How to be a more effective creative

Institute of Data & Marketing
Course summary
Professional Training
1 day
450 GBP excl. VAT
Full time
Online courses

Course description

How to Be a More Effective Creative

Reignite or fan the flames of ambition, capability and effectiveness with provocations and practical techniques to help set benchmarks and inspire. All lessons learnt from a long career at the creative coal-face.

Suitability - Who should attend?

This course is recommended forjunior to senior agency or in-house creativeswho would benefit from independent external input to challenge and support their development

‘The mind is not a vessel that needs filling, but wood that needs igniting.’ Plutarch

This is not a course about becoming better at Photoshop or being a better writer. It’s about helping agency and in-house creatives to be more effective at fuelling a brand’s competitive advantage.

The evidence is clear. Companies that harness creativity perform better financially. Creative is the largest contributor to advertising’s sales uplift. And emotional creative is better at driving share growth. But for creative professionals, constantly striving for fresh perspectives and originality in a commercial framework, often within tight parameters, can be hard.

This course puts the creative person front and centre, challenging, supporting and inspiring their effectiveness.

Outcome / Qualification etc.

You will learn to:

  • Build on six key areas that affect your creativity
  • Find new ways to have ideas
  • Engage the support of others to increase your effectiveness
  • Use 'why' to have more effective ideas
  • Use truth as a weapon - we're all responsible for insight
  • Inspire and influence your colleagues

Training Course Content

How to Be a More Effective Creative

  • First-hand experience, academic research and the knowledge of industry colleagues have contributed to the Conditions for Creativity model that will be used as the foundation for these sessions
  • At the outset of the course, attendees will be introduced to the models' three key areas and nine components, covering organisational and personal aspects that materially impact effectiveness


  • What is creativity?
  • Exercise: agreeing on a common definition
  • Exercise: sharing and discussing favourite work and ideas
  • The difference between ideas and execution
  • What is effectiveness?


  • We’ll breeze through this section, focussing mainly on Ambition, Belief, and Focus
  • Exercise: reflect and articulate your and your company's ambition.
  • Tip: influencing your client’s ambition



  • James Webb Young, The Technique for Producing Ideas
  • Clarity, process, and briefs
  • Discussion: insight - where it comes from and how you can play a part
  • Thinking inside the box


  • Advertising land vs the real world. What do you really want to do?
  • Intrinsic and extrinsic motivation
  • Discussion: creative partnerships and diversity
  • Diversity and innovation: 6 behaviours that unlock new thinking
  • Joan Blades, Living Room Conversations


  • Miles Davis, Radical Collaboration and Diverse Teams
  • Teresa Amabile, Progress in Meaningful Work
  • Whole brain thinking - the latest thinking on thinking
  • Practical initiatives to fuel effective creativity
  • Extended exercise: We’ll work on a mini brief – time and tech dependant



  • Discussion: exploring fear and how to put it into perspective
  • Pastor Jeffrey Brown, The Boston Miracle
  • Discussion: out of the ordinary
  • Breaking the rules


  • Your greatest resource: the value of creative time
  • Discussion: how is creative time valued in your company?
  • Margaret Heffernan, The Principle of Social Capital
  • Discussion: how does your company culture foster creativity and how can you influence this?


  • Where do you have ideas?
  • Discussion: how is your environment geared towards creativity, and what can you do to influence it?

Action plan: how to be a more effective creative

  • Attendees will spend the last section of the day writing a tangible and practical action plan, which they can take back to their workplace to guide their day-to-day thinking and interactions

Please note: you will need to complete the following work to bring to the first session:

  • I love this
    • Bring a piece of creative work that you love. It could be yours or someone else’s
  • Wow that’s brave
    • Bring a piece of creative work that demonstrates bravery or that might have scared everyone to death
  • Out of the ordinary
    • Prior to attending the course do something you’ve never done before
    • Watch a TV series or film that’s the total freaking opposite of your normal choice
    • Visit a venue or event you’d never normally go to
    • Engage an individual or group in conversation that you’d normally never meet

Come prepared to share what you’ve learnt, and obviously do this in a Covid-secure way

Course delivery details

Virtual Classroom: Tutor-led, live, online classroom environments

The IDM Virtual Classroom is face-to-face, peer-to-peer learning – in the digital world. It lets you keep learning, wherever you are, and to connect with others, no matter the distance.

The IDM’s Virtual Classroom offers:

  • An interactive classroom environment
  • Peer-to-peer collaboration
  • An engaging platform experience
  • Practical learning through hands-on exercises
  • Online access anywhere you can get an internet connection

Courses are structured in a time-friendly format consisting of three to four sessions per day, broken up into 60 to 90 minutes of learning, instead of the conventional approach of listening to lectures and notetaking.

Before starting your course, you’ll receive joining instructions outlining any technical requirements, plus a unique login link via Zoom.

Why choose Institute of Data & Marketing

Over 30 years experience as a leading awarding body for qualifications in data & digital marketing

Over 100,000 people have attended our courses

Over 15,000 marketers have earned a professional certification with us


Member - £400 + VAT

Non-member - £450 + VAT

About provider

Institute of Data and Marketing

IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...

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DMA House
70 Margaret Street London

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