Discover the 2012 programmes

Foundation group: Bachelor students (1st, 2nd, 3rd years)

1- The business background behind marketing - Paul Burns

How to gain a real and tangible understanding of a client's business; having a deeper grasp of a client's business helps communication practitioners win new assignments and create even more effective ideas.

2- Consumer Insight, writing a great brief - Paul Arnold

Understand the skills required by a strategic brand planner to write creative briefs and inspire outstanding advertising which will bring commercial success.

3- Brand loyalty & emotional connections between brands and consumers - Micky Denehy

A look at how brands really connect with consumers in a way that generates loyalty and long term profit.

4- Disruptive advertising - Dietmar Dahmen

Digital media changed our lives, our behaviour, our decision processes. It dramatically disrupted the traditional role of advertising. This course will introduce you to communication "beyond 360°".

5- Creative idea generation and judgment - Steve Henry

Learn techniques for thinking laterally and creatively around a client brief; go beyond the obvious to find ideas that resonate with consumers and produce more effective communication; understand the need to fight internally and externally to keep and nurture the best ideas. 

6- Learning to present yourself and your ideas brilliantly - Siobhan Stanley

Learn how to persuade with charm and insight and find a real passion to make you a compelling communicator.

7- The pitch 

Your chance to show what you can do - brilliant research, insights and a great brief - plus, of course, an inspiring idea and why you believe your campaign will be more effective than the others!

Programme schedule

Advanced group: Masters' degree students and young professionals (1 or 2 years experience in agencies)

1- How agencies make money, agency finances and your role in the process - Rosie Doggett 

This workshop looks at how agencies make money and covers the fundamentals of agency finances and explores some of the business models agencies will need to consider to stay in business.

2- Communications Effectiveness - Gurdeep Puri

In this session you will get a better understanding of what effectiveness really means and how it can contribute significantly to the agency / client relationship. You will discover what needs to be considered to implement an effectiveness strategy to demonstrate the commercial value of creativity.

3- Turning a client into an inspiring creative brief that will win creative and effectiveness awards - Paul Arnold

Ads that win creative awards are more effective than those that don't - this is a generally accepted fact. But how do you write a brief that does this, how do you transform sales numbers and research findings into a pithy and clear creative brief? This workshop will help show you the light!

4- Generating Great Creative Ideas - Steve Henry

Work on techniques for thinking laterally and creatively around a client brief and striving to generate ideas that resonate with consumers and produce more effective communication.

5- Disruptive advertising - Dietmar Dahmen

Digital media changed our lives, our behaviour, our decision processes. It dramatically disrupted the traditional role of advertising. This course will introduce you to communication "beyond 360°".

6- Learning to present with confidence - Siobhan Stanley

Explore ways to help overcome nerves, project your real self and win over an audience; in this interactive session, you’ll learn how to “put on a show” every time you present internally or externally. It’s hard work but a fun and rewarding experience.

7- The pitch

You chance to show what you can do - brilliant research, insights and a great brief - plus, of course, an inspiring idea and why you believe your campaign will be more effective that the others!

Programme schedule