver the same profit? DBA Annual Survey Report sponsor, VisionFR takes a look. 

04/09/2024


News


Read more >>

DBA Members’ Forum | August Summary


In our August DBA Members' Forum we had an energising conversation about working internationally. Here’s a summary of the conversation.

12/08/2024


News


Read more >>

DBA Members’ Forum | July Summary


In our July DBA Members' Forum we talked about right-sizing, how to spot it might be necessary, and what action to take. Here’s a summary of the conversation.

02/07/2024


News


Read more >>

Main Content

How can design help navigate the biggest shifts our world faces?

Sir Geoff Mulgan

No ordinary industry event, The Design Effect was a unique and inspiring afternoon and evening of talks, panel debates, effectiveness case studies and dinner discussions in the spectacular surroundings of The British Museum.

Senior leaders from companies like Carlsberg, NatWest, Pearlfisher, Bayer, Danone, Osborne Pike, 2LK, Volvo, Nestlé, ELSE, Reckitt, Wolff Olins and more, fired up their passion for what design can achieve and left ready to change tomorrow.

The Design Effect was opened by the DBA’s Chief Executive Deborah Dawton and featured a keynote speech in the British Museum’s Great Court by Sir Geoff Mulgan, author of ‘Another World is Possible’. 

Take a peek into the day, see who won DBA Design Effectiveness Awards and read Deborah Dawton’s speech below. 

DBA Chief Executive's speech transcript

“Welcome to The Design Effect. My name is Deborah Dawton and I’m the Chief Executive of the Design Business Association, and it’s my privilege to welcome you here today. 

When Adam (Fennelow) and I are talking to business leaders about joining the DBA, one of the propositions that we put to them is that they should join the DBA if they want to be the architects of their own future, of the future of the design industry. 

Adam we’ve got this wrong! 

It’s not nearly a big enough goal, given the capability of impact and influence this sector of ours could be having. Surely our goal should be much much more ambitious. Being the architects of THE future is what we should have a concern for, because if we’re not, who is? 

I’d like to read you a bit of a story in a magazine I get – it’s the October edition of The Simple Things magazine, and it’s about the legacy of the textile industry. Picture sheep in fields and in the distance a prosperous town boasting great housing of the time, and a spectacular church or two, and a guildhall. 

The article starts, “Woven into the British Isles is the story of our textiles. And traces of this history are found everywhere, from sheep that graze our hills to the mills that skim our skylines. These threads take us from farms to weavers to merchants, and from towns and villages to all over the world. They’ve shaped grand civic buildings and humble domestic dwellings; we’ve used natural resources to power production and brute force to build railways and canals for transportation. There are specific local histories – such as Dundee’s jute, Welsh tapestry blankets, and the ganseys of the Shetland Isles and coastal communities. Then there are the specialist trades, such as lace, silk, dyeing and finishing.”  

Take wool. “In medieval times, wool was one of the most important contributors to the English economy. The likes of the Church of St Peter and St Paul, in Northleach, in the Cotswolds, rebuilt with wool money in the 15th century, is just one of the many gilded reminders of the spectacular wealth generated by wool. Families who grew rich rearing sheep, trading fleeces or weaving wool, made generous contributions to the church, often creating places of worship completely out of scale with modest village congregations. Their building also supported hundreds of crafts people, from stonemasons to stained glass makers.” 

The article goes on to say that you can see wool’s influence in the sheep you’ll spot such as Herdwick and Welsh Mountain, whose coarse wool makes it more suitable for use in carpets, or the softer fleeces of lowland sheep, such as Ryland and Suffolk, and the longwool breeds, like Bluefaced Leicester and Wensleydale, that find use in knitting yarns. And it also goes on to tell you how surviving packhorse routes show the journeys undertaken to take the wool from sheep to weaver to merchant, such as Norfolk’s Weavers’ Way, winding between Great Yarmouth and Cromer. And you’ll be familiar with the fact that these yarns were woven into very different textiles often influenced by place – look at the colours of tweed and tell me those aren’t the colours of Scotland, and those colours were most often created by dyes made from plants and berries found in those places.

Reading this got me thinking. What will the legacy of the design industry be?

If I was reading this article about all of us 50 years from now, what would it say? Let’s bring that forward. What would it say in 2035? 10 years from now. What do we want it to say, because that article would be talking about us. 

