28 February - 2 March 2017
The Art & Science of Creativity (1½ days)
Managing Trends & Talents (1½ days)
Through their need to balance "art" and "science", marketers face specific challenges in establishing the value of innovative new ideas in a broader organisational environment which seeks to be driven by certainty and risk-reduction. Yet innovation lies at the heart of successful brand differentiation.
This Masterclass demonstrates how marketers can unlock the value of creativity in their business through advanced management approaches. Participants learn and apply a signature process - 'Problem Solving & Decision Making' - to a specific marketing challenge. It goes on to show how to drive major transformational change in a marketing organisation and engage and focus the skills its creative people. Case studies bring best practice across various industries to life.