Design will kill marketing, says Ikea’s former design chief
Marcus Engman is leaving Ikea to run a consultancy that convinces companies to spend their marketing budget on what matters: design.

Creators: Paul Gaudio, adidas Global Creative Director; Gerd Manz, adidas VP of Technology Innovation; James Carnes, adidas VP of Global Brand Strategy; Jon Munns, adidas Senior Design Director Future; Carl Arnese, adidas Design Director Future; Derek Luther, adidas Senior Manager Engineer Future; Jacques Perrault, adidas Designer Future; Marco Kormann, adidas Director Future Engineering; Robert Leimer, adidas Senior Director Future; Joseph DeSimone, Carbon CEO; Phil DeSimone, Carbon VP of Business Development; Braden Ball, Carbon Program Manager; Greg Dachs, Carbon Manager of Mechanical Engineering
Creators: Oculus Design and Engineering teams
Creators: Yves Behar - Chief Creative Officer, Qin Li - Design Director, Liam Adelman – Designer, Daniel Zarem - Designer , Guy Noren - Designer, Kristine Arth – Design Director, Christina Park - Lead Program Manager, Eric Oesterle – Designer, Naoya Edahiro – Designer, David Herman – Strategist
Creators: MATTER, Inc.: Max Burton, Justin Porcano, Elvin Chu, Toby Stopper, Ignazio Moresco, Rene Mambembe; Mindtribe: Greg Schulte, Ryan Vanderpol, Randy Ting, Telin Bench
Firm: PearsonLloyd in conjunction with Teknion's in-house Design Team.
Creator: Lars Larsen, Head of Design; Mirko Ihrig, Lead Designer
Agency: Kilo
Creators: Brogan Terrel, Senior Director Women's Training Apparel; Rachel Henry, Product Manager, Women's Training Apparel; Baron Brandt, Senior Designer Innovation; Megan Saalfeld, Communications Director
Creators: Stephan Guest, Senior Designer; Tony Bignell, VP Nike Sport Research Lab Footwear; Dr. Geng Luo, Nike Sport Research Lab Senior Researcher Biomechanics; Bret Schoolmeester, Senior Director of Global Running Footwear Fast; Helene Hutchinson, Senior Footwear Development Director
Firms: Nebia team; Box Clever, industrial design; Radicand, mechanical engineering; Lime Lab, mechanical engineering
Creators: Jung Tak, Senior Industrial Designer; Kristen Beck, Senior Industrial Designer; Amy Martin, Senior Interaction Designer; Michael Sundermeyer, Director of User Experience; Micah Collins, Group Product Manager; Phil Ly, Staff Mechanical Engineer; Robert Rose, Mechanical Engineer; Justin Wodrich, Mechanical Engineer
Creators: Vitra in collaboration with Edward Barber and Jay Osgerby
Creators: TJ Varghese, Senior Product Manager, Google; Barine Tee, Lead Engineer, Google; Johan Liden, Co-founder; Aruliden Brett Tom, Creative Director, Aruliden
Creators: Michael Basone, COO – EVP; Heberto Calves, CMO – SVP; Joe McKee, Chief Digital Architect
Agency: Astro Studios
Creators: Technology Will Save Us Team
Creators: Willow
Agency: IDEO
Creators: Francois-Xavier Terny, CEO; Edward Jacobs, Designer
Creators: BleepBleeps Founder & CEO: Tom Evans; Project Director: Neil Merry; Head of Customer Experience: Giles Perry; Head of Software: Niall McCormack; Chief Technology Officer: Nick Hunn; Map Project Office (Industrial Design) Design Director: Jon Marshall; Associate: Paul Wolfson; Designer: Léa Berger; We are Hive (Digital Design) Principal: Tadhg McCarthy; Product Manager: Liat Wassershtrom; Product Designer: Francis O Donnell Smith; Software Engineer: Shaps Benkau
Agency: Map
Creator: Google VR Team
Creators: Lyle Baumgarten – Technologist, Maria Apud Bell – User Researcher, Huishan Ma – Product Designer, Jonathan Rankin – Project Manager
Creators: Joe Doucet – Founder x CEO, OTHR; Evan Clabots – Co-founder x Chief Design Officer, OTHR; Dean DiSimone – Co-founder x Chief Marketing Officer, OTHR; Designers Include: Alissia Melka-Teichroew, Ania Jaworska, Bambu Design, Brad Ascalon, Chen Chen & Kai Williams, Claeson Koivisto Rune, David Weeks Studio, Egg Collective, Evan Clabots, Everything Elevated, Felicia Ferrone, Fort Standard, Guillermo Parada, Ini Archibong, Joe Doucet, Jonah Takagi, Josh Owen, kutarq studio, Lance McGregor, Luca Nichetto, Lukas Peet, Marc Thorpe, Marie-Victoire Winckler, Michael Sodeau, The Arrivals, Ghostly Ferns, Paul Loebach, Philippe Malouin, Saif Faisal, Quentin de Coster, Sebastian Bergne, Studio Yonoh, Todd Bracher, Visibility, Zoe Mowat
Creator: Levi Strauss & Co.
