2025 D&AD President's letter

Welcome to the 2025 Annual – our moment to reflect on the incredible year that’s passed and look ahead to a future that, in my view, has never held more possibilities for creative people working at the intersection of craft and commerce.

This year’s curation of the very best work in advertising and design continues to raise the standard for creative excellence. Selected by some of the most forward thinking creative leaders across disciplines and continents, it proves that original ideas, obsessive craft, business savvy, and the power to move people to action are all very much alive in commercial creativity. It's inspiring to see and experience – especially in a moment where our industries face unprecedented headwinds: global economic uncertainty dominating headlines, a wave of nationalism sweeping the world, and the rise of AI – all threatening to divide our communities, sow fear and hopelessness, and dampen our ambition for what we can build together.

The work this year reminds us we need not be dismayed.

It clearly shows that creativity and imagination endure. In addition to our Wood, Graphite, and Yellow Pencil winners, our three Black Pencil-winning projects exemplify how the human hand – enabled by and in collaboration with today’s tools and technologies – will continue to shape the best creative work for years to come.

It’s hard to imagine a more complete and striking example of design representing a city and its culture than Designing Paris 2024 from W Conran Design, which beautifully connects to the iconic Olympic Games. Spreadbeats from FCB was masterfully executed, engaging an audience of media professionals with a dynamic, visually arresting, impossible-to-ignore music video embedded in an Excel spreadsheet. And A$AP Rocky – Tailor Swif showcased incredible art direction, visual effects, and cinematography, transporting viewers to an irreverent world filled with symbolism and cultural references.

Creativity remains our greatest asset in building a brighter, better future. And D&AD remains committed to inspiring, educating, enabling, and connecting talented creatives of all backgrounds, experience levels, and perspectives – through Shift, our night school for self-taught creatives; New Blood, which helps students and recent grads kick start their creative careers; our Masterclasses; and, of course, our Professional Awards.

It’s been an enormous privilege to serve as President this year. I’ve thoroughly enjoyed connecting with brilliant creatives from all over the world during judging, the festival, and our awards ceremony in May. The respect for the work, the process – and for one another – was palpable, and we’re incredibly grateful for that. As a first-time participant in our New Blood Festival and Awards, and in Shift Showcases in New York and São Paolo, I can confidently say the future of advertising and design is in great hands. The energy, excitement, and enthusiasm on display were truly exhilarating.

D&AD will continue to do what it’s always done: represent the very best of creative craft and honour the incredible talent that make it all possible. Enjoy this Annual – so thoughtfully prepared by our dedicated team – and stay tuned for lots more exciting news from us soon.