D7-06-07 ok 2:25•01 front 26/06/09 19:25 Page7
NEWS 7
Creativity better by
design, says Fitch
DESIGN is at the heart of all cre- uninhabitable places to live, it
ative work – and at the heart is the designers who are respon-
of all consumers, Rodney Fitch sible.”
CBE, chairman and CEO of Fitch also criticised Power Point,
Fitch, told the audience at his calling it “a major corrupting
seminar Design Matters. influence on our profession”
“Design is the hope of the and accusing those who use it
world,” Fitch said, giving del- of “taking the easy way out”.
egates a rundown of why de- On a more positive note, the
sign matters. But when it’s bad, UK design guru cited the
he added, it’s awful. Swedish furnish giant Ikea as
Referring to some of the tene- an example of a company that
ments being built all over the remains focused on aesthetic
world, he said: “Some design- design. “Every year, Ikea pro-
ers should be ashamed of them- duces a catalogue, which more
selves. The aesthetic experi- than a billion people a year
ence is the most important part read, believing the design tips
of being human. When ideals it contains to be important to
are turned into ghastly and them,” he said. n
WPP’s Sir Martin Sorrell: “The rest of the year won’t be easy” McDonald’s Mary Dillon: “gaining market share” P&G’s Marc Pritchard: refocusing on value
Recession has forced us
to ‘hit the reset button’
A PANEL of heavyweights from for our company and the me- We feel excited about that. Our
four of the biggest companies dia industry as a whole is to spending is a function of sales,
in the world weighed into The compel us to step back and hit and our sales are up.”
Cannes Debate: What Does the reset button. We went out She revealed, however, that
The Recession Mean To Us? and talked to consumers and the fast-food giant is “absolutely
Sir Martin Sorrell, CEO of WPP they told us that they are look- rethinking” its media mix: “TV
Worldwide, confessed that the ing for value. So we looked at still involves the largest por-
first quarter of 2009 had been how we could give it to them.” tion of our spending. Digital
tough. “It got even tougher in He added that, in some coun- is only 7%, but it’s growing
April and May,” he said. “And tries, P&G’s ad spend is in the faster and faster.”
the rest of the year won’t be double digits while, in others, Kraft Foods’ executive vice-
easy.” it is in the high single digits. president and chief marketing
But if Sorrell was feeling pes- Mary Dillon, executive vice- officer, Mary Beth West, de-
simistic, his fellow panelists president and global chief mar- scribed the recession “as a bit
were definitely not. keting officer for McDonald’s of an opportunity for us, be-
Marc Pritchard, global mar- Corporation, added: “McDon- cause the first thing people do
keting officer for P&G, said: ald’s is in the fortunate posi- in a recession is stop eating
Fitch’s Rodney Fitch: “Design is the hope of the world”
“What the recession has done tion of gaining market share. away from home”.n
SATURDAY 27
TH
JUNE 2009
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