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D&AD Shift with Google Launches in Germany to Help Secure Jobs for Talent Without a University Degree



The Shift programme aims to break down barriers into the creative industry with the view that diverse thinking leads to better outcomes for all

D&AD Shift with Google Launches in Germany to Help Secure Jobs for Talent Without a University Degree

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

Since 1980 D&AD’s New Blood programme has stimulated creative excellence by nurturing emerging talent into the industry. Since 2016, Shift has built on this mission by opening access to the commercial creative industries for creatives from all backgrounds in the belief that diverse thinking leads to better outcomes. In 2020, Rare with Google, a Google program that provides equitable opportunities for underrepresented creatives to thrive at every stage of their career, and D&AD Shift set up a partnership to achieve these collective goals. 

Delivered in conjunction with leaders from local industry, the programme provides self-made creatives with an opportunity to refine their creative skillset, build a network and develop their portfolios. Consisting of real client briefs, talks and mentorship, Shift provides a supportive and educational space for creatives to gain an understanding of what it takes to work within the creative sector with the ultimate aim of uncovering, supporting and helping secure jobs for emerging talent. 

To date, more than 60 agencies, 200 industry instructors and 60 mentors participated and contributed to the global programme. As a result, 71% of graduates went on to secure placements and jobs at leading creative companies including AKQA, Wieden+Kennedy, Mother, Lucky Generals, Droga5, McCann, BBH, BBDO, VCCP, VMLY&R, Superunion, DesignBridge, SeymourPowell, Area23, Exceptional Alien and more.. 

The launch in Germany responds to recent research conducted by the Federal Ministry for Economic Affairs on the Cultural and Creative Industries which shows that over 1.8 million people are employed in the cultural and creative sector in Germany. The Advertising industry is 

the second largest submarket, generating around €30 billion in turnover, while the Design industry has the highest number of businesses at 60,000, a large number of which are freelancers. However, there is still a lack of representation from ethnically diverse, LGBTQ+ and women in the industry with only 12% of creative directors being female. 

In recent years, Berlin and Hamburg have positioned themselves as leading hubs for the creative and media industries in Germany, with many agencies including Anomaly, ACNE Hamburg and House of Communication based in these cities. Shift in Germany aims to overcome barriers to accessing the German creative sector by providing aspiring creatives with direct routes to the industry. At a time when inclusivity and diversity is a priority for the industry, Shift will enable the country’s top creative businesses to tap into a fresh mix of talent, and build an industry which reflects the diverse society around us. 

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

Paul Drake, foundation director at D&AD, commented, “There are currently still several barriers that prevent a diverse mix of talent from entering into the creative sector. The industry is worse off for it and creative output remains poorer as a result. Over the last six years, Shift has helped self-made creatives in London, New York and more recently in Sydney, to develop their passions into a thriving career, ensuring they can contribute to issues affecting society. It’s only by having a more diverse and inclusive industry that we will make significant progress and why we are extremely pleased to today announce the expansion of Shift in partnership with Google into Germany’s creative hubs of Hamburg and Berlin.” 

Jakob Kriwat, head of brand and creative at Google Germany commented, “Empathy and creativity are the most important skills to tackle the biggest challenges of our time. For both you need diverse perspectives, which we can only get if we create new accesses to the creative industry.” 

Successful applicants will gain a place on the four month night school running from 6 February 2023 which will provide an opportunity to work on a diverse range of projects that reflect the latest trends and topics of the industry, brought together in a final showcase of creative work on 5th June 2023. 

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

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D&AD, Thu, 08 Sep 2022 13:00:30 GMT