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D&AD. Unlike other big shows, it’s not for profit. So how does it survive? Masterclasses - run by the best to teach the next gen of pencil winners. To reach the descision makers we ripped up the annual and sent them their previous awarded work with the note
'You know where great work ends up. But does the rest of your agency know where it begins?'

Launched just before Covid lockdown, early response was 12%.