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What Is A Great Creative Idea And Why Are They So Valuable? : 'All-in-90' TRAINING

What Is A Great Creative Idea And Why Are They So Valuable? : ‘All-in-90’ TRAINING

In advertising, we often talk about the But in any piece of marketing communication there are almost always three ideas woven together like a Turkish puzzle-ring.

There’s the positioning idea, there’s the strategy and, lastly, there’s the creative idea.

When talking about what makes a great idea, we need to be careful what sort of idea we are talking about. Are we trying to promote a brilliantly innovative new product? Are we trying to find a new way to describe the brand which could appeal to a new audience? Or do we need to cut through the clutter with a simple message convincingly expressed?

In this session you will get answers to all these questions.



  • The Hierarchy of Ideas – a tool to help you generate relevant ideas and create communications with a point
  • Idea and execution are not the same
  • Learning to deconstruct other people’s campaigns will help you construct more effective campaigns yourself
  • Good is the enemy of great

DELEGATE LEVEL: Junior to Mid Level

DATE: 9th August 2022

TIME: 10am to 11.30am


Patrick Collister is the former Executive Creative Director and Vice-Chairman of Ogilvy & Mather London and the former Head of Google’s creative thinktank in Northern Europe, The Zoo. He has delivered training programmes to client companies from British Airways to Waitrose, with Newell Brands, Tesco, Unilever among them, and to agencies from AMV BBDO to Y&R. His book “How to Use Creativity and Innovation in Business” has sold steadily and well since publication in 2017.


Tuesday 09 August 2022 10:00 am - 11:30 am


Zoom Webinar
Full Day

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