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responsive design to play a big role in 2012, “bridging the enormous gulfs between platforms”.

2012 will find more designers and clients understanding that appearance alone isn’t everything: “We should treat style, content, and behaviour with equal respect – they must work together to strengthen the meaning and personality of a site, app, or brand.” Such understanding will come from enhancing skill-sets (Carson reckons in 2012 that “any web designer who isn’t also a front-end developer won’t be able to find work”) or through collaboration. “I’d love to see more developers learning from designers, so we can do a better job of implementing designs. And vice versa, designers learning from developers, to understand what’s possible, and why some things are harder than others,” muses Sharp. The net result, says ‘Typomaniac’ Erik Spiekermann: “More designers will have an affinity with code and more coders will have an affinity with design”.

ting Coca Cola, Odeon, Toyota and Unilever among its clients.

"Like an LBi or AKQA, Amaze has strength across the entire digital stack from marketing strategy through to solution design and implementation. This relatively unique combination of the creative mind set of an agency coupled with robust technology implementation skills has enabled it to develop a strong position in global eCommerce and eCRM implementations and has helped drive recent impressive growth. "Amaze is, in many respects, positioned more closely to the large strategy and business consulting firms such as IBM Interactive, Deloitte Digital and Accenture than a traditional digital agency. "Following the high profile LBi and AKQA deals of 2012, there is a shrinking pool of sizeable independent digital agencies. This transaction demonstrates that there is still considerable appetite for such agencies, particularly those with international reach, and strong capabilities in eCommerce, eCRM, mobile, social media and technology. "For St Ives the acquisition of a sizeable digital asset of this calibre is a vital building block in its strategy to develop its integrated marketing services offering."