Why design now matters

This feels like a fantastic time to be a designer. When David Turner and I started Turner Duckworth 24 years ago, advertising was at the top and design – our kind of design at least – was near the bottom. We'd get briefed by junior brand managers, interns and advertising agencies. 

Design was a world of backrooms, basements and briefs on cigarette packets. But times have changed and brand owners are taking design seriously – putting design at the centre of the brand, and at the centre of their strategies for cultural engagement. Design has entered the boardroom. Why?

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Bruce is founder and joint creative director of Turner Duckworth, which has studios in London, San Francisco and New York. As of 22 September 2016, he is also president of D&AD.