• Where: Online
• Frequency: Series
• Duration: 90 mins
• Type of participants: Single agencies, single agencies plus clients or multiple agencies together
• Experience level of participants: All levels together
• N0. of participants: 5
• Price: GBP£ 2,600

about this programme

Welcome to the “Modern Ad Creatives – Advanced Program.”

This program is entirely focused on ad creative, which is the most important element to determine the success of your campaign.

As ad creatives continue to evolve to match the pace of the digital environments where they are displayed, many creative professionals find themselves in a challenging position: their efforts to produce impactful content are not met with the success they strive for, leading to client frustration and a waning competitive edge.

Additionally, valuable programs and resources that deeply analyze the subject are scarce.

The program aims to bridge this gap and provide a comprehensive and detailed expedition designed to equip you with the knowledge to produce ad creatives that drive sustainable results on social media platforms.

The program will guide you through tested formulas and tactics proven to construct effective ad creatives. You’ll learn to harness the transformative power of AI, experiment with diverse content formats, and forge synergies with content creators to truly connect with your target audience. As market trends evolve, I’ll ensure you’re adept at optimizing your messages for each social media platform and arm you with recommendations for the most effective tools to enhance your creative workflow.

Note that this is an advanced program and doesn’t cover the topics superficially. I will not waste your time teaching you basic concepts about social media nor will I reduce the complexity of creating modern ad creatives to something as simple as shooting a spontaneous vertical video on your iPhone.

While no prior skills are required to enroll in the program, expect this to go in great depth on the subject. Upon completing this program, you will possess the analytical ability to dissect and understand the mechanics behind successful ad creatives.

Understanding modern ad creatives is a transferable skill that turns out to be valuable across multiple platforms.

This will result in happier clients, improved advertising efforts, and longer client retention. Our goal is for you to understand the value of ad creatives, deconstruct advertisements, optimize your current creative strategy, and gain a comprehensive understanding of modern ad creatives.

what you will learn

The program focuses on:

– Ad creative structure (storyboard & frameworks)

– Ad creatives best practices & common mistakes

– Research and where to source ad creative ideas (incl. Competitors research, Reputation research, and other resources)

– Ad creative formats that work best

– Targeting through your ad creatives

– How to analyze the performance of your ad creatives

– Using AI in your creative process

– Hiring and working with content creators

– Tools and templates to structure your creative strategy

who should attend

Alessandro Cavaliere

testimonials

Gian Luca Petrelli, Founder BeMyEye:

Alessandro is a digital marketing wizard. After wasting a lot of budget working with a well known advertising agency that employed a traditional and inefficient approach, I luckily met Alessandro who completely changed the approach obtaining amazing results. I really recommend working with him!

Stela Aleksieva, Founder BeeHype:

Alessandro is a very experienced marketer with loads of practical knowledge about Digital Marketing, Social Media Ads, and CRO. He’s very easy to work with and always has great advice on how to tackle challenges in marketing. I really enjoy our brainstorming sessions where we look for possible reasons why my ad campaigns are not working and how to troubleshoot them. He always has great solutions which have worked very well for my business. He’s also very organised and really puts his heart into what he’s doing.

Giacomo de Luca, Founder of Biebol:

Alessandro has played a crucial role in the development of our marketing. He provided us with essential advice on creating our own marketing strategy, and the Buyer Personas analysis he performed for us turned out to be so helpful to classify and contact our first few customers. Alessandro is competent, professional, and super helpful. We’d highly recommend him as a consultant!

please note

For any programs delivered in person, the provider’s travel and other ‘out of pocket’ costs will be additional to the program fee and will be advised by the program provider in advance, depending on time and distances involved. This will not apply to online programs.

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• Where: In person
• Frequency: Single session
• Duration: Full day
• Type of participants:  Single agency, single agency plus clients or multiple agencies together
• Experience level of participants: All levels welcome
• No. of participants: 12-50
• Price: USD$ 5,000

what will you learn

At the heart of this workshop (one full day, two half days) is the thought that the brain is a muscle. If you exercise it, it becomes stronger and more agile. Creativity is an innate human characteristic and can be developed.

This workshop is split into four different sections.
1. Creativity – what is it? Why do we need it? Why don’t clients do it themselves?
2. Ideas – we use the word indiscriminately to mean a raft of different things. What sort of idea are you trying to create?
3. Inspiration – how to get ideas, quickly
4. Clarification and evaluation – how to assess an idea and allow it to develop.

