Careful, careful boys and girls!
I recently attended a seminar on ISO 9K:2K and we discussed this very topic. There were service based companies in the group.
I don't think design necessarily applies to 'designing a wheel'. I think if your service is marketing, it would apply to how you 'design' your campaign.
The other thing is that if you contract out your design work, you still have to include design in your procedures. You have to show that you have control over this process, even though you aren't carrying it out yourself. If you leave design out, you must exclude any product/service, that is affected by the design process, out of your scope.
I'm not sure what your company does, so it is difficult to comment.
Hope this is a little insightful.
Fire Girl