• by Larissa Faw , April 14, 2017

The Cannes Lions and D&A are launching programs designed to attract and elevate industry talent.

D&AD is seeking non-traditional creative talent in New York City for its 12-week New Blood Shift program.  And the Cannes Lions International Festival of Creativity is introducing a week-long Masters of Creativity program designed to help transition industry creative talent into senior management.

“The creative industry thrives on diversity, and is desperate for new ways of thinking," says Paul Drake, foundation director, D&AD. "We want to open this world up to more than just traditionally educated, advantaged groups and create opportunities that are based solely on talent.”

Applications are being accepted through May 1 from young would-be creatives not enrolled in college and without a four-year degree. Unlike other student programs, there is no brief to answer. The only caveats are that they live in NYC, and have creative work ready to share. This work can take any form: from blogging to poetry, filmmaking to Instagramming, writing music to painting, creating street art to illustration. "We’re not looking for experts on the creative industry - the only bar to entry is talent and drive,” said Drake.

Fifty finalists will be chosen for an exhibit that will take place in June at VICE Williamsburg, where 20 finalists will be chosen to attend a 12-week night school program designed to allow participants to train around their current commitments.  Afterward, participants will receive on-going mentoring from industry and D&AD to ensure "they're well on their way to landing that first break,” per the organization.

New Blood Shift originally launched in London in 2016 with the support of Leo Burnett, and selected 17 young creatives from diverse backgrounds and varied careers, including a yoga instructor, cashier, barista, and carpenter.

D&AD New Blood Shift NYC is supported by BBDO, Bernstein & Andruilli, Betaworks, Brooklyn Brothers, Droga5, Edelman, Havas Worldwide, Interbrand, JWT, McGarryBowen, R/GA, Saatchi & Saatchi NY, Spotify, Squarespace, Stinkdigital, Subrosa, SY Partners, The Mill, Turner Duckworth, Ustwo, Vault49, Virtue Worldwide, Wieden + Kennedy, Y&R.

Meanwhile, The Cannes Lions program has released a brief (which can be downloaded from here) that asks participants to convince European adult consumers that Oreo cookies are not just for kids. It will be led by Jill Baskin, Mondelez international VP global creative, and Karen Costello, SVP ECD, The Martin Agency.
The Cannes Lions is also hosting a Night School from June 20-22 with discussions and workshops. Each night will showcase a different theme under host Jon Burkhart, co-author of Newsjacking: The Urgent Genius of Real-time Advertising.

Separately Cannes Lions wants feedback from the industry's younger minds. The
'The Future of Creativity: The Cannes Lions Young Creative Poll’ will gauge how young creatives under age 31 globally feel about the industry and their future within it. The results will be published in May.