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Creativity and increased sales don't always go hand-in-hand, but that could be changing. Lynda Relph-Knight is heartened to see more design groups competing for places in the cumulative effectiveness awards tables
IN AN IDEAL world, effectiveness charts would mirror those based on creative excellence. Great design looks good, smacks of innovation and is beautifully executed, but makes commercial sense, too.
Sadly, this world isn't ideal, and though a handful of consultancies, internationally renowned for their creativity, rank high for the commercial performance of their designs and make it to the top of the effectiveness charts - Pearlfisher, Elmwood and Red Bee Media, for example - we still have a way...