Creative Role Reversal Course
Three days (residential)

"If I could find a non-nerdy way of saying that anyone involved in creating advertising should go on this course, I would." Course Delegate

If you want to develop that flash of insight for your future creative briefs, or simply to understand which ideas can work and why, there can be no substitute for sitting down to write some advertising. Only by doing so can you develop that essential intuition of what can and can't be done creatively; which ideas have 'legs' and which don't; what is good and what is just mediocre, and why.
The APG Creative Role Reversal Course is a 3-day experience of the creative process which will help you understand, develop and judge better advertising. To give you the best opportunity to think, experiment and learn, the course takes place on a residential basis and in a country setting.
Creative briefs will be provided for you. The briefs will deliberately be of variable quality, starting with a 'non-brief' (allowing you to 'blue-sky' your creative thoughts), moving on to an unrefined 'marketing brief' (so you can identify and focus on the key benefits), and ending with an 'expert' brief pointing you in a specific direction. For several exercises you will work for a set time, then have your ideas critiqued by a creative representative, then have further time to refine and perfect your ideas with more help from experienced professionals.
For anyone who wants to brief, research or judge great ads in the future, this course is unmissable.
The APG Creative Role Reversal Course is aimed at delegates with a minimum of 2-3 years' experience (it's not a course for trainees). Planners, researchers, account managers, and clients involved in advertising development will benefit.