Learning & Events
Creative Data Academy
The DMA is the UK’s data and marketing trade association, committed to championing a customer first approach and showing how responsible data use can drive meaningful growth.
Alongside our work with organisations across the industry, we also support the next generation of talent. Our dedicated talent division creates opportunities for students and emerging professionals to gain real experience, build confidence and take their first steps into a career shaped by data, creativity and insight.
The Creative Data Academy is one of the key ways we do this. It is a free three-day experience designed to introduce you to the world of data driven marketing and help you understand how creative thinking and responsible data use work together. Each year we welcome students from across the UK to explore the industry, meet people working in it and take part in a practical project that mirrors the kind of work you might do in a real role.
At the heart of the Academy is a live creative brief set by an established brand. You will work in a team to develop an idea that uses data in an ethical and imaginative way, guided by experts who will help you understand how data shapes decisions and how creativity brings those decisions to life. On the final day, you’ll pitch your idea directly to the brand. Previous years have been supported by major companies such as Costa Coffee, and this year’s partners will be announced soon.
Across the three days, you’ll hear from practitioners who work with data every day and who can show you what different career paths look like. You’ll also have time to focus on your own development, from strengthening your personal brand to improving your confidence on LinkedIn and understanding how to present your skills to employers. Networking sessions give you the chance to speak with professionals in small groups, ask questions and learn from their experiences. Throughout the Academy, the DMA Talent team will be on hand to support you and help you get the most out of the programme.
The Creative Data Academy is designed to give you a clear sense of how the industry works and where you might fit within it. Many students leave with new connections, new skills and a stronger understanding of how to shape their future career. It’s an opportunity to explore, experiment and discover what you can bring to the world of data and marketing.
We have run Creative Data Academies in London, Edinburgh, Birmingham and Manchester since 2013.
If you’re interested in attending an Academy in 2026, please get in touch with us on dmatalent@dma.org.uk.
Hearing from those who have already completed the Creative Data Academy can help you picture what the three days feel like in practice. Beatrice Mullan attended the 2025 Academy, and this is her story:
"When I first graduated with a degree in Marketing, I felt like I had all the theory but none of the experience. I knew what I’d enjoyed about my degree, but when I looked at job descriptions, everything felt vague. “Marketing” was presented as this broad catchall term, and I couldn’t picture what it actually looked like in practice. That uncertainty, combined with the slow pace of the graduate job market, left me feeling stuck and battling a fair amount of imposter syndrome.
The Creative Data Academy was the turning point. Over three days, I was able to take the knowledge I’d gained at university and apply it in a way that felt real. Working on live briefs with peers and presenting to professionals showed me what employers value and how my skills apply in the workplace. It wasn’t just theory anymore, it was practice, and it gave me confidence.
Beyond the practical projects, the Academy also offered brilliant guidance on professional development. From CV workshops to personal brand sessions, it helped me see myself not just as a graduate, but as a marketing professional. Meeting practitioners across the industry, from creatives to strategists to data analysts, also opened my eyes to the variety of roles available. It helped me identify what I was drawn to, and equally, what wasn’t for me. That clarity is invaluable when you’re navigating the endless job applications.
Ultimately, the Academy shifted my mindset. It made me feel employable, capable, and part of the industry I’d studied for years. If you’re feeling stuck or overwhelmed by the graduate job market, I can’t recommend the DMA Creative Data Academy enough!"