The textile industry built towns, better living conditions, churches , guild halls, markets to sell goods, and so on. And I know I’m giving you the version of their history that is rose-tinted, but it’s to make the point. 

What do we want our legacy to be?

Do we think and exist beyond the immediate design challenge? 

Is there a thread of altruism that runs through this industry, a generosity of spirit? There is in all of you – you’ve given your time today to come together around a common purpose. We’re here today because we want to weave a closer association across the design industry.  

But, I also want to challenge you to exercise your imagination to its full potential, in order for you to be able to put yourself far ahead of what your designing today. 

My suspicion is that we’ve all had our heads down focusing on what we’re designing now, and I think we need this event today to encourage us to change our perspective. This isn’t about look up and look out. I need you living in the “out” bit. Out there looking back. 

Having that perspective on the future is now critical – it has to be a part of who you are. We cannot continue to design despite it, the future that is.  

Design will save the world has been the matra coming out of our sector for the last 25 years. You know, pants outside your trousers stuff. 

In the same way that a piece of fabric won’t clothe someone, but it allows you to make the garments that will clothe people, design allows companies to make products and services that can have an impact. 

The Design Effectiveness Awards, and this event today, The Design Effect give us the case studies that are historical evidence – there was a brief, there was a design, it went to market, it was in market for 3 years and this was the impact. 

My call to you today is that you take confidence in knowing that that will happen. But… design is just one component of that reality. 

Designers need to exist beyond their designs – you need to imagine five years after the launch. It’s where you need to be. You shouldn’t have to be told to look up and look out, you should already be in the future. Yes we operate in the creation of something today but our responsibility is to sit in that forward state and consider the implications of what we’re designing. 

In order for us to have a better sense of what the future is, we need to be better woven together. We need to be congregating, discussing, debating, showing and telling. Challenging each other. 

The Design Effect 2024

And where has the concept work gone everybody? It was concept work that got SeymourPowell on our TVs 25 years ago. It was house of the future that attracted 250,000 through it at the Ideal Home Show years ago. What are our concepts around sustainability? Around equality. Around diversity. Where can we be seen taking responsibility for the future? With no flag in the sand, what are we aiming for?

I’d love us be presenting our concepts of the future the next time we meet, interwoven with the case studies of our proven successes. And I’m talking about the opposite of nudge here! Nudge ignores our ability to create. But the power to draw people into our future lies with us – to draw alongside, because when we’ve suggested what the future looks like, it’s less risky for those that need to step into it, the businesses we work with. There can be no more design in isolation. We must draw together if we’re going weave the right narrative of the future, a future we’ve designed. 

And just maybe, our legacy will be a good one.”

Design Week’s Clare Dowdy summarises Four Takeaways from The Design Effect event. 

DBA Design Effectiveness Awards Grand Prix 2024

Spanning work for global companies, major retailers, start-up challengers and beyond, the 2024 DBA Design Effectiveness Award winners have been revealed. The Awards celebrate the integral role design plays in transforming businesses, improving societies and enhancing people’s lives. Judged by a broad range of business leaders and entered jointly by client and designer, this year’s Awards were presented at The Design Effect. Find out who won. 

 

Browse all the Gold, Silver and Bronze award winning case studies here > 

DBA Roundup


A roundup of industry expertise, exclusive resources, business support and tools for your design business.

06/11/2024


News


Read more >>

A look beyond the headlines in the 2024 DBA Annual Survey Report


DBA Experts take a closer look at findings from the 2024 DBA Annual Survey Report and what they mean for your business.

06/11/2024


News


Read more >>

DBA Members’ Forum | November Summary


In our November DBA Members' Forum, we delved into the key findings from the 2024 DBA Annual Survey Report, exploring how the data will...

05/11/2024


News


Read more >>

The Design Effect: DBA Chief Executive’s speech


The Design Effect was opened by the DBA's Chief Executive Deborah Dawton and featured a keynote speech in the British Museum's Great Court by Sir Geoff Mulgan, author of 'Another World is Possible'. Take a peek into the day and read Deborah Dawton's speech.

16/10/2024


News


Read more >>
award

2024 DBA Design Effectiveness Award winners revealed


Spanning work for global companies, major retailers, start-up challengers and beyond, the 2024 DBA Design Effectiveness Award winners have been revealed.

