The aim of the two sessions is to provide an improved understanding of ‘the creative process’, including:

• what creativity is
• how it is encouraged
• what good creative looks like
• how to sell it

Who should attend? Run by two experienced senior creatives, both sessions will be as appropriate for account handlers who work with creatives as for creatives themselves.

Delegates can enrol for either session or both (at a discounted rate).

Both courses will comprise a mix of informal seminars and interactive workshops and will take place in central London.

Session one:

How creativity works and how to work effectively with creatives – 9th September

Course Tutor: Ed Prichard.

Ed has over 20 years’ experience as a copywriter and creative director working in all channels and sectors – from DRTV to online, from B2B to charity accounts. He has won over 30 awards for creativity and effectiveness and has also judged many awards including the ISP, DMA, Campaign Direct and D&AD. Ed trains people in creative thinking, creative briefing and copywriting. His consultancy – Atom – promotes ‘creativity at the heart of everything’ and works with clients and agencies to build the bottom line through a more creative approach to business.

Course content

• Where do ideas come from?
• Working more effectively with the Creative Department
• Brainstorming Part 1
• Inspiring the team - better creative briefing
• Brainstorming Part 2
• How to feedback on creative work

How it will help you: Demystifying the creative process will help you to be more effective at briefing, more understanding of the pressures creatives face when sitting down with a blank layout pad and how to generate ideas in brainstorms. Understanding what makes creatives tick and how to get the best from them will make your job easier and more rewarding.

Session two:

How to judge and improve your promotional messages - 28th September

“Totally changed the way I look at marketing communications!” David Boronat, Director of Multiplica Consultancy, Barcelona

Course Tutor: Ian Moore - Creative Director and founder of award-winning agency Blue-Chip Marketing, Ian is also author of ‘Does your Marketing Sell?’

After an early career in sales management & marketing, at Kimberly-Clark, Cadbury-Schweppes and Lloyds-TSB, Ian moved in the mid-1980s to become a Director of the agency Clarke-Hooper plc.  In 1990 he established Blue-Chip Marketing in Edinburgh.  He has worked on over 100 national and international brands, including Andrex, Beck’s, Corning, Disney, Heinz, Kellogg, Kronenbourg, MBNA, Mercedes, Reebok, Royal & SunAlliance, Sony, Unilever and Volkswagen.

He is the promotional industry’s blogger for Haymarket’s BrandRepublic, and a trainer, examiner, awards judge and Director of the ISP.  In 2005 he wrote: ‘Does Your Marketing Sell?’ which introduced the concept of NEWAIDATM.

Course content

• Why what they teach you at business school is wrong
• If only sex appeal were the answer!
• NEWAIDA™ Pt 1:
• How consumers really think when they meet your offer
• NEWAIDA™ Pt 2:
• How to give consumers what they want to see and hear
• The magic tools: The 7 Key Questions of NEWAIDA™
• Evaluating a good promotional communication
• Improving a poor promotional communication
• 99 Really Useful Tips for better communications

How it will help you: The highly acclaimed NEWAIDA™ model is a simple 7-step method for making marketing sell:

• Get four times as many customers to read your messages
• Double the response rates to your mailshots
• Triple the uptake of your promotional offers
• Employ the 7 most powerful ways to get attention
• Write with the 100 most persuasive selling words

How to enrol

Click here for an enrolment form.

For any further information please call the Institute of Promotional Marketing Education Manager Stephanie Doorbar on 020 7291 7730 (stephanied@theipm.org.uk) or the Commercial Manager - Education Jody Bratley on 020 7291 7742 (jodyb@theipm.org.uk).

Costs - frozen at 2009 rates

£495 (+VAT) for members - £700 (+VAT) for both sessions
£650 (+VAT) for non-members - £900 (+VAT) for both sessions

The price includes a light buffet lunch.

Places on this course are limited to maintain a good delegate to tutor ratio – early booking is therefore recommended.

Terms & Conditions

All course fees are payable prior to the date, or commencement date, of the course. Should you be unable to attend, a substitute delegate is welcome at no extra charge - please simply notify the Institute of any changes. You may change the date of attendance or cancel attendance at a course subject to the following scale of charges:

There are no refunds for a 'failure to attend'.

The Institute reserves the right to cancel a course, change the venue, amend the dates and or the fees and course tutors at any time and without prior notice.