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'All-in-90' TRAINING : The Business of Ideas - The Seven Ideas

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

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!

Third Session

The 7 Ideas

Over the two previous sessions, attendees have established the brand idea and generated strategies. Now they consider creative execution. We go through the 7 Ideas, braindumping against each one.

1. Who is your storyteller?

2. What is the problem we are solving?

3. How can we show people what the brand stands for?

4. What’s it like?

5. The Paul Arden approach.

6. Real people with real lives.

7. Can you tap into the zeitgeist?

Finally, attendees are asked to choose just one of the dozens of ideas they have had and share this with the group.

We do a round-up of learnings and, regretfully, click on ‘close’.

DATE: 27th 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 27 October 2020 10:00 am - 11:30 am


Zoom Webinar
Full Day

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