Originally trained as a lawyer, Mr Rich spent some time working as a researcher and campaigner at Westminster, before going into the electrical distribution business. He has set up and run other small businesses, is a member of the Council of the Advertising Standards Authority and also a Justice of the Peace.

‘I am absolutely delighted to be taking up this new post and see it as a considerable challenge,’ Mr Rich said today. ‘My passion for design and innovation as a key to business success leads directly from experience in my business life. My job will be to campaign vigorously for a cause: building partnerships to spread the message to British industry that innovation and design is the fast lane on the road to profit and growth.’

As the first appointee to an entirely new Design Council post, Mr Rich will head up a Business Team of six, including two other recent appointments: Marketing Manager Philip Johnson and Development Manager Kim Davies.

As well as a new Business Director, the Design Council has announced three new Council Members who will help guide the organisation in its work with the business, government and education sectors.

The new members - Sir William Stubbs, chairman of the Qualifications and Curriculum Authority and rector of the London Institute, Penny Egan, director of the RSA, and Hamish Bryce, former chairman of Thorn Lighting plc - will advise the Design Council through its ambitious phase of work into the next millennium.

Andrew Summers, Design Council Chief Executive, said: ‘These new appointments are extremely welcome and come at a very exciting and busy time for the Design Council. With our bold ambitions for Millennium Products, increasing number of partner organisations and continuing, high profile work in business and education, I look forward to our new colleagues sharing our success.’