Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Learning to Practice
T2 - Nurturing Client Business in Design Education
AU - Murphy, Emma
AU - Baldwin, Jonathan
PY - 2012/12
Y1 - 2012/12
N2 - The past is another country.Picture the scene: Sterling Cooper advertising agency. Don Draper’s 1960s New York office. Clients with little knowledge of the creative process—impressed by quick wit and clever wording—hand the agency a brief. The creatives, after hours of pacing their office, cigarette in one hand, scotch on the rocks in the other, using a process only powerful account executives can understand, weave their magic and produce, at the last minute and seemingly out of nowhere, yet another fantastic slogan that makes the clients millions of dollars. The client marvels at the mysterious wonders of the design process, and exits happy. Design team did good. Job done. Time for another cigarette. If the design process depicted in the TV series “Mad Men” were ever true, it surely is no longer. Gone are the days when designers were given a tight brief by the client and left to “get on with it,” where designers work in isolation, left to their own mystical devices. The clients that employ designers today have vastly different needs from those in the Don Draper days. Design is not something that is added at the end of a process, like icing on a cake. It’s not the magic wand of the felt-tip fairy. It is the process.
AB - The past is another country.Picture the scene: Sterling Cooper advertising agency. Don Draper’s 1960s New York office. Clients with little knowledge of the creative process—impressed by quick wit and clever wording—hand the agency a brief. The creatives, after hours of pacing their office, cigarette in one hand, scotch on the rocks in the other, using a process only powerful account executives can understand, weave their magic and produce, at the last minute and seemingly out of nowhere, yet another fantastic slogan that makes the clients millions of dollars. The client marvels at the mysterious wonders of the design process, and exits happy. Design team did good. Job done. Time for another cigarette. If the design process depicted in the TV series “Mad Men” were ever true, it surely is no longer. Gone are the days when designers were given a tight brief by the client and left to “get on with it,” where designers work in isolation, left to their own mystical devices. The clients that employ designers today have vastly different needs from those in the Don Draper days. Design is not something that is added at the end of a process, like icing on a cake. It’s not the magic wand of the felt-tip fairy. It is the process.
KW - design
KW - design education
KW - skills
KW - education
KW - training
KW - MANAGEMENT
KW - design future
KW - strategy
KW - business
U2 - 10.1111/j.1948-7169.2012.00216.x
DO - 10.1111/j.1948-7169.2012.00216.x
M3 - Journal article
VL - 23
SP - 90
EP - 103
JO - Design Management Review
JF - Design Management Review
SN - 1557-0614
IS - 4
ER -