I’m thrilled to launch the IPA’s first Creative Essentials Certificate - a programme built to inspire and empower the next generation of creative talent. Over eight weeks, we’ll explore what makes great creative work truly great - from the spark of an idea, to crafting compelling pitches, to selling work that moves clients and audiences alike. It’s a chance for early-career creatives to understand not just how to do the job, but why it matters. Creativity is our industry’s superpower, and this course will help you use it to its full potential.
Agenda
Module 1: The Importance of Your Role & Agency Life
Monday 20 April 2026, 10am – 12.30pm, IPA, 44 Belgrave Square, London, SW1X 8QS
- Course introduction
- What is creative?
- What is creative strategy?
- What do creatives need from account management?
- Q&A and task setting
Module 2: What Kind of Work Do You Want to Make?
Monday 27 April 2026, 10am – 12.30pm, BBH, 60 Kingly St, London W1B 5DS
- Finding your unique voice
- Who are you? What makes you, you? What kind of work do you want to make?
- Dream portfolios, discussion, and homework briefing
Module 3: The Value of a Good Idea
Monday 11 May 2026, 10am – 12.30pm, IPA, 44 Belgrave Square, London, SW1X 8QS
- Bridging the gap between creative thinking and commercial priorities
- What is post-launch evaluation?
- Case studies and business impact: examples of great effective ideas and the value they create
Module 4: Bringing a Good Idea to Life (Executing a Good Idea)
Monday 18 May 2026, 10am – 1pm, London TBC
- The brief: unpicking the brief, how to challenge it, and working with your team on initial brainstorming
- What are ECDs looking for? Sharing work internally and taking feedback on board
- Preparing for client feedback
Module 5: Crafting a Good Idea
Monday 1 June 2026, 10am – 1.30pm, London TBC
- What do we mean by craft? What does brilliant craft look like? The difference between good and great...
- Pre-production, shoot, post – the role of creative in craft
- Working with directors, photographers, and talent. Understanding a shoot/creative production – and what about AI?
- Due diligence and IP
- Homework briefing
Module 6: Selling a Good Idea
Monday 8 June 2026, 10am – 5.30pm, IPA, 44 Belgrave Square, London, SW1X 8QS
- The art of selling and how to pitch creative ideas
- Tailoring your presentation to suit different stakeholders
- Building the confidence to sell creative work – present an idea to your peer group for feedback
Module 7: Good Client Partnerships & What They Can Achieve
Monday 15 June 2026, 10am – 12.30pm, BBH, 60 Kingly St, London, W1B 5DS
- What does a good client relationship look like? How to build one and how to start one
- Tips on being confident with clients
- The good times and the bad - how to navigate challenging discussions/times
Module 8: The Finale
Monday 6 July 2025, 10am – 4pm, followed by drinks, IPA, 44 Belgrave Square, London, SW1X 8QS
- Course reflections
- Stepping up: negotiating pay rises and promotions
- Tips for developing your personal brand
- Building a creative reputation
- The importance of internal relationships
- Self-agency and resilience
- Mapping your own career goals
- Drinks and end-of-course celebration
We operate a 14-day cancellation policy. For more information, please email learning@ipa.co.uk.
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