09/10/2024


News


Read more >>

DBA takes on British Industrial Design Association (BIDA) interests


The British Industrial Design Association (BIDA) has officially transferred its interests to the DBA, marking a shift in the national...

04/10/2024


News


Read more >>

DBA Members’ Forum | September Summary


In our September DBA Members' Forum yesterday, we had an enlightening conversation about leading the modern workforce and how we might need to adapt. Here’s a summary of the conversation.

02/10/2024


News


Read more >>

When profit growth doesn’t have to stem from new business


Rather than chasing that new piece of business, what if improved margins on existing business could deliver the same profit? DBA Annual Survey Report sponsor, VisionFR takes a look. 

04/09/2024


News


Read more >>

DBA Members’ Forum | August Summary


In our August DBA Members' Forum we had an energising conversation about working internationally. Here’s a summary of the conversation.

12/08/2024


News


Read more >>

DBA Members’ Forum | July Summary


In our July DBA Members' Forum we talked about right-sizing, how to spot it might be necessary, and what action to take. Here’s a summary of the conversation.

02/07/2024


News


Read more >>

Main Content

The DBA Design Effectiveness Awards celebrate the integral role design plays in transforming businesses, improving societies and enhancing people’s lives.

Judged by a broad range of business leaders and entered jointly by client and designer, this year’s awards were presented at The Design Effect, a new event from the DBA celebrating and exploring the impact of design on business, society and beyond and featuring speakers including Monzo’s Vuokko Aro, Wolff Olins’ Sairah Ashman and Diageo’s Jeremy Lindley.

Explore images from the awards.

Says DBA, Chief Executive Deborah Dawton: “It was fantastic to bring together brands, agencies and design leaders from across the industry to explore design’s impact at the inaugural ‘The Design Effect’ conference this week. By celebrating the DBA Design Effectiveness Awards as an integral part of the day, the successes of the 2024 winners brought-to-life how design can create truly effective outcomes for business, people and planet.

 With the challenges economies, companies and communities around the world face today, illuminating the value of design in responding to change has never been more important. The Gold, Silver and Bronze Design Effectiveness Award winners do just that. Across industry sectors and design disciplines, they prove how essential design is in creating a brighter future for all.”    

Mockingbird Raw Press and B&B studio win Grand Prix

Mockingbird Raw Press’ Brand Creation by B&B studio was awarded Gold as well as the coveted Grand Prix.

By creating a brand that consumers understand is worth paying more for, the design empowered Mockingbird’s strategy of introducing a premium tier into grocery and of reshaping the UK smoothie category into a good, better, best model. The small but mighty new brand creation has disrupted the dominance of market giants to become the UK’s fastest-growing smoothie brand and number one contributor to overall category growth. Find out more about Mockingbird Raw Press Brand Creation. 

Fred. Olsen Cruise Lines and Else

Also winning Gold was the immersive, rich experience created online by Else for Fred. Olsen Cruise Lines, which increased engagement and saw website usage leap 60% on the previous year and conversions from browsing visitors to bookings improve by 50%. Find out more Else’s work with Fred. Olsen. 

Tom Parker Creamery also took home a Gold award with White Bear for a rebrand which transformed the way the 100-year-old dairy company works, enabling it to unlock mainstream opportunities including national listings in 733 Sainsbury’s stores, 300 Waitrose and online at Ocado. Find out more about Tom Parker Creamery’s rebrand. 

The Kitcheneers by Without for AiP

Other winners include Nottingham Express Transit and Michon’s NET Freshers’ Campaign which helped increase daily downloads of a dedicated app by 141% and positively impacted on reducing fare evasion on trams in the city; GW+Co’s and Control Techniques collaboration which delivered a new-found momentum to the drives business following a rebrand and there are now 89% more staff on the UK team; NatWest’s ‘Carbon Planner’ digital tool, which in its launch year was used by over 4,000 businesses to easily understand their carbon footprint and take tangible steps to reduce it; and ‘The Kitcheneers’ by Without for school caterers Alliance in Partnership, which improved nutrition across dishes, with a 35% increase in vegetable servings compared to prior to the rebrand.     

Thank you to our fantastic judges who brought their insight and experience to rigorously judge all the entries and congratulations to the winning agency and client partnerships. Browse all of the Gold, Silver and Bronze winners and take a look at their case studies.

