Often the Forums take the form of invited guests giving insight or provocation to spark discussion, sometimes we set a question or ask for opinion. All of the sessions have been beneficial, but here are a few which particularly stood out for me this year.

Blair Enns joined us in January to talk about creative businesses selling their expertise and how to move out of a ‘vendor’ position in the sale. Blair is a long-time friend of the DBA and there are not many members who are not aware of his philosophy and expertise when it comes to positioning and sales. This was an excellent opportunity to dig into the detail and ask questions, with the conversation spanning Blair’s ‘one client at a time’ approach, to the role of business owners in the sale, and much more.   

In April, Mark Curtis formerly of Accenture Song (and founder of Fjord) talked us through the Lifestyle Trends Report, a fascinating insight into the factors impacting not just consumer behaviour on the high street, but also those buying design services. Of the many pertinent points Mark shared, the two that stood out for me were ‘Data Overload’ where we have access to so much information we don’t know what to do with it, and ‘Decision Paralysis’ from a position of fear of making the wrong decision – the irony of course being that not making a decision is usually the worst option.

The age-old issue of free pitching was addressed in May after a flurry of social media posts in the month before had attracted a lot of attention. We took the opportunity to spotlight members from a range of specialisms who do not free pitch as proof that there is a better way to win work and run your business. The DBA Code of Conduct recommends that members do not free pitch, and we can help you transition to this mindset. If you’d like to explore this further in 2026, drop me a line at adam@dba.org.uk to set up a call. We also have a wide range of guidance members can tap into online.

The membership of the DBA has two core constituents – design agencies, and in-house teams at large corporates. In October, we brought these together by inviting three global design leaders from large corporations to talk openly about the issues and pressures within their businesses and how they impact the design decisions that are made. This was an excellent opportunity to understand the constraints that some clients are operating under, as they too are trying to elevate the importance of design within their businesses.

Don’t miss our first Forum of 2026 – taking place on 12 January from 13:30 to 14:30 in our new regular lunchtime slot.

We’re going to be focussing on working internationally and will be joined by DBA members representing a range of sectors, including PriestmanGoode’s Kirsty Dias and forpeople’s Chris Hacking, who’ll be sharing their experiences and perspectives so you too can grow your impact abroad. 

You can find more details below, along with a snapshot of all the conversations from this year’s Member Forums.

Selling expertise
If you’re selling your expertise in a creative business, these top tips from Blair Enns will help you move from a vendor to expert. Take it one client at a time and navigate tricky conversations with more confidence. Read more. 

How AI is reshaping the way we work
From productivity gains to integrating AI as a brand management tool, DBA members shared practical ways they’re incorporating AI into their day-to-day work – with some useful legal advice along the way. Read more. 

Productivity vs creativity
Does over monitoring stifle creativity? Finding the balance between structured and unstructured time, and allowing time to rest, were among the insights shared by Alex Soojung-Kim Pang. Read more. 

Accenture Life Trends 2025 Report
How are people’s behaviours and attitudes shifting, and what does this mean for our businesses? A fascinating look at the latest Accenture Life Trends Report. Read more.

Say no to free pitching
Practical and inspiring ways to push back against free pitching from a range of DBA members. From clear policies to building stronger client relationships – there’s much more you can do. Read more. 

Design education
We explored design education with contributors ranging from university leaders to design business owners to recent graduates. These conversations will continue in 2026. Read more. 

Author special
From service design to human centred creative leadership, if you’re looking for an inspiring Christmas read, look no further than these two books. Read more. 
Plus, check out the DBA recommended reading.

Build new business momentum
How can you tap into your network and stay ahead of trends? Practical, strategic advice from DBA Expert and new business specialist, Lucy Mann – relevant at any point in the year. Read more. 

The in-house perspective
What is really going on inside large organisations? How are the current market conditions shaping the way they work with agencies? A fascinating conversation with three in-house design leaders. Read more. 

In Focus Report special
Maximising profitability, recovery rates, golden ratios and key trends from the DBA’s 2025 In Focus Report were just some of the insights we explored in detail. Read more.

Inspirational perspectives on 2026
“What one experience this year will influence how you do business in 2026?” We asked an eclectic group of thinkers to share their views. From sustainability to AI to leadership endurance. Read more. 

Don’t miss our first meeting of 2026
Taking place on Monday 12 January at the new time of 13:30-14:30 we’re going to be diving into working internationally, with member-led strategic insight. Read more. 

