Generating Great Creative in the Current Marketing Landscape

Anyone who talks to an ad agency creative bemoans the current situation and laments the good ol’ days. Ideas are no longer a headline with a great photograph. They are much more. More interesting and more exciting if you have the right perspective.

This is not only bad for moral but not helpful when trying to find quality solutions for today’s communication problems.

This course helps shift the perspective from a negative one to a positive one. The impact will be better solutions and happier clients.

Key takeaways:

  • Re-shaping the understanding of what an idea is
  • Working out brand behaviors that still allow exciting communication
  • How to sell bold ideas to fearful clients
  • How to create the correct solutions for an attention deficit population who no longer watches television

Who should attend:

Creatives and anyone who deals with clients and creative people.

About Ross Chowles:

For decades Ross has created and collaborated on advertisements that had an impact on client’s brands. In 1994, Ross co-founded The Jupiter Drawing Room in Cape Town, Africa’s most awarded independent agency.

Over the years, The Jupiter Drawing Room has won awards in all the major award shows. Ross has had the privilege of judging all over the globe, from Canada to South Korea, including judging The One Show (New York) and Cannes Lions (France). In 2015, Ross was appointed to the international board of the One Club for Creativity. The real skill that Ross picked up in advertising is the ability to understand people and how to motivate them. This manifested in his teaching, both to his staff and to his students. In 2017, he was appointed to The One Club’s main board with the portfolio of education.

In 2016, Ross left the industry to become a Professor in Michigan State University’s Advertising and Public Relations department, where he teaches branding, the creative process, how to create commercial video, ideation techniques and entrepreneurial thinking.