Whilst there is still a massive export value placed on British design, the Western world is not necessarily dominating the global retail markets as it used to. Emerging markets such as the BRIC’s – Brazil, Russia, India and China– where the demand for, and stronger trade with, the global brand giants of the West is generating a greater confidence and potentially shaping the brand and design direction for a new global brand perspective.

This question doesn’t relate to fee levels or the ongoing debate over whether there should be better guidelines governing the whole free pitching debate. More specifically, it is about the value of design in business and how well we are communicating the return on investment and the design effectiveness message.