Says Sean Carney, Chair of the DBA Design Effectiveness Awards Judging Panel: “This year’s DBA Design Effectiveness Award winners demonstrated solutions to a truly diverse set of challenges and once again the distinguished groups of judges had to work hard to pick the winners.

The judging panels consisted of an incredible cross section of Business, Marketing and Design leadership, ensuring that we had a diverse set of perspectives when evaluating the entries. As Chair of these judging panels, it was truly an honour to witness the quality and depth of the discussions triggered by each entry. 

 The winners provide clear and compelling evidence that design can and does deliver value, improving business results, positively impacting society and improving lives. They can be extremely proud of the recognition they have received.” 

2024 DBA Design Effectiveness Award Winners

Award Client Consultancy Project
Grand Prix & Gold  Mockingbird Raw Press  B&B studio  Mockingbird Raw Press Brand Creation 
Gold  Fred. Olsen Cruise Lines  Else  Fred. Olsen  
Gold  Tom Parker Creamery  White Bear  Tom Parker Creamery Rebrand 
Silver  Burts  Biles Hendry  Burts Rebrand
Silver  Clarivate  Clarivate Brand Experience Design and Studio Texture 

Top 100 Global Innovators 2021 

Silver  La Vie  Everland  La Vie Packaging and Branding 
Silver  Toms Gruppen  Everland  Toms Guld Barre Packaging 
Silver  Nottingham Express Transit (NET)  Michon  NET Freshers’ Campaign 2022 
Silver  NatWest   NatWest 

NatWest Carbon Planner 

Silver  Alliance in Partnership  Without 

The Kitcheneers 

Bronze  Control Techniques  GW+Co 

Control Techniques Rebrand 

Bronze  Plenish  Magpie Studio 

Plenish Rebrand 

Bronze  Danone  Osborne Pike 

Olvarit Rebrand  

Bronze  Asda  OurCreative. 

Asda Just Essentials 

More information on the DBA Design Effectiveness Awards and how to enter can be found here.

DBA Roundup


A roundup of industry expertise, exclusive resources, business support and tools for your design business.

06/11/2024


News


Read more >>

A look beyond the headlines in the 2024 DBA Annual Survey Report


DBA Experts take a closer look at findings from the 2024 DBA Annual Survey Report and what they mean for your business.

06/11/2024


News


Read more >>

DBA Members’ Forum | November Summary


In our November DBA Members' Forum, we delved into the key findings from the 2024 DBA Annual Survey Report, exploring how the data will...

05/11/2024


News


Read more >>

The Design Effect: DBA Chief Executive’s speech


The Design Effect was opened by the DBA's Chief Executive Deborah Dawton and featured a keynote speech in the British Museum's Great Court by Sir Geoff Mulgan, author of 'Another World is Possible'. Take a peek into the day and read Deborah Dawton's speech.

16/10/2024


News


Read more >>
award

2024 DBA Design Effectiveness Award winners revealed


Spanning work for global companies, major retailers, start-up challengers and beyond, the 2024 DBA Design Effectiveness Award winners have been revealed.

09/10/2024


News


Read more >>

DBA takes on British Industrial Design Association (BIDA) interests


The British Industrial Design Association (BIDA) has officially transferred its interests to the DBA, marking a shift in the national...

04/10/2024


News


Read more >>

DBA Members’ Forum | September Summary


In our September DBA Members' Forum yesterday, we had an enlightening conversation about leading the modern workforce and how we might need to adapt. Here’s a summary of the conversation.

02/10/2024


News


Read more >>

When profit growth doesn’t have to stem from new business


Rather than chasing that new piece of business, what if improved margins on existing business could deliver the same profit? DBA Annual Survey Report sponsor, VisionFR takes a look. 

04/09/2024


News


Read more >>

DBA Members’ Forum | August Summary


In our August DBA Members' Forum we had an energising conversation about working internationally. Here’s a summary of the conversation.

12/08/2024


News


Read more >>

DBA Members’ Forum | July Summary


In our July DBA Members' Forum we talked about right-sizing, how to spot it might be necessary, and what action to take. Here’s a summary of the conversation.

02/07/2024


News


Read more >>

Main Content

As BIDA prepares to cease operations, it has chosen the DBA as the most suitable organisation to support its members and advance the representation of industrial designers in the UK.

