D&AD chief: pitch will help to dispel ‘old boys’ tag

British Design & Art Direction wanted to open up the way that we work with advertising and design companies (Comment, DW 29 April).

We were once considered an old boys’ network. The [Call for Entries free-pitch] competition is a chance for creative teams of all ages and backgrounds, some of whom we might otherwise never come into contact with, to work with us.

With a 70 000 mailout and global advertising and e-marketing campaign, it’s a great way for a younger team/individual to gain instant recognition within their industry.

As a charity we are in a different situation to a commercial client.

Michael Hockney

Chief executive

D&AD

London SE11