Since 1962, D&AD has been inspiring a community of creative thinkers by celebrating and stimulating the finest in design and advertising. The D&AD Awards are recognised globally as the ultimate creative accolade, entered and attended by the best from around the world. But it's much more than just awards. Members join a vibrant global community, whilst creatives and clients are inspired by a world-class Training programme. As a non-profit advertising and design association, all D&AD's surpluses go straight into programmes such as New Blood, inspiring the next generation of creative talent and stimulating the creative industry to work towards a fairer more sustainable future.
If Your Creative Isn’t Driving Impact, Your Relationships Might Be the Problem
New research from D&AD and System1 reveals that the most effective creative work isn’t built on bigger budgets or better briefs but on trust, alignment and long-term collaboration.
Download the report to discover what award-winning brands do differently behind the scenes to create work that truly performs.
Why creativity matters more than ever
Based on analysis of D&AD award-winning campaigns from brands including Burger King, BBC, Renault, Doritos and CeraVe, and validated using System1’s effectiveness testing, this research uncovers a clear and consistent pattern:
The strongest creative outcomes come from teams built on strong, long-term client–agency relationships.
A first-of-its-kind creative collaboration
In a groundbreaking partnership, D&AD and System1 have come together to uncover how award-winning creative work is predicted to deliver business impact.
By combining System1’s ad testing capabilities and D&AD’s awards data, creative expertise, and access to the people behind the work, we've decoded the conditions, relationships, and decision-making processes that transform brave ideas into commercial success.
Inside the report, you’ll discover:
- The creative conditions that consistently underpin award-winning, high-performing work
- How the best brands and agencies make bold creative decisions and how they protect them
- The link between creative excellence and business effectiveness
- Insights drawn from six in-depth case studies, showcasing how major ideas were brought to life and the results they delivered
- A practical framework any brand can use to embed creativity as a driver of business transformation
D&AD is a registered charity (charity number 305992) and a company limited, and registered in England and Wales (registered number 00883234).
64 Cheshire Street, London, E2 6EH
United Kingdom
Tel: +44 (0) 20 7840 1111
United Kingdom
Tel: +44 (0) 20 7840 1111