All about Design

In a rapidly changing and increasingly demanding marketplace, design is a critical source of competitive advantage. Embedded within, and throughout a business, design can impact across the total enterprise transforming its fortunes and tangibly realising its strategic intent. 

From measuring success to sharing excellence and best practice, we work to build universal confidence in design investment, and to enable thriving partnerships between those commissioning and managing design and the agencies delivering it.

Through our work, and with the powerful collective voice of our membership, the DBA is uniquely placed to drive design ever further up the agenda in business and government. 

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Representing In-house design

Amongst the DBA membership is a group of  businesses that see design as an investment, not a cost. They believe it should play a central role in the way they differentiate their businesses from competitors. They are dedicated to bringing design and business closer together, working to build a truly productive partnership between those commissioning and managing design and the in-house teams and agencies delivering it.

Our In-house Design Membership Group takes good design leadership to a higher level; further sharpening the competitive edge that comes from getting design into the heart of business as a driver for success.

Our members span a cross section of industries that invest in and value design. The group recognises the benefits of:

  • Cutting edge thinking on design effectiveness and maximising the return of investment in design.
  • Access to expertise on every aspect of design procurement.
  • Opportunities to discuss the issues impacting them and their organisations, learning from each other as they share experience.
  • Gaining a platform to voice their views and shape the future of UK design both nationally and internationally.

Research conducted by McKinsey concluded that businesses that embrace design generated 32% more revenue and 56% more shareholder returns than rivals over a five-year period.


Members of the DBA include:

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Jeremy Lindley, Global Design Director, Diageo “There are two key reasons why I joined of the DBA. First, the opportunity to network with those doing a similar role to me, to share best practice and learn from my peers. Second, having worked both agency and client side, I relish the opportunity to learn from interacting with a wide variety of agencies, who bring fresh perspectives and the influence of the industry.”

Jeremy Lindley, Global Design Director, Diageo.
(London, UK)


headshot of Andrew Lindsay“I am excited about the opportunity to collaborate with like-minded professionals at the DBA and contribute to shaping the future trajectory of the design industry. Together, we can redefine the narrative surrounding design and empower businesses to harness its full potential for innovation and growth.”

Andrew Lindsay, Global Head of Enterprise Design, KraftHeinz.
(Chicago, USA)


Headshot of Jos Harrison“‘I fully believe that the entire CPG industry must transform radically to meet the needs of our changing planet and society – and designers play a pivotal role in the transformation of ‘my’ and other sectors of business as well as government.”

Jos Harrison, Global Head of Brand Experience & Design, Reckitt.
(Amsterdam, Netherlands)

Join the In-house Design Group

Join our Design Leadership Group to add your voice to this powerful community and help shape the future of design.

Become a Member >>

Membership benefits include:

  • Bi-monthly online meetings orchestrated around the issues impacting senior design leaders in member organisations. Held under Chatham House Rule these meetings enable members to discuss complex issues in a safe environment while sharing both mistakes and best practice.
  • Regular engagement with the DBA team  to facilitate introductions, development and support of the internal team and its role in utilising design as a strategic tool within the organisation.
  • Support for you and your team at evaluating and measuring the effectiveness of design in order to illustrate the impact it has or could have within your organisation.
  • Professional development opportunities for all levels in the team – from senior design leaders through to designers and brand managers. This could take the form of bespoke discussions with the team, individual online courses or year-long mentoring programmes.
  • Engagement with the wider design community through access to monthly DBA Members’ Forums with the whole DBA Community, regular webinars ranging from interviews with the likes of Mauro Porcini, CDO at PepsiCo and Eric Quint, former CDO as 3M and Philips, to panel discussions, to report launches.

Contact Adam Fennelow to arrange a discussion on how you and your organisation could benefit from joining the DBA Community.



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