All current BIDA members will be transitioned into DBA membership for the remainder of 2024, gaining access to the full range of benefits provided by the DBA. 

The DBA will be holding an online ‘Town Hall’ on 21 November for those in the industrial design community to discuss the needs and opportunities for the sector. Those interested should register their intention to attend.

BIDA stated: “As a not-for-profit membership organisation run entirely by volunteers it is an increasing challenge to be on top of representing the emerging diversification and specialisations developing from the traditional Industrial Design model. We have therefore concluded that in order to move forward in national representation of the ID profession there is a need for a new approach to adequately service and represent the needs and complexities of the sector.

 

We will therefore be handing over the interests of BIDA to the Design Business Association (DBA), an excellent organisation we have worked with and had a positive dialogue with over many years and who are well matched to the future business and professional needs of the UK Industrial Design community in all its forms.” 

Deborah Dawton, DBA Chief Executive, added: “The DBA is looking forward to engaging with the BIDA community and we’re excited to announce that current BIDA members will be moved into DBA membership for the rest of 2024. We’re looking forward to expanding our representation in the industrial design community.” 

DBA Roundup


A roundup of industry expertise, exclusive resources, business support and tools for your design business.

06/11/2024


News


Read more >>

A look beyond the headlines in the 2024 DBA Annual Survey Report


DBA Experts take a closer look at findings from the 2024 DBA Annual Survey Report and what they mean for your business.

06/11/2024


News


Read more >>

DBA Members’ Forum | November Summary


In our November DBA Members' Forum, we delved into the key findings from the 2024 DBA Annual Survey Report, exploring how the data will...

05/11/2024


News


Read more >>

The Design Effect: DBA Chief Executive’s speech


The Design Effect was opened by the DBA's Chief Executive Deborah Dawton and featured a keynote speech in the British Museum's Great Court by Sir Geoff Mulgan, author of 'Another World is Possible'. Take a peek into the day and read Deborah Dawton's speech.

16/10/2024


News


Read more >>
award

2024 DBA Design Effectiveness Award winners revealed


Spanning work for global companies, major retailers, start-up challengers and beyond, the 2024 DBA Design Effectiveness Award winners have been revealed.

09/10/2024


News


Read more >>

DBA takes on British Industrial Design Association (BIDA) interests


The British Industrial Design Association (BIDA) has officially transferred its interests to the DBA, marking a shift in the national...

04/10/2024


News


Read more >>

DBA Members’ Forum | September Summary


In our September DBA Members' Forum yesterday, we had an enlightening conversation about leading the modern workforce and how we might need to adapt. Here’s a summary of the conversation.

02/10/2024


News


Read more >>

When profit growth doesn’t have to stem from new business


Rather than chasing that new piece of business, what if improved margins on existing business could deliver the same profit? DBA Annual Survey Report sponsor, VisionFR takes a look. 

04/09/2024


News


Read more >>

DBA Members’ Forum | August Summary


In our August DBA Members' Forum we had an energising conversation about working internationally. Here’s a summary of the conversation.

12/08/2024


News


Read more >>

DBA Members’ Forum | July Summary


In our July DBA Members' Forum we talked about right-sizing, how to spot it might be necessary, and what action to take. Here’s a summary of the conversation.

02/07/2024


News


Read more >>

Main Content

  • Kate Shepherd, co-founder of The Future Collective shared her presentation giving us a whistle-stop tour of their soon-to-be-published research with Henley Business School, Leadership Futures: Advancing into Industry 5.0. 
  • This comes at a time when we have a multi-generational workforce with divergent values and expectations, and that calls for a shift in the way we’re leading our businesses and teams.  
  • As we enter this era, there’s a strong focus on people – both the generation leaving the workforce and the legacy they’ll leave behind, and the younger generation joining with fresh and innovative ideas. It’s a huge opportunity for leaders to think beyond profit, considering their impact on society, the environment and the broader stakeholder community.
  • If the generational gap is feeling wider now than it has before, that’s partly due to the impact of the pandemic. Working and studying remotely, and the fact that getting on the property ladder feels unattainable, means that values and ambitions have shifted dramatically in recent years for the younger generations. 
  • Balancing flexibility with the on-the-job learning we all benefitted from, is key for those entering the workforce that might feel their learning opportunities have been stunted.
  • Trust and empathetic leadership is imperative – along with a level of flexibility in the day and over the week – and this is the case across the board in your teams, no matter their age. 
  • So, whether it’s a sports day or a mid-morning gym session, flexibility will be appreciated and rewarded with loyalty, as is creating an environment they want to work and learn in. Make team days count.
  • Younger generations are looking for roles where company ethics and values align with their own before they accept job offers. Are your values clearly articulated on your website? They can’t just be words, they have to be apparent in your actions.
  • Empowerment was discussed – that could look like inviting a younger colleague to a pitch or a client meeting. Make them part of the every day to make them feel like a valued and appreciated member of your business. 
  • How do you practically make these changes as a leader? Challenge yourself to learn new things, make time to invest in yourself and the way you approach leadership.
  • The full report will be published on 7 October – look out for it in our newsletter.

