Theannual international awards by Britain's Design Business Association, now in their second decade, honour the relevance of design to commercial outcomes. Winnersmust demonstrate how a product or campaign design delivers real, measuredbenefits to a client's business. Commercial data is a key judging criteria.

“We achieved sales growth of 11% in a market for emollients that grew only 6.2%. When we monitored waiting rooms during the campaign, we saw our leaflet was picked up 72% of the time, beating the national average by 7 percentage points. This affirmed our conviction that DogStar’s designs cut-through a crowded market so we could grow revenues. You can’t ask more of a sales campaign,” says Mölnlycke’s Anna-Marie Sceats.

The campaign was conceived and executed by independent branding and communications agency Dogstar Design. Dogstar Creative Director Emma Atkinson led the project. “Mölnlycke sales teams need materials targeting GPs and hospital staff who are always short on time. We’ve developed a simple format with high impact that is crystal clear about the products’ benefits. We’ve worked with Mölnlycke now for nearly three years, and our knowledge of their product range and commercial challenges helps us deliver designs geared to work in the marketplace.”