In-house Trainings

Creative Advertising: Idea Management and Creativity Techniques for Advertising, Marketing, Media & Design Professionals

›› For whom is the In-house training designed?

In-house training courses given by Mario Pricken and Christine Klell are aimed specifically at the needs of teams from areas such as advertising, media, design, film and game development but are also suitable for those working in marketing and innovation. This intensive two-day training course will teach you how to structure creative processes using professional idea management and show you how to help teams achieve top-quality creative results. It will demystify the “black box of creativity” once and for all through the systematic application of the fascinating thought strategies used by top international creatives. Participants will learn how to inspire themselves and come up with a generous flow of high-quality ideas regardless of how they're feeling on the day. These courses are aimed at people who are required to develop high-quality ideas and solutions on a daily basis and offer no less than 40 tried and tested tools and creativity techniques in four areas:

• Achieving top creative results in teams
• Applying the thought strategies of top creatives
• Encouraging visual thinking as a source of ideas
• Effective use of classic creativity techniques

›› Contents of the in-house training course

• Ideas are not just a question of luck: how the skilful application of modern creativity techniques and thought strategies systematically produces high-quality ideas.
• Exploiting the full potential of the team: how to inspire the “collective brain” of a creative team, break down inhibitions, encourage people to think new thoughts and open up exciting new concept areas.
• A clear brief and clear goals are half the solution: how formulating clear and simple objectives creates structured freedom and guards against mediocre meetings.
• Endowing difficult or long-term clients or projects with a new lease of life: how to re-inspire “burnt-out” teams.
• 200 ideas in 200 minutes: how new creativity techniques can help you generate a bumper crop of great ideas either in a team or alone.
• Motivation as the key to achieving top creative results: this training course shows you how to have more fun with creative projects and boosts your individual creative potential.

›› Procedure & training methods

Course participants learn and practise all the different thought strategies and creativity techniques on the basis of real briefs (for example for direct mailings, web banners, advertising campaigns, events, brochures, packaging etc.) which they can bring along with them. The main emphasis is on impromptu meetings in which these methods are actively applied. The aim is for the various creativity techniques to be thoroughly internalised in a practically relevant way through the group exercises. The results of these simulated creative meetings will then be presented by each team in a plenary session where they can be developed further. The application in daily practice of these ideas is supported after the course by the manual (“Creative Advertising”) and extensive handouts.

›› Who should take this course?

• Managers, managing directors and board members
• Creative directors & art directors
• Anyone who works in a creative department
• Key account managers & project managers
• Anyone who depends on great ideas

›› The course is aimed at the following sectors:

Advertising, marketing, direct marketing, event marketing, public relations, new media & internet, on-air & off-air promotions, print & electronic media, computer animation, film & post-production, content development

›› Group size & duration

• Optimum group size: 12 to 18 participants
• Possible training modules: 2 consecutive days
• Length of training on each day: 09.00 – 17.30
• Training documents: handouts, the book “Creative Advertising” and the “Creative Sessions” toolbox

›› Programme

Day 1
08.45	arrival
09.00	start of training
13.00	lunch together
17.30	end of the first training day
Day 2
09.00	start of training
13.00	lunch together
17.00	end of the course

›› Languages

We offer training courses in German and English.

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