There was much, much more covered in the hour – I hope you find these notes helpful. Join our next meeting on Monday 4 November, 4-5pm GMT, look out for an email with the details in a few weeks.

We’ve captured the conversation highlights from the all the Members’ Forums which have taken place and they can all be found here.

DBA Roundup


A roundup of industry expertise, exclusive resources, business support and tools for your design business.

06/11/2024


News


Read more >>

A look beyond the headlines in the 2024 DBA Annual Survey Report


DBA Experts take a closer look at findings from the 2024 DBA Annual Survey Report and what they mean for your business.

06/11/2024


News


Read more >>

DBA Members’ Forum | November Summary


In our November DBA Members' Forum, we delved into the key findings from the 2024 DBA Annual Survey Report, exploring how the data will...

05/11/2024


News


Read more >>

The Design Effect: DBA Chief Executive’s speech


The Design Effect was opened by the DBA's Chief Executive Deborah Dawton and featured a keynote speech in the British Museum's Great Court by Sir Geoff Mulgan, author of 'Another World is Possible'. Take a peek into the day and read Deborah Dawton's speech.

16/10/2024


News


Read more >>
award

2024 DBA Design Effectiveness Award winners revealed


Spanning work for global companies, major retailers, start-up challengers and beyond, the 2024 DBA Design Effectiveness Award winners have been revealed.

09/10/2024


News


Read more >>

DBA takes on British Industrial Design Association (BIDA) interests


The British Industrial Design Association (BIDA) has officially transferred its interests to the DBA, marking a shift in the national...

04/10/2024


News


Read more >>

DBA Members’ Forum | September Summary


In our September DBA Members' Forum yesterday, we had an enlightening conversation about leading the modern workforce and how we might need to adapt. Here’s a summary of the conversation.

02/10/2024


News


Read more >>

When profit growth doesn’t have to stem from new business


Rather than chasing that new piece of business, what if improved margins on existing business could deliver the same profit? DBA Annual Survey Report sponsor, VisionFR takes a look. 

04/09/2024


News


Read more >>

DBA Members’ Forum | August Summary


In our August DBA Members' Forum we had an energising conversation about working internationally. Here’s a summary of the conversation.

12/08/2024


News


Read more >>

DBA Members’ Forum | July Summary


In our July DBA Members' Forum we talked about right-sizing, how to spot it might be necessary, and what action to take. Here’s a summary of the conversation.

02/07/2024


News


Read more >>

Main Content

In our previous article for the DBA we discussed when a creative agency might employ its first Finance Director and what shape that might take, for example, full-time versus portfolio/fractional; in-house versus outsourced.

Whichever approach you take, and whatever your business size, having someone with dedicated time to understand the financial dynamics of the business is essential. Someone who can really get “under the bonnet”, contribute to the strategy and help translate that into monthly, annual and longer-term business planning, using appropriate metrics and KPIs to forecast and set goals.

Whilst agencies will often chase top line fee and revenue growth, devoting large amounts of costly time and resources to competitive creative pitches, having a keen eye on client and project profitability of existing business is key in terms of the actual financial benefit to a business.

Let’s take an example, whereby an agency secures a piece of business worth, say, £100k in fees. Assuming a “modest” operating profit margin of 10%, this would return £10k to the agency’s bottom line (pre-tax). Now let’s also assume that the overall agency revenues are £1m, generating a £100k profit at our 10% margin.

