The experience economy
With trend forecasters lining up to declare the myriad ways in which Generation Z will revolutionise design, Barraclough takes a refreshingly straightforward approach. When asked which key trends are impacting his strategy, he shies away from focusing on individual pieces of technology to instead focus on a holistic customer view.
In essence, he explains, this equates to “giving consumers a seamless brand experience”. An approach which demands that GSK’s brands and products are visible and accessible at the right time, in the right channel, from online right through to traditional ‘bricks and mortar’ retail outlets.
He says, “Design is much less a fishhook trying to do one simple job, and much more like Velcro; lots of little hooks all adding up to one great net effect. I believe that design can play a key role in delivering that consistent brand experience.”
This shift is evident in the continued push by D&AD to readdress the balance between design and advertising. The not-for-profit advertising and design association is adding a Design Transformation category to its awards to recognise and reward projects which use design thinking as a key driver of business transformation and growth.
Beyond Big Data
In the midst of the deluge of big data, Barraclough takes a balanced approach to how data, fused with human creativity, can drive the design industry forwards. He explains, “In today’s connected world, we cannot ignore the importance of data. It is everywhere. But it’s what we do with it that matters.”
Reflecting on the brand’s mission of helping people to do more, feel better and live longer, he believes that data has the potential to help the brand deliver on this mission by helping to have a positive and lasting impact on people’s health.
“The more we know about people’s habits, behaviours, preferences and choices can only help, rather than hinder, our ability to serve our consumers more effectively and to develop creative campaigns,” he adds.