Booms Shakes Februarys Boldest Moves Big Appointments And A Few Signs Of Whats Brewing

Creative Boom: News Booms & Shakes Booms & Shakes: February's boldest moves, big appointments and a few signs of what's brewing New leaders, new practices, new cities… and a sense the creative industry is quietly rewiring itself for what comes next. Written By: Tom May 23 February 2026 L-R: Jolyon Varley, Liz Stone and Ben Gordon of OK COOL Welcome to Booms & Shakes, our monthly round-up of the hires, promotions, partnerships and stories making waves across the creative world. And there's no avoiding it: February has arrived with a full inbox.

From institutional appointments that signal generational shift to a flurry of acquisitions, agency launches and studio moves, this month's Booms & Shakes is heavy with stories that matter (plus a few that are simply fun to know about). Look beneath the headlines, and a pattern emerges. Earned media is having a moment. Social-native agencies are being snapped up by bigger networks. And some of the industry's most respected creative leaders are stepping into roles that feel genuinely consequential. There's also a pleasing undercurrent of people coming home: to buildings they once shaped, organisations they once led, and cities they've loved.

Here's everything that's been making noise this month. New hires and promotions David Patton takes the helm at D&AD The biggest appointment of the month (possibly the year) is David Patton stepping in as chief executive of D&AD. David brings a career that reads like a masterclass in the creative industry range. He championed the Sony Bravia 'Balls' campaign as senior vice-president of marketing at Sony Europe, led Grey London, and served as EMEA president of Grey. He then became global president of Young & Rubicam, The Mill and MPC Advertising before most recently running Jellyfish Pictures.

In short, he's sat on both sides of the creative equation; as a client who backed bold, award-winning work, and as the agency leader responsible for making it. D&AD chairman Tim Lindsay called it "the perfect preparation." It's hard to disagree. David Patton is the new chief executive of D&AD Richard Biggs joins BBC Creative as executive creative director Here's another significant signing. Richard Biggs is leaving Uncommon to join BBC Creative as executive creative director this spring, stepping into one of the most visible in-house creative roles in the country.

Richard's work at Uncommon has been among the most celebrated of recent years, including the widely admired Hiscox campaign, and his references from Nils Leonard (who called him "a classy creative, a rare talent") set a high bar. Richard has described the move as "coming home," which is a nice line and, given the BBC's role in most people's creative upbringing, something that's easy to empathise with.

Richard Biggs is the new Executive Creative Director at BBC Creative Mat Hunter returns to the Design Council as chief executive Mat Hunter has been appointed chief executive of the Design Council, returning to an organisation he served as chief design officer from 2010 to 2015. Since then, he's co-founded Plus X Innovation, building a network of innovation hubs that have supported more than 500 entrepreneurs who, together, have raised over £250m in investment. Mat takes over from Minnie Moll, who shaped the Design Council's Design for Planet mission over five years, and joins in April. A homecoming with serious intent.

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The article discusses significant shifts in leadership and strategy within the creative industry, which are impactful for brand professionals, though the focus on social-native strategies is becoming more common.