Here’s a summary, prepared under Chatham House Rule, to give you a flavour of the responses: 

• Collaboration creates possibilities none of us can reach alone. Whether it’s joining industry events or engaging in global movements, getting involved in the design community is key to shaping the future.
• ‘What’s stopping you from starting today.’ If the idea is good then the time is now. Asking yourself this question often can reveal what’s holding you back and help you make real progress.
• Great design deserves great impact; measuring how iconic a brand is can elevate design to a strategic level and inspire teams to aim higher.
• Global markets offer major opportunities for UK design. For more on developing cultural fluency and designing for new markets, be sure to join our next forum on 12 January. 
• How will you make sustainability part of what you do? Small actions create significant changes and designers have both the agency and the responsibility to champion circularity and push industry and government to do better. 
• If you’re involved in the development of products, check this out. Read a global call to action on circularity in The Circularity Gap Report 2025.
• AI isn’t here to replace creativity, but to give you more time for the human connection and conversations that create real meaning. Automate the unloved tasks and create more space for in-person interaction in 2026.
• True leadership requires endurance, reflection, and frameworks that help people grow. We must build the next generation, support them and set them up for success with ways of tracking and measuring their own performance. The DBA’s Twenty/Twenty mentoring programme can help here too.

Our next DBA Member Forum is on Monday 12 January at our new time of 1.30pm GMT.

Nicola has spent more than two decades in the design industry, most of them at creative and digital agency HMA, where she has played a central role in shaping the agency’s growth and strategic direction. Under her leadership, HMA has developed a strong specialism in health, life sciences, and technology, delivering impactful work for NHS organisations, third-sector partners, start-up innovators, global pharmaceutical companies, and academic research teams.

She also contributes to the wider health-tech innovation landscape, delivering masterclasses and mentoring on digital health accelerator programmes and, more recently, helping to strengthen collaboration between industry and academia through her role on the industry sub-committee for the NIHR HealthTech Research Centre in Long-Term Conditions (Devices for Dignity).

Passionate about nurturing future talent and highlighting the breadth of careers within the creative and digital sectors, Nicola works closely with local schools and colleges – integrating digital components into design courses, setting live briefs, conducting mock interviews, and taking part in careers events and panel discussions.

Nicola joined the DBA Board of Directors in 2022, bringing deep industry experience and long-standing agency leadership to support the association’s strategic development and the wider design community.

“It’s both a privilege and a responsibility to take on the role of Chair at this point in time. Our industry is experiencing unprecedented transformation – from the rise of AI and emerging technologies to economic pressures, talent challenges, and an increasing need to demonstrate the true value of design. This is a critical moment for us to unite, champion effective design, and show the tangible difference our work can make to businesses, communities, and society.

I’d also like to take this opportunity to thank my predecessor, Warren Hutchinson, for his leadership, insight, and dedication during his tenure as Chair. His contribution has undoubtedly strengthened the DBA for the benefit of its members and the wider industry”

Nicola Tiffany, MD, HMA and Chair of the DBA Board of Directors

“I’m delighted to be working with Nicola, as Chair of the DBA Board of Directors , over the next three years. She’ll be the critical support that I need and the hands that guide the board. But I’m especially excited about the fact that she’ll be an inspiration to many with ambitions of leadership in the design industry. We need strong leaders in a time of transformational change, people who will champion creativity and human ingenuity, while building innovative ways of working made possible because of technological advances. Nicola sits on a seat that will give the DBA the advantage of seeing what’s coming at the sector.” Deborah Dawton, DBA Chief Executive

The Design Business Association (DBA) is the design industry’s trade association. Elected by the membership, the Directors of the DBA are a mix of DBA members and other design industry experts with extensive experience of integrating design into business strategy at executive level. They collaborate closely with the DBA’s management team to elevate the role of design in business and government and build confidence in design investment. 

DBA Directors include Tim Duncan, Founder and MD, TDC PR, Louise French, Global Operations Director, forpeople, Khadija Kapacee, Co-founder and MD, EDIT Brand Studio, Georgina Leigh-Pemberton, MD, Turner Duckworth, Deborah Longbottom, Treasurer, Simon Ritchie, Global Design Lead, Marketing Excellence, Haleon, Matt Round, Chief Creative Officer, tangerine, Andy Sexton, Partner and ECD, 2LK, Nicola Tiffany, MD, HMA, Stephanie Verschoor, Head of Design & New Digital Solutions, NatWest Group.