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'All-in-90' TRAINING : The Business of Ideas - The Creative Toolbox

‘All-in-90’ TRAINING : The Business of Ideas – The Creative Toolbox

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!

Second Session

The Creative Toolbox 

We start off by coming up with ideas for smash hit movies.

This prompts us to ask, how do ideas actually happen? Sometimes I get people to quack at this point!

Most of the session is given over to working with three or four tools in the ‘creative toolbox’.

Attendees will be asked to draw (again). They will consider the assumptions we make about brands and about the briefs we are given. They will look at McDonald’s as a template for disruptive strategies and they will discover why Brian Eno is probably the most successful music producer on the planet.

DATE: 20th 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 20 October 2020 10:00 am - 11:30 am


Zoom Webinar
Full Day

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