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AN INTERVIEW WITH SHEL PERKINSQ: Tell us a bit about your background and credentials.A:
I’m a graphic designer who is very active on the business side of
professional practice. I’ve managed the operations of leading design
firms and consulted with a wide range of creative services
organizations in both traditional and new media. I also teach
professional practices in an MFA program.
Q: As a frequent lecturer, what topic are audiences most interested in?A:
Right now, everyone is worried about the recession. Apart from that,
I’m often asked to do presentations and workshops related to
intellectual property, designer/client contracts, project planning and
tracking, new business development, pricing and proposals, teams,
financial management, and ownership transition.
Q: What is the biggest challenge facing today’s in-house teams? How has this changed from even 5-7 years ago?A:
Corporations are more aware than ever of the importance of effective
and comprehensive branding. There’s also increasing pressure on U.S.
companies to innovate in order to remain viable. Successful in-house
teams have positioned themselves at the center of these issues.
Q: Do you see more companies investigating an in-house agency business model given today’s economy?A:
Yes. To function at the highest possible level, I think it’s important
to recruit, manage, and market in-house creative resources very much
like an independent consultancy.
To read Shel's entire interview
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