On Thursday 12 October 2017, 100 agencies descended on Imagination’s offices in London to discuss design's vital role in business, at the DBA's event ‘Design: driving transformation in business’. Joined by a stellar line-up of guest speakers, including the design leads from The Hershey Company, IBM iX, GE Healthcare, Heineken, Fjord, PepsiCo and ConAgra Foods, the day saw great debate and insights into the world of design from both client and agency perspectives with soundbites including: ‘Design needs to speak the language of business’ and ‘Design should act as a bridge not an island’.
Delegates described how the event opened their minds to different ways of thinking about, working in and imagining the current and future world of design. The day was described as "a truly unique event focused around conversation and contribution rather than commands and coaching; invaluable in building unity within the design community." The DBA will run similar events as part of its 2018 schedule of activity.
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