How to Be a More Effective Creative (Virtual Classroom) - 50% off*

Institute of Data & Marketing
Course summary
1 day
Full time
Online courses
Next available date: Enquire for more information - Online courses
Corporate Training for Teams

Course description

How to Be a More Effective Creative (Virtual Classroom)

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

The Innovation Engine & the conditions for effective creativity

  • Considerable academic consensus exists around the conditions required within an organisation for creativity to flourish. ‘How to be a more effective creative’ takes the Innovation Engine model created by Dr Tina Seelig at Stanford University as its point of reference.
  • At the outset of the session course attendees will be introduced to the theory of the Innovation Engine, the principles behind it and the 6 core conditions which underpin it.


  • Understanding the language of creativity
  • Exercise: agreeing a common definition for creativity
  • Exercise: sharing and discussing favourite work and ideas
  • The difference between ideas and execution
  • What is effectiveness?
  • Exercise: agreeing a common definition for effective creative work


  • The timeless technique for producing ideas
  • Discussion: the value of creative partnerships
  • The importance of diverse teams
  • Miles Davis and radical collaboration
  • Diversity and innovation: 6 behaviours that unlock new thinking
  • Whole brain thinking - the latest thinking on how we think
  • Some practical initiatives to fuel effective creativity
  • Extended exercise: mini brief


  • Discussion: why have you chosen this career?
  • Exercise: articulating and reflecting on your ambition
  • Discussion: sharing experiences of doing something out of the ordinary
  • Discussion: exploring fear and how to put it into perspective
  • Exercise: sharing and discussing examples of brave creative
  • Extended exercise: identifying the rules of an industry sector and how its rules and tropes might be broken
  • Inspiring and influencing colleagues


  • Your greatest resource: the value of creative time
  • Discussion: how is creative time valued in your company and how would you want to change this?
  • Insight - where it comes from and how you can play a part


  • Discussion: how is your environment geared towards creativity and what could you do to change or influence it?


  • Leadership and trust: how is creativity supported within organisations
  • Margaret Heffernan and the principle of social capital
  • Discussion: how does your company culture foster creativity and how can you influence this?

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 they can take back into their work place to guide their day to day thinking and interactions.

Please note: this course will involve some practical pre-work to bring to the 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 might have scared everyone to death.
  • Out of the ordinary: before attending the course actively do something you’ve never done before. It doesn’t have to be sky-diving or shaving your head, but it could be watching a TV series or film that’s the complete opposite of your normal choice; visiting a venue or event you’d never normally go to; engage an individual or group in conversation that you’d never normally meet. Come prepared to share what you’ve learnt.

Course delivery details

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

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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