I think, and this is potentially a broad generalization, but I think design in traditional advertising shops isn’t truly understood. It’s quite easily mistaken as graphic design. Say “I need a logo design” and we’re under the risk of being the guys who just design logos unless we actually stand up and say “hey guys, this is what design is”.
How design concepts can improve solutions and solve a problem for a client is a completely different type of design thinking to graphic design, obviously. It’s basically problem-solving, in a shape or a fashion of how we believe fits to push a product forward into a new market place. It’s a progressive way of thinking and looking at something differently. I mean, I’m actually designing my conversation here to you, as I know potentially where this is going to end up. It’s just thinking about something in a conceptual way, or a visual way. There is interior design, all of the other design, food design, and they’re all just problem solutions in whatever place they need to fit into. I think that is what design needs to be in an agency these days.in May, i was able to speak with Richard Harrington about design and craft. read the full piece at: http://losangeles.aiga.org/interview-richard-harrington/#sthash.04u5PyQx.dpuf