MARK BONNER

I think we're at the tipping point right now. The answer is increasingly ‘no' in Graphic Design-especially within brand expression-and I don't think brand creation is far behind. FMCG Packaging is a specialism that seems protected (for now). Many established brands have added internal creative teams over the last five years and the rest are busy building them right now. I think its an exciting time to be independent and flexible. In the near future, the best creative talent will work inside brands, not agencies. And why not? After all, the agency model is more than 60 years old. It's about time someone re-designed it!... Back then, most company executives didn't know the first thing about creativity. Happily, things have changed. Big business has employed Chief Brand Officers and Heads of Design & Marketing. Creative Directors are commonplace even within consulting and professional service firms and the need to create fast-turnaround digital content has led to the formation of..