LONDON, UK – Brands can now directly harness the exciting talent of D&AD’s globally respected and highly sought-after Shift programme, simply and at scale through a joint venture with creative network, The Liberty Guild.
The new partnership unlocks unparalleled access to the freshest creative talent, directly connecting businesses with the creator economy and youth culture. This venture not only empowers brands, but also provides vital support and pathways to success for emerging creatives. It’s a partnership where innovation and opportunity flourish for both the creative and business.
The programme works by slotting Shifters into The Liberty Guild’s pitch-on-demand process where a client can set a brief and choose from more than 400 creatives and strategists from around the globe (with more than 2,000 awards between them). The association then sets them into a sprint-based process that delivers a clear consumer researched outcome, with clients buying ideas instead of hours.
Client briefs that specifically target hard-to-reach audiences or are driven by a need for fresh thinking can now benefit from The Liberty Guild’s agile, flexible ways of working, seamlessly bringing together a bespoke team with D&AD Shifters at the core. Creative leadership is provided from the existing creative bench, who mentor and guide the talent from Shift. This ensures a perfect blend of exciting fresh ideas, balanced with an experienced commercial understanding of creativity.
Shift is a pivotal part of D&AD’s mission to support emerging talent, equipping them with the skills and experience to overcome barriers to enter into the industry. The creative night-school based in London, New York, Sao Paulo, Sydney and Berlin, delivers one of the most respected and exciting cohorts of young creators and makers in the world. Once finished, Shifters have gone on to write for Apple, strategise for Spotify, directed for Stormzy, animated for Katy Perry and driven shoots for Vogue and Dior. Shift Alumni benefit from D&AD’s philosophy of continuous learning with community support from D&AD across multiple countries worldwide.
Jon Williams, Founder and CEO of The Liberty Guild, said: “As Bill Bernbach said all those years ago; “Conventional logic is hopeless in marketing – as you end up in the same place as your competitors.” Unconventional is what we need. More street and less slick, more visceral and less choreographed; essentially more real. The advantage of the Shift cohort is exactly because they are not classically trained or processed, they are brilliant in so many ways. This JV allows us to give clients this advantage, by adding these rising stars to our 400+ award-winning established stars. Tomorrow’s award winners on your briefs today – the sort of talent that agencies simply don’t have on their books.”
Dara Lynch, CEO at D&AD, said: “D&AD Shift is dedicated to promoting inclusivity and equity within the creative industry by empowering emerging talent from all backgrounds. By helping creatives break through and leverage their skills, we ensure they have the opportunity to secure meaningful employment. This mission closely aligns with The Liberty Guild’s vision of providing access to global creative talent. It also supports our ongoing commitment to the Shift Alumni, enabling us to continue fostering their success in the industry. We’re excited about the potential of this collaboration and the impact we can achieve together.
