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A MORNING ON…From Brief to Idea

This half-day, hands-on workshop is all about ideas.

It is split into three parts.

1. We look at the creative process and how it comprises a whole series of ideas, one after the other, eventually ending up with a creative execution. You will see how both the client and the agency account manager have important creative roles to play

We’ll look at how you are wired, how you think and how you look at things to explain why there is often conflict when you are trying to develop a new campaign.

2. We deconstruct communication. What sort of idea have you been briefed to produce? We look at the difference between a business proposition, a brand positioning, a marketing platform and a creative execution. We try to untangle meaning from expression.

3. This section is given over to playing with the different tools you can use to generate ideas. We have a look at three ways to generate big, platform ideas – then we look at how those can be amplified through ‘The 7 Ideas’ format.

The session is practical rather than theoretical, specific rather than general and interactive rather than presentational.

Fun, in other words.

TRAINER:  Patrick Collister - For seven years, Patrick was the executive creative director and vice chairman of Ogilvy & Mather London, which was fun. He was then the executive creative director for a network of direct marketing agencies across Europe, which was not.

In 2013 he was given the most fun job in advertising as Head of Design for Google ZOO NACE.

In 2018 he returned to his training company, Creative Matters, and to Directory magazine, which he has edited and published since 2007.

He has won many strange awards but has kept his Cannes Lions.

He shouts a lot at conferences but is generally regarded as harmless.

COST:             £250 + VAT Members/£300 + VAT Non Members

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