How to ignite innovation in brand communications by using the combined power of creative and inventive thinking
This program examines highly innovative award-winning campaigns from recent years, which produced unprecedented, unconventional, unexpected new experiences and solutions by combining creative and inventive thinking. It then proceeds to decoding the recurring thinking patterns which reside within them and transforming these patterns into practical structured thinking tools and AI applications for developing new breakthrough ideas suited for current brand communications. Including NPD ideas within the realm of brand communications. Each training is tailored to the specific needs of the client, combining the most relevant tools into a customized toolkit and using presentations adapted to the client’s specific fields of activity. After each thinking tool and AI application is presented, participants apply it to briefs and tasks from their workload, providing a concrete, real-life test drive of each one.
Topics
During the training, 6–7 thinking tools will be presented and applied by participants, all complemented by AI applications that help operate the tools more effectively. Together, they suggest ways to override cognitive biases and intuitive solutions that limit our imagination and prompt us to take things for granted when we shouldn’t.
The tools are divided into two sorts:
Tools which lead to the creation of nonaligned medium neutral innovative ideas. Then, depending on the idea, these are implemented on the most appropriate mix of platforms (social, digital, physical, classical, gaming, e-commerce, apps, wearables, events, POS, etc.)
Tools which lead to the creation of innovative ideas based on a given system / medium / platform using various disruptive techniques. Overall, some tools suggest how to disrupt conventions regarding an existing ‘system’, be it a digital platform, a medium, a device, a product, etc. Others suggest specific methods for developing and entirely new system.
Designed for
Agency training: a mixed group of disciplines. Mainly creatives, but also planners, accounts, media, PR, etc. from different levels of experience and seniority.
Brand training: A mixed group of marketing and communications disciplines. Marketing managers, brand managers, product managers, advertising managers, PR managers, etc. from different levels of experience and seniority.
Joint client-agency training: both