RAPP UK'S HITEN BHATT SHARES HIS POV ON RESETTING THE RELATIONSHIP BETWEEN DESIGN AND ADVERTISING WITH LITTLE BLACK BOOK

"‘Up a bit, down a bit, left a bit, right a bit’. If you’re a designer in the advertising industry you’ve probably experienced comments like this. Annoying, right?

There isn’t a ‘design button’ which can create design on demand and despite most creative teams and studios using Macs and similar software, design is not their core talent or indeed role.

To create the best work, design needs to be at the core of the brief and solution. Good design is good problem solving, and you can only do that if you’re involved from the outset."

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