D&AD Professional Development

In 2013 I was brought in as a consultant to conduct a learning needs analysis across the creative industry sectors served by D&AD. This was to inform the evolution of their professional development programme. In a separate role I later went on to manage part of this programme, working with advertisers, agencies, and media owners to create bespoke workshops and courses.

Key Responsibilities

  • Carrying out semi-structured interviews with creative directors and human resource professionals from a wide range of creative industry businesses.
  • Researching existing professional development providers to the creative industries, partially informed by the interview data.
  • Analysing and reporting on the data to identify the most important needs, and make recommendations for D&AD professional development offering.
  • Developing bespoke workshops and courses in response to specific organisational learning needs.


Sam was a tremendous asset to D&AD and to the Professional Development team. He was immersed in the industry, understood the creative training needs of agencies, helped develop new sessions and was commercially astute in all respects.

Dara Lynch, D&AD Chief Operating Officer