Designed with nine practical tools for attendees to start using immediately in their day-jobs, the workshop is interactive, fast and fun.
They will learn that there are three ideas woven together in any and every piece of paid-for communication. The brand idea, the strategy and the creative idea. The key question is, which of these allows you to differentiate most noticeably?
In understanding the ‘hierarchy of ideas’, they will learn how to create advertising with a point. And since 85% of all advertising is unnoticed, or pointless, this is useful.
They will learn that idea and execution are not the same. When you know what your idea is, it becomes easier to amplify and easier to sell. This sounds a lot easier than it actually is.
The workshop is as relevant for writers, art directors and designers as it is for strategists and account managers. In fact, working together on the agreed brief, they learn to appreciate each other’s different skill sets.

Part 1
Creativity – what is it?
• Exercise: A picture is worth 1,000 words
I get everyone to draw a picture. It’s a “creative brief”. Most people present the execution, rather than the idea, one of the themes of the day. It also establishes the importance of the right-brain in advertising.

• Creativity – an innate human characteristic.
• The 4 points of conflict in the creative process.
– How you are wired.
– How you think.
– Exercise: Drink Guinness because…
– How you see.
– Exercise: Look at or look into?
– How you dream.
Learnings here are
1. Many clients are left-brained. Take care to explain idea and execution separately.
2. Agencies often over-complicate things.
3. Many briefs are too abstract to be able to inspire great ideas.
4. It is rare for the team to share common objectives before a pitch or a big new brief.

Part 2
Ideas – deconstructing communication.
• What’s a BIG idea?
• The Hierarchy of Ideas. The difference between a business proposition, a marketing platform and a creative execution.
• Untangling meaning and expression.
I created this tool to show Unilever how communication works. Being clear about the distinctions between the brand positioning, the strategy and the creative platform will bring focus to a project and save the agency much argument not to mention time and money.

The brief today
Brand X: beginning at the bottom.
It’s always good to work to a live brief because it can transform the training from a cost into an income stream.

Part3
Inspiration

The creative toolbox.
Four different routes to a breakthrough strategy.
• Draw the problem. Draw the solution.
• Challenge assumptions.
• Parallel Worlds.
• Oblique Strategies.
Einstein said given an hour to save the world, he would spend 58 minutes considering the problem to be solved. He was famously right brained. In this section attendees are asked to use their right brains and draw.
We work through at least three other techniques for generating big strategic ideas.
Oblique Strategies is musician Brian Eno’s version of lateral thinking.

Creative execution
The 7 Ideas
• Who or what can pitch the argument?
• What’s the problem?
• Show me
• What’s it like?
• Whatever you think, do the opposite
• Simple human truths
• Borrowed interest
There are only seven basic communications ideas, ‘master’ ideas, as it were. This tool helps strategists and account managers write meaningful briefs. It also helps creative people start to have focused ideas immediately rather than wait for inspiration to strike.

Part 4
Clarification

Review
Teams sift through their ideas and work out what to present
• Presentations
• Fire…Ready…Aim
• The 10 Key Questions
• 6 Hats
The creative review meeting is often determined by status. Here are two tools to make assessing the work as objective as possible. Also, to encourage the idea to morph into something better.

Summary of the day(s)
• Top 3 take-outs
• Agreements and action points
• Close

who should attend

Patrick Collister

Patrick was the Executive Creative Thingamajig and Vice Chairbob of Ogilvy & Mather London, the Chief Creative Doodah for the EHS Brann network of European DM agencies and, until 2018, Head of Clever Stuff for Google’s creative thinktank in Northern Europe, The Zoo.
In 2022 he was made a Fellow of the IPA.
He has won shedloads of creative awards but is quite pleased with his 10 Cannes Lions.
He has run training programmes for adidas, Lego, Newell Brands and Unilever among others and has created bespoke programmes for D&AD, the IPA, Canada’s ICA and Malaysia’s 4As.
His book “How to Use Creativity and Innovation in Business”is published by Macmillan and is available on Amazon for a measly one penny if you buy it second-hand.

tesitmonials

“I have every reason to be grateful to Patrick for the fabulous professional advice he has given to me and my colleagues. His is a unique viewpoint derived from his years spent in advertising and direct marketing; every person I have sent on his courses has emerged from the experience marvelously rebooted and re-energised.”
Rory Sutherland
Vice Chairman, Ogilvy Group UK

other programmes offered by this provider

please note

For any programs delivered in person, the provider’s travel and other ‘out of pocket’ costs will be additional to the program fee and will be advised by the program provider in advance, depending on time and distances involved. This will not apply to online programs.

