New D&AD Trend Report Reveals What Drives Brand Content Today

D&AD, the global organisation for design and art direction, has just published its first trend report, an analysis of what drives brand content and advertising. 

The Creative Excellence Report is based on over 25,000 pieces of creative work from design, advertising and production entered in the D&AD Professional Awards last year. It identifies macro trends that have influenced creative work, the impact these trends are having on our industry and the potential opportunities that these trends present in the future. 

In these uncertain social and economic times, it's no surprise that the report points to political, cultural, technological and environmental instability experienced in 2017 as a key component affecting creative work - whether that's through an exploration of what it means to be human, the sense of social uncertainty or changes to information architecture.