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Designers are increasingly being offered seats in the boardroom, helping brands tell compelling stories and reshaping their business models. Meanwhile, more and more companies are applying formal design processes to nondesign initiatives and practices, including marketing, and CMOs are seeking out creative professionals for collaboration.
Martha Cotton, group design director at Accenture Interactive’s Fjord Design, said being a “design-led marketer” means “prioritizing a holistic customer experience over siloed strategies, understanding customers in context and promoting empathy for their needs.”