In this episode, Paul talks to Andrew Barraclough of GSK about the need to re-set and re-frame the role of design within marketing. Andrew re-defines design as the glue that stitches together brand experience, digital, shopper and beyond, stewarding the overall experience. Andrew also shares his view that design need to be no longer be “the brand police” but more creators of flexibility within a framework, allowing “play” and adaptation from consumers.