Between the Lines: Open-to-all D&AD is weaker

The commercial realities facing D&AD (or any industry body grappling with the decline in above-the-line agency staff) had a hand to play in the decision to broaden D&AD's appeal (page 2).

For so long a club for the elite of above-the-line creatives and their counterparts in the design world, D&AD now has to make money from other sources.

But welcoming in, say, brand consultancies and even media agencies because they, too, have creative ideas that transform businesses could prove a step too far for the die-hards. In a strange way, elitism was one of D&AD's strengths and set it apart from similar training and promotion efforts by the likes of the IPA. Now the barriers are coming down, D&AD could lose some of its magic.

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