The Focus
Kingston University wanted to challenge the narrative as automation and AI reshape the workforce, that the economic value of creative degrees are in decline. The goal: elevate the profile of Vice Chancellor Professor Steven Spier and demonstrate how creative education equips graduates with future-facing skills.
The Thinking
A campaign built around a clear insight - creativity drives innovation across every sector. Interviews with major employers like Lidl, Mastercard and Deloitte revealed a shared appreciation for the adaptable, problem-solving mindset fostered by creative degrees. These insights informed a YouGov survey of 2,000 business leaders and culminated in a Future Skills League Table, proving that creative graduates possess the skills most valued in the modern workplace.
The Difference We Made
National media coverage, including BBC Radio 4’s Today Programme and Rethinking Education, and opinion pieces in Design Week and Arts Professional positioned Professor Spier as a prominent voice in the education debate. A targeted programme of over 20 stakeholder meetings with MPs, civil servants and think tanks generated cross-party support and positioned Kingston University at the forefront of the future skills agenda.
