D&AD Shift launched with Google in Germany to help secure jobs for talent without college degrees


Global creative education charity D&AD today announces the launch of the D&AD Shift with Google program in Germany. The free four-month evening school is currently taking place in London, New York and Sydney and will now open in Germany, digitally, with in-person sessions in Berlin and Hamburg. The program will champion underrepresented voices and support self-taught talent to launch a creative career.

Since 1980, D&AD’s New Blood program has fostered creative excellence by nurturing emerging talent in the industry. Since 2016, Shift has built on this mission by opening access to the commercial creative industries to creatives of all backgrounds, believing that diverse ways of thinking lead to better results. In 2020, Rare with Google, a Google program that provides equitable opportunities for underrepresented creatives to thrive at every stage of their careers, and D&AD Shift have partnered to achieve these collective goals.

Delivered in collaboration with local industry leaders, the program offers self-taught creatives the opportunity to hone their creative skills, network and grow their portfolios. Comprised of real client briefs, discussions and mentoring, Shift provides a space for support and education for creatives to understand what it takes to work in the creative sector with the ultimate goal of discovering, supporting and to help secure jobs for emerging talent.

To date, over 60 agencies, 200 industry instructors and 60 mentors have participated and contributed to the global program. As a result, 71% of graduates have secured internships and jobs at top creative companies including AKQA, Wieden+Kennedy, Mother, Lucky Generals, Droga5, McCann, BBH, BBDO, VCCP, VMLY&R, Superunion, DesignBridge, SeymourPowell, Area23, Outstanding Alien and more..

The launch in Germany responds to a recent study by the Federal Ministry of Economic Affairs on the cultural and creative industries which shows that more than 1.8 million people are employed in the cultural and creative sector in Germany. The advertising industry is

the second largest sub-market, generating around 30 billion euros in turnover, while the design industry has the largest number of companies with 60,000, including a large number of independents. However, there is still a lack of representation of ethnic diversity, LGBTQ+ and women in the industry with only 12% of creative directors being women.

In recent years, Berlin and Hamburg have positioned themselves as leading hubs for the creative and media industries in Germany, with numerous agencies such as Anomaly, ACNE Hamburg and House of Communication based in these cities. Shift in Germany aims to overcome barriers to entry into the German creative sector by offering budding creatives direct pathways into the industry. At a time when inclusivity and diversity are a priority for the industry, Shift will enable the best creative companies in the country to tap into a new mix of talent and build an industry that reflects the diverse society around us.

As in all the other cities where Shift is on the ground, the program in Berlin and Hamburg will see D&AD partner with adidas to define a creative brief, which will allow participants to develop their portfolios and creative approaches, while giving them direct access to the brand. creative teams.

Paul Drake, Director of Foundation at D&AD, commented, “There are still several barriers currently preventing a diverse mix of talent from entering the creative sector. The industry is less well off and therefore creative output remains weaker. Over the past six years, Shift has helped self-taught creatives in London, New York and more recently Sydney, develop their passions into thriving careers, ensuring they can contribute to societal issues. It is only by having a more diverse and inclusive industry that we will make meaningful progress and that is why we are extremely pleased to announce today the expansion of Shift in partnership with Google into the German creative hubs of Hamburg and Berlin.

Jakob Kriwat, Head of Brand and Creative at Google Germany, said: “Empathy and creativity are the most important skills to tackle the greatest challenges of our time. For both, you need insights. diverse, which we can only achieve if we create new access to the creative industry.”

Successful applicants will secure a place in the four-month Evening School which will run from February 6, 2023, giving them the opportunity to work on a diverse range of projects reflecting the latest industry trends and topics. , brought together in a final showcase of creative work. June 5, 2023.

The D&AD Shift 2023 with Google in Berlin and Hamburg is now open for applications. Further information, including entry details and submission deadlines, can be found on the D&AD website.


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