Exploring the Power of Instinct: Lincoln Academic Teams Up with Turner Duckworth

Turner Duckworth are one of the biggest brand agencies on the planet, with a portfolio boasting companies such as Coca-Cola, Amazon, McDonald’s, and Metallica, and now in their new book I love it. What is it? – co-authored by University of Lincoln academic Professor Gyles Lingwood – they’re exploring what it’s like behind the scenes to work with these huge brands and what makes them so successful.

I love it. What is it?: The power of instinct in design and branding brings together stories, think pieces, images, and essays from renowned voices of the design, business, and marketing worlds, each with their own connection to Turner Duckworth. Leading figures like Morgan Flatley (Global Chief Marketing Officer and New Business Ventures, McDonald’s), Moira Cullen (Former Design Director of Coca-Cola North America) and internationally celebrated designer Stefan Sagmeister, are amongst the host of contributors to the book which explores the power of following the heart in the creative process, recognising that relying exclusively on rational thinking can stymie the production of creative ideas.

As co-author Gyles – Professor of Business Creativity and Director of Education for the College of Arts, Social Sciences & Humanities at the University of Lincoln – states in his introduction a line from classic martial arts film Enter the Dragon “Don’t Think. Feel” is an apt summary of the compelling tales and valuable lessons curated in the book.

Gyles conceptualised the book with Joanne Chan and Sarah Moffat (Turner Duckworth’s CEO and Chief Creative Officer respectively). In addition to authoring the book’s introduction, Gyles worked with each of the contributors to craft their stories and interpret the book’s theme in their own way, creating thought-provoking narratives, sharing advice and opinions that celebrate the different aspects of the world of branding and design.

These stories include the likes of creative strategist Daniel D’Arcy who, in discussing the importance of brands building a reciprocal relationship with consumers, points to the relationship he had as a child with the brand Cheerios, and Jessica Spence, President of North America for leading spirits companies Beam Suntory, who talks about the critical value of design in branding.

Speaking about the two-year long process of working on the book and collaborating with the collection of creative professionals, Gyles said: “I worked closely with them all to explore the different aspects of the book’s theme, supporting, challenging, and encouraging each of the contributors to help them capture and craft their stories in the most engaging way possible”.

Before joining the University, Gyles worked at many of the large creative agencies in central London and I love it. What is it? is his third book having published ‘Read Me – 10 Lessons for Writing Great Copy’ in 2014 and the third edition of ‘Copywriting – Successful Writing for Design, Advertising and Marketing’ in 2022.

It is currently a best seller on Amazon and has been featured in top business magazines and websites, including Creative Review, The Guardian, Fast Company and Creative Bloq.

Published by Phaidon, I love it. What is it?: The power of instinct in design and branding is available to purchase now.