SELLING THE IDEA - HARNESSING CREATIVITY WORKSHOP
Bill Bernbach said, “Creativity is the most powerful force in business”.
But how do we harness it? And how do we recognise, protect and sell our best ideas?
This one-day workshop gives attendees an understanding of how a tight creative brief is the key to developing strong creative work based on solid foundations.
We also look at the principles of creative problem solving and give you techniques for selling creative solutions.
The workshop is primarily designed for account executives and managers, hybrid project managers who are client facing in the creative industry so they can not only inspire the best ideas, but also make sure they see the light of day.
WHAT YOU WILL TAKE AWAY
• How to collaborate with creatives to develop an effective creative brief
• How to come up with strong creative ideas that answer a set brief
• Creative problem solving techniques you can use straight away
• How to recognise a good idea (and how to spot a bad one)
• How to sell creative ideas both internally and to clients
WHO SHOULD ATTEND
• Account Executives
• Account Managers
• Account Directors
• Hybrid Project Managers
• Trainee planners
ABOUT THE TRAINERS
Gail Parminter, BA Hons, MSc,
Gail is an ex-senior level advertising creative, trainer and senior lecturer in Creative Advertising at Falmouth University. With a career spanning 25 years at agencies including Bates Dorland, Saatchi and Ogilvy, Gail has industry experience combined with a track record in training and teaching. For the past five years Gail has run her own training consultancy which trained people from oragnisations including Diageo, Zurich and Blue Cross in strategy, planning, brand storytelling and creative thinking skills. She recently joined the staff at Falmouth as Senior Lecturer on their well-respected Creative Advertising BA Hons Degree course.
Sion Scott-Wilson LL.B (Hons) MSc PGCHE FHEA
Sion is an ex-creative director, trainer, author and Head of Subject for Creative Advertising at Falmouth University. With an award-winning career spanning 25 years at agencies including Saatchi & Saatchi, Ogilvy, DDB and Leo Burnett, Sion has a wealth of industry experience combined with a track record in training and teaching and is a Fellow of the Higher Education Academy. Prior to his academic career Sion was a Regional Creative Director for Saatchi & Saatchi (CEMEA). Sion was one of the founding development team for Saatchi’s famous Lovemark philosophy and has run workshops in Creative Problem Solving and Storytelling for multinational clients such as Proctor & Gamble. Sion heads the well-respected Creative Advertising BA (Hons) and MA courses at Falmouth.
Part 1: Creativity and how to inspire it.
In the communications industry ideas are our stock-in-trade, so it’s crucial that all the key players in an organisation understand ideas and how to unlock them. Client Services plays a key role in the process, so the first part of the workshop is about helping you understand the world of the creative practitioner and how to get the best out of them by working as an inspirational and trusted partner.
Part one explores what an idea is and examines the differences between ‘ideas’ in general and what makes an advertising ‘idea’ different.
We examine patterns of thought, how the brain works and how to break out of old ways of thinking.
We look at how to have ideas and investigate techniques for creative problem solving.
We examine the basic tools of communication: words and pictures; how words modify images and vice versa.
We’ll also discuss methods for stimulating and unblocking the creative process by examining 12 tried and trusted Creative Approaches using the Concept Clock.
Part 2: Harnessing creativity
In Part two we examine the most crucial document in the creative process: the brief. A poor brief costs the company time and money and well as the goodwill of the client and creative teams. Getting it right first time is business imperative. Whatever the style of the briefing form, there are common elements to any successful brief. In this part of the workshop we examine the crucial components of effective briefs, both tactical and strategic, as well as the errors and pitfalls to avoid.
We examine the differences in tactical and strategic briefs and deconstruct the critical elements of a brief and consider the importance of a sound strategic platform.
Part 3: Selling the idea
Unsuccessful client presentations can also end up costing the agency a great deal of time and money; often the problem is in the way the work is delivered. In part 3 we look at ways of ensuring that those precious ideas see the light of day.
We examine client/agency dynamics, linguistic dissonance and modalities.
We’ll investigate a tried and tested methodology for presenting creative solutions and consider pitch/presentation theatre and overcoming objections by finding the real barrier or issue.
“Great feedback throughout – a great way to share ideas and develop creative skills.”
“A great course for our team, we enjoyed it and learnt a lot. Good to all spend the day being creative and thinking in a different way – very refreshing!”
How To Book
Workshops run from 9.30am – 5.00pm
at a central London location.
£499 + vat per delegate including lunch and course notes.
BOOK NOW or Call Melissa Smith on
020 7323 1966