LONDON, UK – After nearly two decades in the industry, Dara Lynch is no stranger to the creative world. Having served 18 years as D&AD’s COO, she stepped into even bigger shoes when former CEO Tim Lindsay transitioned to chairman. While some may see her promotion as a natural progression, Dara prefers working behind the scenes rather than being in the spotlight.
Now appointed CEO of the non-profit advertising and design association, Dara brings a background in finance, along with the experience of being a mother to five children. Her twin boys were just turning two when she joined D&AD, driven by a desire to combine her commercial skills with her passion for design and creativity in a purpose-driven environment.
But her journey hasn’t been without challenges. Leading in the creative industry means navigating constant change — both within the field and globally.
“I mainly think about the emerging generations — those at the beginnings of their lives ahead. Job security is now a thing of the past, and how do we continue to nourish creativity through times of challenge and change?” Dara exclusively shared with adobo Magazine.
Creativity and design in the digital age
For decades, D&AD has championed creative excellence, but as an organization founded in 1962, it has witnessed the dramatic evolution of the advertising landscape. Still, Dara believes the creative industry will continue to thrive in today’s digital age.
“Human plus machine is a beautiful fusion, allowing taste and craft to regain their position as a commercial differentiator that will liberate brands and their customers from the digital fatigue of being followed, watched, and looked at by an algorithm,” Dara said.
She describes the intersection of design, technology, and creativity as a “marriage made in heaven,” believing that craft will only grow more important in an era where AI becomes a true enabler of innovation.
How D&AD helps young creatives
D&AD has long been a champion of emerging talent, continuing to stimulate, enable, and inspire creativity in the next generation through programs like “New Blood” and masterclasses. These initiatives offer young professionals both formal education and real-world opportunities to grow.
In addition, Dara believes that their annual awards serve as one of the most valuable creative resources available to young creatives, with both physical and digital versions accessible from anywhere in the world.
“D&AD empowers creatives by using our resources, including the industry we serve, to democratize creative opportunities,” Dara stated.
The future of D&AD
Dara also shared some of D&AD’s current initiatives, including three global research projects. She also reflected on the future of creativity, which is shifting away from traditional structures — driven by rising education costs and the lack of agility in formal programs. As a result, many advertising courses in the UK have closed over the past five years.
D&AD remains committed to embracing change and finding solutions that support the evolving needs of creatives. “Despite the challenges, I am optimistic about the future and the role D&AD can play in shaping this new creative world. D&AD loves our industry and beckons to the new one,” Dara expressed.
This year, the D&AD Awards judging took place from May 18 to 21, 2025, as shortlists for all categories were announced last May 20 and 21, 2025. The 2025 D&AD Festival began on May 21 and will end on May 22, 2025, taking place at the Southbank Centre, London. The awards ceremony will happen on May 22, 2025 where the coveted Pencils will be presented in person.
