UNDERSTANDING AND SELLING CREATIVE 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
Course Outline
- Creativity, how to inspire it and become a trusted partner to creative practitioners
- Exploring the ‘idea’ and what makes an advertising ‘idea’ different
- Patterns of thought – how the brain works and how to break out of old ways of thinking
- Basic tools of communication: words and pictures; how words modify images and vice versa
- Methods for stimulating and unblocking the creative process, 12 tried and trusted approaches
- The crucial components of effective briefs, tactical and strategic, errors and pitfalls to avoid
- Harnessing the creative idea, tried and tested methodology for presenting creative solutions
- Client/agency dynamics, linguistic dissonance and modalities
Training Dates
How To Book
Our Understanding and Selling Creative workshop is run by request only.
If you are interested in running this workshop for your team, please get in touch to find out more.
BOOK NOW or Call Melissa Smith on
020 7323 1966
Please note this workshop is not currently CPD certified
Meet the Trainers
Gail Parminter
Creative Trainer
An ex-senior level advertising creative, Gail has also worked as University Lecturer at Falmouth University and Bucks University, developing and teaching courses in creativity and strategy. Her advertising career spanned 25 years at agencies including Bates Dorland, Saatchi and Ogilvy. For the past six years Gail has run her own consultancy training people from organisations including Diageo, Zurich and many design and advertising agencies, in creative thinking skills, strategy and brand storytelling. She also works as Head of Marketing for a start-up company, Help me Stop. With industry experience and a track record in training and education, Gail is ideally placed to deliver our Harnessing Creativity course.
Sion Scott-Wilson
Creative Trainer
Sion is an ex-creative director, trainer, author and University Lecturer. 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 led the well-respected Creative Advertising BA and MA courses at Falmouth and currently lectures in Marketing Communications at the University of Western England.
MEMBER OF THE CONTINUOUS PROFESSIONAL DEVELOPMENT SERVICE
We are a member of the Continuous Professional Development Service – the holistic commitment of professionals towards the enhancement of personal skills and proficiency throughout their careers.
Accredited CPD training means the learning activity has reached the required Continuing Professional Development standards and benchmarks.
The learning value has been scrutinised to ensure integrity and quality.
The CPD Certification Service provides recognised independent CPD accreditation compatible with global CPD requirements.
On certified courses attendees will receive a Certificate of Attendance to attach to their CPD log as evidence of development once training is complete.
OUR OTHER WORKSHOPS
Project Management Workshop
This one-day interactive workshop delivers really immersive training for anyone project managing marketing projects. Using our process framework, a real case study and project documentation, attendees complete exercises at each phase of the project cycle from scoping to evaluation.
This problem based learning is a great method for project management training. We present a problem that needs a resolution – a key skill for any Project Manager.
Resource Management Workshop
In this unique, engaging and practical workshop you’ll learn how resource management can positively transform internal operations and improve profit margins.
If you want to add 10% to your bottom line, improve project health, drive staff retention, align your recruitment and training plans to your business pipeline then this workshop is highly relevant for you.
Content Production Workshop
Our one-day Content Production workshop with film at its core, provides attendees with a deeper understanding of planning, production and the delivery of filmed content plus the associated documentation to successfully manage legal business affairs. We look at all types of content from small-scale video productions to TV broadcast.
Taken by Industry expert Leila Bartlam, the workshop is perfect for anyone looking to add moving image production to their skill set.
Account Management: Advanced Basics Workshop
Our Advanced Basics workshop is an in-depth study of the successful client relationship – and how to control it.
We’ll take you through best practice techniques in account management and highlight the markers of a winning rapport with clients. Through interactive exercises, you’ll discover how to use your awareness of these signs to continually develop your relationships with clients and, where necessary, overcome the inevitable challenges in your day-to-day dealings.
Account Management Workshop
Great account handling is about building long-term, trusting relationships with colleagues, clients and third parties. Trust must be earned. Without it the role can be lonely, pressurised and frustrating.
During this half-day workshop you’ll work through a chest of agency war stories and learn proven account handling methods. You’ll leave with a new sense of purpose and an appreciation of the bigger picture – as well as an eye for the crucial detail. A timely refresher for some, a lifesaver for others.
Digital Delivery Workshop
Our one-day Digital Delivery workshop with user experience at its core, provides attendees with a deeper understanding of the digital delivery process, project methodologies and associated documentation to successfully manage a range of digital scopes of work, from small scale online advertising to more complex builds.
Alongside the delivery framework, the immersive workshop breaks down and explodes some of the myths of the digital world explaining the many acronyms that exist and understanding the make-up of the digital team.
Print Production Workshop
Our one-day Print Production workshop is hugely interactive. Using our print library, attendees have the opportunity to review and explore print formats, processes and finishes.
The workshop focuses on managing creative print Collateral, Press Advertising and Out of Home.
Finally our trainer works with everyone to write artwork briefs and print specifications using physical examples.