Creative Thinking for Ad, Media, & Digital Agencies (Virtual)

Understanding the Creative Process to Better Support and Inspire Creatives
(Virtual Half Day Workshop)

Virtual Workshop Description
Ideas are the Agency’s “product". The creative process is how they are “manufactured”. However, even though the cliché “everyone is creative” is often heard in the Agency, most people in the disciplines that surround and support the Creative department have little idea how the process works. Therefore, they find it difficult to properly inspire and support the Creatives. This disconnect often leads to much re-work, frustration, and – most importantly –, lower quality ideas and frustrated Clients. The good news is that it is possible for personnel outside the Creative department to understand the “black box” that is creativity, and in doing so, significantly improve individual and agency performance.

In this highly interactive workshop, led by a 30-year veteran of Leo Burnett as well as brands like Unilever, SC Johnson, and Kellogg’s, Account, Media, Digital and Planning Managers, will learn to harness the power of creative thinking to better inspire Creatives, and make a practical impact on the quality of the ideas produced by the Agency. Using a series of simple definitions, processes, and tools we answer the questions surrounding the creative process and show that the “noncreative” people at the Agency can be creative and can help get to better ideas. And, as a bonus, it is a lot of fun!
To clarify, this workshop is only about creative thinking, not copywriting or art direction.

Target Audience
This workshop is ideal for:

• Account Management, Media, Digital and Planning Managers/Directors
• Creatives who have been trained in Copywriting and Art Direction but would like to strengthen their Idea Generation skills and better understand the theory behind what they do intuitively
• Managers in other Agency departments interested in improving their creative thinking skills

Virtual Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving creative effectiveness, increasing workflow efficiencies, maximizing agency ROI, and improving employee alignment and satisfaction.

This workshop helps attendees improve creative effectiveness by teaching them:

• To understand creativity & innovation by providing practical and actionable definitions
• How the creative thinking process works in developing all types of communications programs

This workshop helps attendees to increase workflow efficiency by teaching them:

• Ten “non logical” rules that improve management of the communications development process
• How to inspire their Creative department colleagues to develop better communications programs

This workshop helps attendees improve agency ROI by teaching them:

• How to generate inspiring thought starters for briefing processes
• How to increase the speed of development of communications programs

This workshop helps attendees improve employee alignment and satisfaction by teaching them:

• How to make full use of their own untapped creative potential and contribute to the Agency’s final product
• To have confidence in their creative thinking abilities, even if they believe they “are not creative”

Download the full agenda here