In the shifting landscape of the creative industries, the parallels drawn by Leland Maschmeyer during his address at the D&AD festival resonate powerfully. He likened the current challenges faced by the design and advertising sectors to the historical plight of Swiss watchmakers in the late 20th century. The launch of the Seiko Quartz Astron in 1969 marked a seismic shift in the watch industry, ushering in what is now referred to as the quartz revolution. This technological advancement rendered traditional Swiss watches, synonymous with precision, significantly less relevant. By 1983, the number of Swiss watch manufacturers had dramatically reduced from 1,600 to just 600, prompting those that survived to innovate and focus on unique “complications” — additional functionalities that not only highlighted their craftsmanship but ensured their relevance in an evolving market.

Maschmeyer’s message suggests that contemporary firms in the creative sector must similarly pivot in the face of disruptive technology, particularly artificial intelligence, which he equates to the quartz oscillator that changed watchmaking forever. His agency, Collins, advocates for a streamlined approach, labelling essential elements of branding as “augments.” These constructs help clients understand their identity and provide frameworks for creative expression while respecting the constraints imposed by modern market demands. The focus, Maschmeyer insists, should shift towards articulating the performance aspects of creative work, thereby reclaiming recognition for the inherent value that design can deliver.

Across the festival, other creatives echoed this sentiment. Nils Leonard presented a compelling counter-narrative to the pervasive belief that current times are detrimental for launching creative enterprises. He urged his peers to abandon outdated advertising paradigms and embrace innovative creations—termed "narrative objects." Leonard’s vision extends beyond traditional ideas, aspiring to enrich retail experiences and engage audiences with tangible, thoughtfully constructed works. This call to reinvigorate the craft aspect of creation interlinks with the broader themes discussed by Airbnb’s design vice-president Teo Connor and psychologist Dr Paul Marsden. They underscored the vital role of empathy and user-centric design in establishing a meaningful connection with consumers, drawing attention to the innate human qualities behind successful products.

Aardman director Gavin Strange took the stage to illuminate the joy of creation, advocating for personal projects that ignite passion and craft, regardless of client demands. He reminded the audience that fostering excitement in every task, no matter how mundane it may seem, is crucial. His approach exemplified the essential ingredients of storytelling that define Aardman’s celebrated animation style.

Further reflective dialogues were facilitated by Kwame Taylor-Hayford, D&AD's first American president, who emphasised the transformative shift occurring within agency structures. He highlighted how contemporary creative teams are forming relationships directly with brands, enabling a dynamic where imagination is not just encouraged, but necessary for survival in today's market. Taylor-Hayford’s insights were underscored by the thematic coherence of this year's D&AD event, where winning works prominently featured innovation and bravery, suggesting a renaissance in how creative talents are valued and engaged.

This year's discussions affirmed that rather than shying away from the impending influence of AI, the creative sector must embrace its inevitability while celebrating the irreplaceable nuances of human creativity. As the industry stands at a crossroads, the overarching message was clear: redefine and articulate the value of craft, storytelling, and empathy, as these elements will be the defining characteristics of the future in design and advertising. The gathering served not only as a forum for reflection but as a rallying cry for creatives to assert their identity amidst change, championing a narrative that blends clarity, definition, and emotional resonance in their work.

Reference Map:

Source: Noah Wire Services