Creators: The team of Hardware, Software, Product engineers at Mayfield Robotics led by Mike Beebe CEO, Kaijen Hsiao CTO, Sarah Osentoski COO.
Creators: Pramod Sharma, CEO; Jerome Scholler, CTO; Ariel Zekelman, Industrial Designer; Felix Hu, Software Engineer; Eric Uchalik, Game Artist
Creators: Harry's Design Team
Agency: Frog Design
Creators: Ted Ullrich, Partner, Interaction Design & Electrical Engineering; Pepin Gelardi, Partner, Innovation Strategy & Industrial Design; Joseph Gonzalez, Industrial Design; Tan Tran, Mechanical Engineering
Agency: Tomorrow Lab
Creator: Sony Interactive Entertainment
Creators: Yves Behar - Chief Creative Officer, Qin Li - Design Director, Erik Kreider – Designer, Il Gu Cha – Designer, Christina Park – Lead Program Manager, Hardy Chambliss –Account Director, Angie Tadeo – Strategist, Vanessa Ward – Strategist
Creators: Christopher Carney, co-founder; Brent Franks, co-founder; Al Yarbrough, co-founder; Andy Fouse, co-founder
Firm: Matter
Creators: Yves Behar – Chief Creative Officer, Qin Li – Design Director, Michelle Dawson – Strategy, Il Gu Cha – Designer, Dan Semo – Designer, Evan Sorenstein – Designer, Anthony DeCosta – Designer, Guy Noren – Designer, Remy Carole – Program Manager, Allie Packard – Designer, Nicole Broderick – Designer, Eric Oesterle – Designer, Alessandro Batisti – Designer, Julia Plevin – Strategy, Mike McHale – Designer, Shlomi Azoulai - Lead Designer (Intuition Robotics) - Dor Skuler, Co-Founder (Intuition Robotics) - Roy Amir, Co-Founder (Intuition Robotics) - Itai Mendelsohn, Co-Founder (Intuition Robotics)
Creators: Logitech Design Team and Feiz Design (Amsterdam)
Creators: Scot Herbst, Will Hunter, Wyeth Augustein-Marceil, Keri Waters, Joel Boutros, Hillary Bryant
Agency: Herbst Produkt
Creators: Logitech Design Team
Creators: Sajid Patel – CEO - Strategy/Architecture Development & Program Lead; Patrick McVey – Industrial Design – Lead Designer and UI/UX lead; Joe Kriedler – Software Engineering – Director of Software/firmware architecture; Matt Heins – Electrical Engineering – EE strategy and architecture; Ross Moore – Mechanical Engineering; John Dorfman – Mechanical Engineering; Steve Oshgan – Mechanical Engineering; Ron Llanes – Mechanical Engineering ; Rodrigo Flores – Electrical Engineering; Jon Ledwith – Electrical Engineering; Nel Varilla – Electrical Engineering; Karl Welti – Prototyping Manager ; Paresh Shroff – Mechanical Engineering ; Daniel Kruszyna – Software Engineering; Mark Weindling – Software Engineering
Agency: Optimal Design
Creators: Lyft Team: Ethan Eyler – Senior Brand Manager, Innovation; Luke Greenwood – Associate Marketing Manager; Jesse McMillin – Creative Director; Mark Teater – Senior Interactive & Motion Designer; Teemu Luoma – Designer; Erin Kemp – Creative Producer; Jessica Dawson – Senior Copywriter; Yves Laroque – Art Director; Max Morse – Video Director; Adam Leao – Video Shooter/Editor; Tali Leff – Senior Product Marketing Manager; Kassy Coan – Product Manager; Sheila Bryson – Director, Corporate Communications; Bridget Starkey – Director, Consumer Communications; Harrison Bowden – Product Designer; Patrick Wong – Design Manager; Taggert Matthiesen – Director, Product Management; Sergey Shlykovich – Software Engineer; Evelio Tarazona – Software Engineer; Sebastian Brannstrom – Engineering Manager; David Le – Managing Counsel, Corporate & Commercial; Whitney Hudak – Counsel, Corporate & Commercial Ammunition Group; Nick Barrett; Christopher Kuh; Steve Sangik Lee; Heather Bybee; Emily Brunner
