DUBAI: To further enhance and complement the creative advertising and communications awards of the 4th Dubai International Advertising Festival, a new Design category will be added in 2011, chaired by designer Rodney Fitch CBE, founder of Fitch and Professor of Retail Design at TUDelft University, Holland.
The Design category is aimed at recognising the creative and innovative use of design for brand and product communication and development. Categories will broadly include Packaging Design, Brand Identity and Environmental Design with entries being rewarded for Strategy, Creativity, Execution and Results.
"Design is a fundamental element in advertising and is at the heart of consumer engagement, so it's appropriate that we should include Design to sit alongside all the other categories currently judged and awarded at the Dubai International Advertising Festival," says Steve Lane, Dubai Lynx Festival director, on the introduction of the new category.
Welcoming the appointment of Rodney Fitch, Philip Thomas, Festival CEO, comments, "We are delighted to be working with Rodney again. He chaired the inaugural Cannes Lions Design Jury for us, and therefore the launch of the Design category at Dubai Lynx could not be in better hands. Known for his brilliant work in Design throughout his impressive career, Rodney will be bringing a wealth of knowledge to the judging process."
Fitch now works as an independent practitioner, consultant, advisor and academic. In recent years he has enjoyed significant involvement with the emerging retail industry in SE Asia and India.
In 1990 Phaidon published his book Fitch on Retail Design
, which is said to have become one of the standard texts on this subject.
He has served as a member of the Design Council and as a past president of the Chartered Society of Designers, Cannes Lions and D&AD. In 2005 he was inducted into the Legion of Honour and Hall of Fame of the American Institute Design, the most prestigious award in retail design for an individual, and in 2006 was a finalist for the Prince Philip Designer's Prize. He was awarded a CBE in 1990 for services to the British Design industry. He is also very active in the development of design education.
"Since Design is at the very heart of all creative work, I'm naturally delighted that it is now an integral part of the Dubai Lynx Festival," says Fitch, adding that he's looking forward to seeing some "exceptional and original work both from the region and beyond."
Entries are now open for all categories - Film, Print, Outdoor, Radio, Media, Direct, Sales Promotion & Activation, Interactive, Craft, Design and Integrated advertising. For information about the 2011 Dubai International Festival, register to attend or submit entries, go to www.dubailynx.com
Entries Close: 24 February 2011
Festival Dates: 27 - 29 March 2011, Madinat Jumeirah, Dubai, UAE
Dubai Lynx Awards: 30 March 2011, Madinat Jumeirah Arena, Dubai, UAE