If the FD (or senior finance personnel) is able to help improve the overall margin by just 1% to 11%, then the increased profit (£110k instead of £100k), is tantamount to the business winning that £100k piece of new business. And what if we could improve the margin to 15%, more of an industry norm, or even 20%+ which is what the best performing agencies make? Without any margin improvement, the agency would need to increase its revenues by 50-100% to achieve the same level of increased absolute profit.

Of course, it’s very easy to say that, and possibly harder to achieve in practice, but a strong FD can help by:

  • reviewing current profitability or utilisation measures,
  • examining the resourcing and utilisation by project and client,
  • and thereby determining which clients/projects are costing the business money compared to others.

Armed with this knowledge, they can then work with client facing teams to:

  • improve projects/clients which are less profitable than others
  • help ensure scopes of work are properly budgeted for and adhered to, or negotiate additional fee for out-of-scope work
  • agree where additional support, freelance or otherwise, is genuinely needed
  • improving processes and systems to aid efficiencies
  • negotiate improved terms of business with client procurement – aiding cashflow, ensuring ratecards are appropriate or agreeing value propositions.

Allied to this, your FD will also be improving commercial acumen of your account handlers and their confidence in discussing financial issues directly with clients.

As a business grows and even in times of contraction, having access to a senior Finance Director to ensure the business operates as efficiently and profitably as possible is more of a necessity rather than a luxury. Running an SME business throws up ad hoc issues on a regular basis – things can blind side you, for example issues with suppliers, landlords, cashflow, staff, utilisation, overservicing, potential M&A, taxation, legal matters, insurance claims, bad debts, audit, procurement & general operating efficiencies to name some. In most instances, the Finance Director should more than cover their overhead by improving your profitability from clients or projects and/or also controlling costs and risk.

What you’re aiming for is to combine the generation of new fee income through new business development and dove-tailing this with improved margin performance on existing business; that’s the sweet spot to a thriving business.

About: VisionFR

VisionFR is a specialist financial and HR recruitment consultancy, owned and run by former CFOs from the marketing and creative sectors. Deborah and Greg Broadbent have first-hand experience of the pleasures and the ongoing challenges of running agencies, and so are well placed to consult with you should you be looking to recruit into your finance or HR teams at any level. 

 deborah.broadbent@visionfr.co.uk

greg.broadbent@visionfr.co.uk

www.visionfr.co.uk 

DBA Roundup


A roundup of industry expertise, exclusive resources, business support and tools for your design business.

06/11/2024


News


Read more >>

A look beyond the headlines in the 2024 DBA Annual Survey Report


DBA Experts take a closer look at findings from the 2024 DBA Annual Survey Report and what they mean for your business.

06/11/2024


News


Read more >>

DBA Members’ Forum | November Summary


In our November DBA Members' Forum, we delved into the key findings from the 2024 DBA Annual Survey Report, exploring how the data will...

05/11/2024


News


Read more >>

The Design Effect: DBA Chief Executive’s speech


The Design Effect was opened by the DBA's Chief Executive Deborah Dawton and featured a keynote speech in the British Museum's Great Court by Sir Geoff Mulgan, author of 'Another World is Possible'. Take a peek into the day and read Deborah Dawton's speech.

16/10/2024


News


Read more >>
award

2024 DBA Design Effectiveness Award winners revealed


Spanning work for global companies, major retailers, start-up challengers and beyond, the 2024 DBA Design Effectiveness Award winners have been revealed.

09/10/2024


News


Read more >>

DBA takes on British Industrial Design Association (BIDA) interests


The British Industrial Design Association (BIDA) has officially transferred its interests to the DBA, marking a shift in the national...

04/10/2024


News


Read more >>

DBA Members’ Forum | September Summary


In our September DBA Members' Forum yesterday, we had an enlightening conversation about leading the modern workforce and how we might need to adapt. Here’s a summary of the conversation.

02/10/2024


News


Read more >>

When profit growth doesn’t have to stem from new business


Rather than chasing that new piece of business, what if improved margins on existing business could deliver the same profit? DBA Annual Survey Report sponsor, VisionFR takes a look. 

04/09/2024


News


Read more >>

DBA Members’ Forum | August Summary


In our August DBA Members' Forum we had an energising conversation about working internationally. Here’s a summary of the conversation.