Creators: The Echo Look team
Creators: Dr. Fraser Smith, President Sarcos; Dr. Marc Olivier, VP of Technology, Sarcos; Chris Hirishi
Creators: Josh Morenstein and Nick Cronan, co-founders, Branch
Creators: Noah Kraft, CEO, Co-founder; Fritz Lanman, Chairman, Co-Founder; Gints Klimanis, Director of Audio & DSP Engineering; Jacob Palmborg, Director of Design; Quinn Fenlon, Creative Director; Kennard Nielsen, Vice President, Product Development; Wil Martinez, Director of Product Development; Nitin Kanna, Director of Software; Matt Jaffe, Director of Product Management; Andrew McIntyre, Product Manager; Ian Milne, Director of International Operations; Yannis Alivizatos, Director of Business Operations; Dan Harris, Senior Audio DSP Engineer; Ian Esten, Senior DSP Engineer; Eric Carmichel, Principal Acoustics Engineer; Brandon Potens, Hardware Architecture; Jacob Meacham, Senior Software Engineer; Felipe Salazar, Firmware Engineer; Matt Sills, Software Engineer; Kevin Durfee, Electrical Engineer
Creators: Pensa Design Team and goTenna Design Team
Creators: Windows and Devices Group designers and engineers
Creators: Lisa Lee, Dan Miyahara, Justin Nishiki
Creators: Clement Gallois, Benoit Collette, Aaron Tinling, Fernd van Engelen, Markus Wierzoch, Matthew Jordan
Agency: Artefact
Creators: Brett Lovelady, Kyle Swen, David Whetstone, Brett Newman, and Will Meeker of Astro Studios for Shinola
Agency: MINIMAL
Creators: Concept and Design Direction: Hulger, Designer (Form); Claire Norcross, Designer (Facet); and Marie-Laure Giroux; Engineering: Buster Palmano; Technical Development: Tian Dong; Manufacturing: Plumen
Creators: Maarten Heijltjes - designer, Simon Akkaya - designer
Creators: Scot Herbst, Design Director; Will Hunter, Senior Design Lead; Ameer Karim, General Manager; Michel Billard, Director of Engineering; Chris Gaul, Senior Engineering Lead; Shagorika Dixit, Director of Communications; Ranjit Sidhu, Technology Director
Agency: Herbst Produkt
Dr. Yogi Goswami- Chief Scientist; Dilip Goswami- CEO; Jaya Goswami- COO; Peter Riering-Czekalla - Design; Martin Postler - Design; Scott Herbst - Design; Y Media Labs - UX
Creators: Dan Harden and Cole Derby for Whipsaw, Inc
Creators: BioLite Team
Creator: LOLA
Creators: Mike Gallagher – Vice President - Crown Design; Steve Pulskamp – Manager of Design; Adam Ruppert – Senior Project Designer; Greg Breiding – Designer
Creators: Design team led by Jeff Chapin, Chief Product Officer and Casper Co-founder
Creators: Pierre Garner, co-founder and designer at eliumstudio, and Micka Touillaud, designer at Sevenhugs
Creators: Away's Design and Creative teams
Creators: Gadi Amit, Susan McKinney, Scott Thibeault, Ellise Smolenyak, Erik Askin
Agency: NewDealDesign, LLC
Creators: Charlie Ngheim, Senior Industrial Designer; Tahun Ko, Industrial Designer; Colton Sanford, Industrial Designer; Steffi Henze, Director, Life Sciences
Agency: LUNAR
Creators: Cathryn Lavery, Co-Founder; Allen Brouwer, Co-Founder
Creators: Visual Magnetics
Agency: Visibility
Creators: Bang & Olufsen
Creators: Yves Behar - Chief Creative Officer, Qin Li - Design Director, Arthur Kenzo - Designer, Gael Jaffrezic - Designer, Hideaki Matsui - Designer, Anthony DeCosta - Designer,Christina Park – Lead Program Manager, Hardy Chambliss – Account Director, Alex Farrow - Designer, Michelle Dawson - Strategy, Carlie Danielson - Strategy - Yunje Kang, Sangyoung Lee, Kumi Akiyoshi (Samsung)