Creative Essentials Certificate

Agenda

Module 1: The Importance of Your Role & Agency Life

Speakers: Felipe Guimaraes (Executive Creative Director) Saskia Jones (Deputy Chief Strategy Officer), James Rice (Client Managing Director) and Bobbie Gannon (Client Managing Director) BBH

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?

Speakers: Karen Martin (CEO), Holly Fallows (Senior Creative), Charlotte Watmough (Senior Creative) BBH

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

Speakers: Laurence Green (Director Of Effectiveness, IPA) and Guests 

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)

Speakers: Ana Balarin (Chief Creative Officer), Hermeti Balarin (Chief Creative Officer), W+K London

Monday 18 May 2026, 10am – 1pm, W+K London/ The IPA London.

• 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

Speakers: Rupert Reynolds-Maclean (Managing Director, Biscuit Filmworks).

Monday 1 June 2026, 10am – 1.30pm, Biscuit Filmworks London, 13 Holywell Row, London, EC2A 4JF

• 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

Speaker: Alexandra Bond Burnett (Founder, Bold Behaviour)

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

Speakers: Felipe Guimaraes (Executive Creative Director, BBH), Abi Findlay (Partner, Grace & Co) 

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

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