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'All-in-90' TRAINING : The Business of Ideas - Creativity (First Session)

‘All-in-90’ TRAINING : The Business of Ideas – Creativity (First Session)

Three connected 90-minute online workshops in Zoom, designed to give attendees a structured way of generating (and presenting) creative ideas. Webinars can be booked together as a series or separately..

At the heart of it is a tool I call The Hierarchy of Ideas. Essentially, this posits that there are actually three ideas in every piece of paid-for communication. The brand idea. The communications idea, aka the strategy. And the creative idea.

Working to a real brief for Brand X from a real client, the three sessions are about how to build a sequence of ideas in order to end up with a creative work with a point.

The hierarchy also provides the structure for the three sessions. We start with defining the brand idea, look at ways of generating breakthrough strategies and end up looking at creative execution.

Over the course of the workshops, the attendees will have many ideas! The brain is a muscle, they say, and it will get a darn good workout!

First Session.


Right from the start of this session, attendees will be thinking creatively.
They start by drawing a picture. Why? Because in their drawings we can find the answers to questions like, what is creativity? Why do we need it? What is an idea? What is the difference between an idea and an execution?

One of the key exercises in this session is ‘The 10-minute Millionaire’. As yet no-one has actually become a millionaire as a result of this session but one young woman could have.

There are some uncomfortable learnings, such as how lazy most of us are!

The major part of the workshop is given over to the ‘Hierarchy of Ideas’. What it looks like, how deceptively simple it is, and examples of campaigns deconstructed to show how they were built from the bottom up. Which is what we will be doing in sessions two and three, working on developing meaningful ideas for Brand X:

DATE: 13th October 2020

TIME: 10am to 11.30am


Patrick Collister was the executive creative director of Ogilvy & Mather UK before starting up training company Creative Matters in 2004. In 2013 he landed the best job in advertising when he became creative director of The ZOO, Google’s client-facing creative think-tank.


Tuesday 13 October 2020 10:00 am - 11:30 am


Zoom Webinar
Full Day

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