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Thursday, 15 June 2006 | Levent OZLER
Raymond Turner presents the DBA Design Effectiveness Lecture 2006
How to Champion Effective Design
Raymond Turner
Raymond Turner (Design Leadership Consultant and former Group Design Director, BAA) will present the DBA Design Effectivess Lecture 2006, addressing an audience of senior business executives and design directors - many with board level responsibility for design and branding in companies and organisations which embrace both the commercial and public sectors. The crux of the presentation on 6 July, entitled "How to Champion Effective Design", makes the case for design as a vital business contributor with a measurable return on its investment.
"Money spent on design is the largest single sum the board knows the least about!"
Raymond Turner confronts perceptions of design as superficial, expensive, elitist and irrelevant. Turning the statement on its head he demands that design is a serious business issue which requires respect and senior management's responsibility. And given that his strategic advice could be attributable to BAA's tangible corporate identity and brand reputation (the company is currently the subject of a high value takeover by Grupo Ferrovial) Raymond Turner can evidence his argument.
As Chairman of the DBA Design Effectiveness Awards judging panel for the past four years, Raymond Turner is ideally placed to present case studies of cogent design strategies drawn from previous winners of the DBA Design Effectiveness Awards. These augment his personal experiences for clients who have included Eurotunnel, the Bank of England, the New West End Company, and Transport for London. Collectively they demonstrate the powerful links between business operations, environments, services and marketing in establishing corporate culture and encouraging commercial performance. Carefully focused design investment can increase return on capital employed and increase net margin.
Venue: Wolff Olins, 10 Regents Wharf, All Saints Street, London N1 9RL
Date of Lecture:6 July 2006
Time: 6-9pm
http://www.dba.org.uk/events/Effectivenesslecture.htm
About Raymond Turner
Raymond is an independent design leadership and management consultant based in Ireland and the UK.
He specialises in helping companies improve commercial performance by:
- Maximising value from their design investments
- Delivering enhanced customer experience through design, communications and behavioural change
- Developing design awareness in business leaders and managers.
His clients include BAA where he provided design leadership to their Heathrow Terminal 5 project; the New West End Company where he led the development of a new masterplan for revitalising London's West End; Transport for London where he is helping to create Design Management Guidelines for the Urban Environment; and a major development company in Ireland where he is creating a new city centre masterplan, incorporating a significant rail and bus interchange.
He is non-executive Chairman of Bradley McGurk Partnership, an Irish based branding and design management consultancy.
He regularly speaks at universities and conferences on the strategic value of design to business and design management, and frequently contributes papers for international design journals.
Raymond Turner: http://www.dexigner.com/directory/detail/7938/
The DBA Design Effectiveness Awards
The DBA Design Effectiveness Awards recognise, reward and promote the integral role effective design plays in the creation of business growth. The most important way of communicating the value of design is by measuring its true effectiveness. The DBA's annual Design Effectiveness Awards are both prestigious and authoritative, the only award scheme that uses commercial data as a key judging criteria. Year after year, winning case studies demonstrate that successful projects require the integration of the design brief with business aims and objectives from the outset. This sets the stage for a transparent and accountable relationship between client and designer that provides the best creative and commercial environment for success.
The case studies also serve to demonstrate the excellent value for money and return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve. In a crowded marketplace, there is no place for one hit wonders; good design and good business are a longterm relationship.
The DBA Design Effectiveness Awards will be presented on 28 November at a prestigious event.
Design Business Association (DBA)
The Design Business Association (DBA) is the trade association for the UK design industry and represents over 340 design consultancies. Established in 1986, it exists to promote professional excellence through productive partnerships between commerce and the design industry and to champion effective design, which improves the quality of people's lives.
Design Business Association: http://www.dexigner.com/directory/detail/7889/
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