12/08/2024


News


Read more >>

DBA Members’ Forum | July Summary


In our July DBA Members' Forum we talked about right-sizing, how to spot it might be necessary, and what action to take. Here’s a summary of the conversation.

02/07/2024


News


Read more >>

Main Content

  • Escaping saturation in the UK market and having an adventurous nature were two key motivations for working internationally that stood out for me on the call. It’s not an easy or quick transition, but with the right attitude, it can be transformational.
  • Thoroughly understanding the brief and the specific territory is crucial for success. If you’re unfamiliar with the region, partnering with local experts can help.
  • Better still, get on the plane – with the national airline for extra cultural cues – and set up a pop-up agency for a period of time to help you to understand the market better.
  • Awareness of cultural sensitivities is vital. From local customs to business practices, do your research and be prepared to adapt. Even in the US, we may speak the same language, but the market is completely different.
  • For some on the call, having a local presence is essential for credibility and operational efficiency. If you’re just starting out it might not be necessary – but if you’re aiming for growth, then it’s a big consideration. 
  • Whether you have boots on the ground or not, having someone who speaks the language is crucial, and make sure you have a local lawyer too.
  • International growth can sometimes be sparked by a referral or a previous client moving into a new market. Relationships are key. One member mentioned using DBA Expert Lucy Mann to make sure they had an active plan to keep in touch with previous clients. 
  • Consider your regions carefully. One member suggested they’d only do work where they could take their kids. If you’re a B Corp, that might dictate certain markets or industries you can’t engage with. 
  • We’re in a strong position – British design is highly valued internationally – and you might find you’re paid more fairly.
  • Don’t forget to PR the work you are doing, international clients are watching – we had one member highlight their success was down to this. 
  • The Department for Business & Trade is a good place to start for the basics – and lean into your DBA network; we’re a friendly bunch and can connect you with members experienced in the markets you’re exploring.

There was much, much more covered in the hour – I hope you find these notes helpful. Join our next meeting on Monday 2 September, 4-5pm BST, look out for an email with the details in a few weeks.

We’ve captured the conversation highlights from the all the Members’ Forums which have taken place and they can all be found here.

DBA Roundup


A roundup of industry expertise, exclusive resources, business support and tools for your design business.

06/11/2024


News


Read more >>

A look beyond the headlines in the 2024 DBA Annual Survey Report


DBA Experts take a closer look at findings from the 2024 DBA Annual Survey Report and what they mean for your business.

06/11/2024


News


Read more >>

DBA Members’ Forum | November Summary


In our November DBA Members' Forum, we delved into the key findings from the 2024 DBA Annual Survey Report, exploring how the data will...

05/11/2024


News


Read more >>

The Design Effect: DBA Chief Executive’s speech


The Design Effect was opened by the DBA's Chief Executive Deborah Dawton and featured a keynote speech in the British Museum's Great Court by Sir Geoff Mulgan, author of 'Another World is Possible'. Take a peek into the day and read Deborah Dawton's speech.

16/10/2024


News


Read more >>
award

2024 DBA Design Effectiveness Award winners revealed


Spanning work for global companies, major retailers, start-up challengers and beyond, the 2024 DBA Design Effectiveness Award winners have been revealed.

09/10/2024


News


Read more >>

DBA takes on British Industrial Design Association (BIDA) interests


The British Industrial Design Association (BIDA) has officially transferred its interests to the DBA, marking a shift in the national...

04/10/2024


News


Read more >>

DBA Members’ Forum | September Summary


In our September DBA Members' Forum yesterday, we had an enlightening conversation about leading the modern workforce and how we might need to adapt. Here’s a summary of the conversation.

02/10/2024


News


Read more >>

When profit growth doesn’t have to stem from new business


Rather than chasing that new piece of business, what if improved margins on existing business could deliver the same profit? DBA Annual Survey Report sponsor, VisionFR takes a look. 

04/09/2024


News


Read more >>

DBA Members’ Forum | August Summary


In our August DBA Members' Forum we had an energising conversation about working internationally. Here’s a summary of the conversation.

12/08/2024


News


Read more >>

DBA Members’ Forum | July Summary


In our July DBA Members' Forum we talked about right-sizing, how to spot it might be necessary, and what action to take. Here’s a summary of the conversation.

02/07/2024


News


Read more >>
Cookies

We use cookies to help improve our website. By continuing to use this website, you agree to our use of cookies.