Your client has challenged your agency to develop more innovative work or “ideas beyond advertising”. How do you engender a creative culture? How do you inspire teams to do great work? This session combines both lateral and logical thinking techniques that help you to inspire fresh and innovative work.

FORMAT

The session introduces ways of thinking and methods that help your agency to get beyond the obvious solutions. They can be applied quickly, can be workshops and are particularly useful in a pitch or with a client with an appetite for something different from the norm

CONTENT

What are the circumstances in which great work can be developed

• Trust and relationships as the bedrock
• Behaviours to engender creativity
• The importance of “priming” as a source of inspiration
• How the inspiration is often not on the brief, it is in the experiences that you have

Uncovering inspiration

• How viewing the world through consumers eyes unlocks creative ideas in any medium and ideas beyond advertising
• Moments that matter: a google methodology for developing media neutral ideas
• Laddering thinking methods: thinking techniques for developing facts and information into powerful and emotional propositions

Lateral thinking

• How to bring inspiration and stimulus into a development process
• The importance of stepping outside your category to find a fresh angle
• Methods and techniques for bring fresh thinking
• Why randomness can be helpful tool (Edward de Bono’s insights into creativity

DELEGATE LEVEL

Account directors who want to raise their game when it comes to helping to develop great work. As well as agency strategists and creatives. (we would aim have a blend of account handers, strategist and creatives on this course)

DATES & TIMES

3rd June, 9.30am to 1pm

LOCATION

CENTRAL LONDON – EXACT LOCATION TBC

TRAINER:

Julian Saunders started his career in strategy in advertising: He was planning director at Ogilvy and Executive Planning Director at McCann- Erickson.  After four years as Chief Executive of Red Cell (a WPP agency) Julian took a sabbatical to edit The Communications challenge- a practical guide to media neutral planning. (APG 2004). The book was translated into several other languages and helped start his second career as a teacher for The Unilever Marketing Academy running The Media Innovation Workshop for joint client and agency teams globally

As a government advisor for three years he worked on developing methodologies for behavior change campaigns and co-edited a COI/GCN publication: Communications and behavior change (2009) He partnered with Phil Barden author of Decoded (2013) and still co runs a course with him on Behaviour science for brands for APG as part of their Essentials program.

He was contracted to Google for two years in the Zoo (an innovation team) and helped develop methodologies for innovation. During this time, he worked on the development and launch of two YouTube channels

He runs courses on creative thinking and the application of behaviour sciences. For over a decade he has been a Tutor for AIA Diploma in insight, creativity and communications.

Besides teaching he co-founded a start-up four years ago with a team of fellow Googlers (chimnie.co.uk)