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• Where: Online
• Frequency: Series
• Duration: 5 hours per module
• Type of participants:  Single agency plus clients
• Experience level of participants: All experience levels welcome
• No. of participants: 25
• Price: GBP £3,300 per module

what will you learn

“Creative Fitness” is aimed at assisting marketers to improve their advertising skills and enhance their dealings with their agencies: ultimately through upweighting their level of creative literacy in an engaging and interactive course. The programme has been developed with senior executive level expertise from both sides of the Agency/Client relationship. Agencies can do it together with their clients, or recommend it to them.

Delegates attending the workshops will:

• Gain a common understanding of what constitutes “creative” advertising;
• Learn about the link between creativity and business effectiveness;
• Understand how an agency operates and how best to work with them to get the best possible work from them;
• Develop a series of tools to assist in the effective functioning of their advertising role;
• Learn how to develop powerful consumer insights and how to use them;
• Learn about the importance of writing excellent, inspiring creative briefs;
• Learn how to evaluate creative and give constructive feedback;
• Distinguish between ideas and executions and how to write ideas for strategic longevity;
• Learn about the inputs to communication strategy;
• Gain a higher level of confidence in marketing communications.

Workshop 1: Exceptional Brief Writing
Workshop 2: Develop transformative insights
Workshop 3: Communication Strategy
Workshop 4: Creative Process & how to evaluate ads
Workshop 5: Manage agencies for better output
Workshop 6: Optimising the production process
Workshop 7: Media Strategy and Planning
Workshop 8: Digital and online essentials

More info on each module is available.

who should attend

Gillian Rightford

Gillian’s CV is a mix of marketing, strategy, advertising, teaching and leadership. After working in marketing strategy, and with experience in above and below-the-line agencies, she founded and ran a full-service agency, Hercules/DMB&B, and then became Group Managing Director of Lowe Bull in South Africa.

She started her consultancy and training business, Adtherapy, in 2007, to help marketers and agencies optimise the quality of their communication outputs, through improved strategic thinking skills, structures, processes, strategic thinking, and relationships. Adtherapy’s tried and tested processes have successfully unlocked growth and performance in both corporate and agency teams. Adtherapy provides a range of services from strategic consulting and coaching; to relationship alignments, and ways of working; to capability building in marketing and communication skills, to coaching.

She is a lecturer at various ad schools and universities and a public speaker on various aspects of marketing, strategy, creative, integrated communication, and reputational risk and is regularly consulted globally as a SA expert in marketing communication.

testimonials

CMO of a major bank: “The creative intervention delivered by Adtherapy is a positively disruptive approach –thus enriching the creative development and evaluation process. As a consequence, it sets the groundwork for creative work in the future that is insight-rich and relevant to defined targets.”

Brand Manager, CPG company: “I feel such a sense of relief. I’ve never really known how to do this.”

Marketing manager, retailer: “I wish I’d known this years ago.”

Brand Manager, Telco: “It’s made me see the world through new eyes.”

other programmes offered by this provider

Account Leadership Programme

please note

For any programs delivered in person, the provider’s travel and other ‘out of pocket’ costs will be additional to the program fee and will be advised by the program provider in advance, depending on time and distances involved. This will not apply to online programs.

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• Where: In person or online
• Frequency: Single session
• Duration: 2 days in-person – 2 X 8h on-site sessions, or 14 hours online, typically divided into 4X 3.5 h sessions
• Type of participants:  Single agency, single agency plus clients or multiple agencies together
• Experience level of participants: All levels welcome
• No. of participants: Ideally 20-30
• Price:  USD$ 10,000

what will you learn

It is believed that great creative ideas are those who break existing thinking rules. Yet, if looked through a different perspective one may reveal that even behind the most creative ideas there are some hidden codes which, when mastered, can give your team a leap forward in creating highly new disruptive ideas.

This program examines, analyses and presents some of the most creative, effective & innovative recent award-winning ideas and campaigns and identifies the recurring thinking patterns behind the campaign ideas. Based on these patterns, it then offers structured and practical thinking tools for developing innovative, breakthrough, original ideas.

The tools are then implemented by participants on current agency /client briefs and tasks.

Each program is a bespoke, tailor-made program build to help the agency team to create more creative, more inventive and more effective ideas and campaigns, while working on the specific real time briefs and challenges of their clients.

Before each training program, we receive and learn the current briefs and challenges of the agency and its clients. We learn and understand the specific constraints, challenges and creation fields of the agency-client creations, as well as the creative work that the agency is proud of creating until now.

Based on these, we select the most relevant creative and inventive Mindscapes thinking tools that we believe will help the agency team in cracking their briefs and challenges. We also select and prepare the most relevant creative case studies that we believe will inspire the team in learning and applying the new thinking tools we will present in the training.

Why Mindscapes?

