D&AD, a global creativity non-profit that enables excellence in design and commercial creativity has appointed Nils Leonard, co-founder of Uncommon Creative Studio, as its new President, succeeding Lisa Smith following her one-year term. The appointment comes as the global creative non-profit prepares to bring the D&AD Festival and New Blood Festival together for the first time in 2027 under a new platform, D&AD Alive.
Before co-founding Uncommon Creative Studio, Leonard served as Chairman and Chief Creative Officer of Grey London, where he oversaw what the organisation describes as the agency’s most profitable and awarded years in its 52-year history. He also became one of the youngest agency chairmen in the world. Leonard has been ranked the No. 1 Creative Person globally by Business Insider and named among the Sunday Times’ 500 Most Influential People, with more than two decades of experience in advertising and design.
Over its nine years, Uncommon has grown into one of its generation’s fastest-growing and most creatively awarded start-ups. Its work includes rebranding and launching EA Sports FC, ITV’s mental health campaign ‘Britain Get Talking’, British Airways’ safety videos and brand advertising, and the viral Ratboot created for New York Fashion Week. The studio also recently won a Black Pencil for ‘The Periodic Fable’ for The Ordinary.
Leonard takes up the presidency as D&AD prepares for D&AD Alive, which will bring established and emerging creative talent together from June 28 to 30, 2027, at Tobacco Dock in London. The festival will bring together agencies, studios, brands, in-house teams and creative leaders from around the world to explore the challenges shaping creativity and its future. As President, Leonard will curate a series of President Lectures as part of the programme.
Speaking about his appointment, Nils Leonard, D&AD President and Co-Founder of Uncommon Creative Studio, said, “D&AD has shaped me and so many people I admire, so being asked to be President is a genuine honour. Creativity is one of the most powerful forces in the world. It builds brands, businesses and culture. Yet almost everywhere we talk about it like a luxury, something nice to have, rather than the engine behind our economies and our future. Too many young people are never shown what creativity can be, or that it’s a career, a skill and a way of solving problems. I want to use this year to change that, and to make the case for creativity as something every country should be proud of and invest in. Creativity is our very own human magic, and it is stronger than we think.”
Tim Lindsay, Chairman of D&AD, said, “Nils has always been a powerful advocate for creativity and original thinking. He’s built his career challenging convention, backing ambitious ideas and pushing for work that has genuine impact. D&AD has always stood for creative excellence and the people behind it – setting the bar for great work while giving people the training, opportunities and support to reach it. As we bring different generations, disciplines and perspectives together through D&AD Alive, Nils brings exactly the energy and point of view we want from our President. I’m delighted to welcome him, and I’d also like to thank Lisa Smith for everything she has brought to D&AD and the creative community during her presidency.”
Leonard succeeds Lisa Smith, Global Chief Creative Officer at Uncommon, who completed her one-year term as D&AD President. Smith was appointed to the role during her tenure as Global Executive Creative Director at JKR.
