About the Master Class
Creativity isn’t easy. But it shouldn’t be difficult either.
When giving or taking a brief, scoping a creative project, discussing ideas with clients or coming up with ideas yourself, it can be difficult to know what’s important and what isn’t, how much is too much, and where your job ends and everyone else’s begins.
This three-part Master Class series has been commissioned by IABC Global Learning and is designed for business communicators who work on creative communication projects – whether scoping, briefing, creating or conceptualising.
Each module of the series builds on the last, so you emerge with a broad understanding of how to awaken and maximise your creative ideation, as well as a usable framework, templates, checklists and prompts for practical implementation.
This series is based on global best practices in creative thinking, planning and execution.
Part 1:
Creative Scoping: How to Scope a Creative Project
What is “creative scope?” Is it a spreadsheet, a conversation, a proposal or a quote? It’s bigger than all of these, but you can’t just download it from the internet – and you can’t ask ChatGPT to help you (I’ve tried). You must develop your own. Let’s find out how.
The learning outcomes of this master class are as follows:
- Understand the limitations and opportunities of creative scoping.
- Be able to use the building blocks of creative scoping.
- Begin to maximise the four stages of the creative project management lifecycle.
Part 2:
Creative Briefing: How to take briefs, give briefs and discuss creativity
When briefing someone else on a creative project, how do you know what’s important and what isn’t? And, when taking a brief from a client, customer or colleague, what if what you receive is skimpy, confusing or just awful? Let’s find out.
The learning outcomes of this master class are as follows:
- Understand how to take a brief
- Understand how to give a brief
- Know what to include and what not to include
- Be able to conduct an effective creative conversation
Part 3:
Creative Idea Generation: Techniques for generating creative ideas
There’s a structure to creativity. It doesn’t just happen. Whether or not you’re aware of it, you have an internal process for coming up with creative ideas. But if you’re not familiar with the ins and outs of your process, you may feel like you’re playing the lottery every time you try to generate fresh concepts, angles or hooks. Let’s try a system instead.
The learning outcomes of this master class are as follows:
- Understand the theory behind the Micro-Focus Methodology
- Access five tricks for creative ideation
- Be able to use the Micro-Focus Methodology in your own work
Register For the Master Class