• A proven record of training and helping over 5,200 advertising & communication
professionals worldwide create more creative and more effective ideas and campaigns.
• 49 Cannes Lions, 3 Grand Prix won by agencies using our thinking tools
• +200 awards won globally by agencies using our thinking tools
• Mindscapes is the most frequent providers of creativity workshops at Cannes Lions
• +70% of our business comes from recurring clients (agencies) and WOM.
• Active In 35 Markets Worldwide

If you wish to learn more about a Mindscapes training program, call us for a free one-hour video call in which we will present the program, methodology and a sample of our thinking tools and learn from you about your goals, expectations and objectives.

Program content

This program examines the most creative, effective & innovative award-winning campaigns and identifies the recurring thinking patterns behind the campaign ideas. Based on these patterns, it then offers structured and practical thinking tools for developing innovative, breakthrough, original ideas.

The tools are then implemented by participants on current agency /client briefs and tasks.

The take-home value for the team and for participants:

• Acquire practical thinking tools to extend and boost one’s abilities to create more creative, inventive and disruptive new concepts, ideas and campaigns.
• Learn a new process that inspires and fosters creativity, and at the same time, gives a clear direction for developing effective new ideas.
• Create a structured process for stimulating new ideas by practical thinking tools enabling creators to direct their minds and imagination in clear directions, which prove to be highly fertile with new creative opportunities.
Topics:
• How to break perceptional and structural fixedness by dividing a system, e.g. the product/ service/ media/ comm. Platform, into components or by creating new connections between variables of systems, so as to create new and unexpected experiences for people, experiences where the brand and its story is part of the experience.
• How to ‘steal’ functions from existing resources in order to deliver the brand idea in a surprising and disruptive manner while making life easier for consumers.
• How to disrupt functional fixedness by breaking a system into components and imagining the creative potential of using components in an unexpected alternative system.
• How to innovate by removing an essential component of the system e.g., the product, service, medium etc., rather than by adding a new feature, or by sabotaging an essential component or function of the system; thus, provoking huge attention and awareness to the core message of the brand.
• How to use problems, weaknesses and challenges and embrace them as new creative opportunities rather than fearing them as threats.
• How to translate storytelling into “storyteching” which delivers real value to consumers.
• How to combine fun & functionality in a smart efficient manner.

who should attend

Yonathan Dominitz

Founder of Mindscapes, a trainer and a leader of creativity and innovation boosting projects for ad agencies and brands. 49 Cannes Lions, including 3 Grand Prix, won by Mindscapes trained agencies and brands, using Mindscapes creative thinking tools. Yonathan has personally conducted projects in numerous companies and leading global advertising agencies. Mindscapes is active in more than 35 markets worldwide (North and Latin America, Europe, Asia Pacific). Among Mindscapes clients are: BBDO, Dentsu, McCann, Leo Burnett, DDB, VMLY&R, Cheil WW, Isobar, Google, Baidu, Coca Cola, Mondelez, Pepsico, Samsung, Vodafone, Carlsberg, Vodafone, Swedbank, TV2 Denmark and Telenor.

testimonials

Jane Lin-Baden- CEO, Isobar APAC
“The training from Mindscapes is eye opening. It’s inspirational and practical. It’s a discipline on “how to think”, a tool to identify and grow interesting ideas. As a business lead, I use the tools to structure my thoughts and connect seemingly unrelated concepts to come up with interesting narratives and applications. It’s a liberating experience. I highly recommend this program to companies which value good ideas and believe good ideas can come from anyone.”

Tom Hidvegy- Creative Strategist, Creative Excellence Marketing Manager, Coca-Cola Central Eastern Europe
“In short, Mindscapes is mind-blowing, bringing logic to the magic for creative and marketing professionals. For me learning about techniques and thinking patterns is a must, creativity and communication is a soft science by default but Mindscapes can teach you how to harden it and use patterns and discover interdependent elements. The world simply needs more of Mindscapes.”

Matsumura- Creative Director, Beacon Communications Leo Burnett Tokyo
“It was the best and the most inspiring training I have ever attended. Thank you.”

Brendan Hoffmann- Executive Creative Director, Joe Public United, South Africa
“As creative professionals we spend so much time thinking conceptually but seldom spend time thinking about the way we think. Mindscapes disrupts the belief that ideation should be purely intuitive by giving focused and practical tools, with tons of successful campaigns to back them up. Best of all, we found that whether you’ve been thinking conceptually for a long time or you’re new to the game, Mindscapes benefits you equally well.”

other programmes offered by this provider

please note

For any programs delivered in person, the provider’s travel and other ‘out of pocket’ costs will be additional to the program fee and will be advised by the program provider in advance, depending on time and distances involved. This will not apply to online programs.

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