LIVE ONLINE COURSE

BECOME A CREATIVE DIRECTOR

Name: Creative Direction
Price: On-demand GBP

Dates:

15 OCT 2024 - 21 NOV 2024

Duration:

6 WEEKSTUESDAYS & THURSDAYS
6 PM BST

APPLY

JON ELSOM

MCCANN

LIVE ONLINE COURSE

Creative Directors wear many hats - we want to help you wear them well and accelerate your ascent to lead creative teams. Understand the unique practices, tools and skills required to pitch ideas effectively, manage clients, colleagues and projects, and aim to acquire agency awards.

Join Jon Elsom, Group Executive Creative Director at McCann, for this deep dive into key concepts including pitching like a demon, managing creative teams, and time and client management.

WHO THIS COURSE IS FOR

YOU WANT TO NAVIGATE THE CAREER PATH TO CREATIVE DIRECTOR

Feel like making the leap to Creative Director is a little daunting? We get it - but we can help. Gain the confidence, tools and skills you’ll need to aim high and make the step up to a Creative Director role.
YOU WANT TO GET CLEAR & PLAN YOUR FUTURE ASCENT

Get an in depth look at the creative industry and an understanding of what it takes to forge your path to a potential role as Creative Director. This multi-faceted approach will enable you to figure out where you’re heading and what to expect.
YOU WANT TO LEARN FROM AN INDUSTRY EXPERT WITH OVER 30 YEARS EXPERIENCE

Been promoted to Creative Director? Congratulations. Now gain access to an industry expert with over 30 years experience to help you optimise your performance and lead with confidence.

Ready to take the lead in a creative team?

Learn the unique skill set required to perform exceptionally as a Creative Director - from spotting and nurturing innovative ideas, to delivering a strategic vision with tight deadlines.

Achieve, upskill and lead by example

Our live online course has been designed to thoughtfully combine team leadership skills with hands-on expert guidance, interactive workshops, extensive case studies and live industry insights from an expert instructor and 7 guest speakers.

1 PROJECT PITCH:

Learn to pitch like a demon and hone your presentation skills with the chance to work on a project pitch throughout the course and deliver to the class in the final session.

7 GUEST SPEAKERS:

Not only will you explore over 25 real life case studies, you’ll also gain access to a range of expert guest speakers from the top of the creative industry.

3 WORKSHOPS:

Alongside live online lessons, you’ll also take part in interactive workshops in different formats that will expose you to typical challenges experienced by Creative Directors.

JON ELSOM LinkedIn Profile

Group Executive Creative Director at McCann
On the UK Creative Council for McCann - developing some of the most significant creative projects for the biggest global award shows like Cannes, D&AD and One Show
Has won multiple Cannes Lions Awards
Took his previous agency from 50 employees to over 500+
Brought McCann to be triple-accoladed with Cannes, Webbies and Effies

TUE (15/10), 6 PM BST

Creative Director – What’s All That About?

Understand what the role of Creative Director entails and where they sit within a creative team
Learn the specific qualities required to be an exceptional Creative Director
Discuss your personal previous experience interacting with Creative Directors

Workshop 1: Group Breakout Session to discuss experience with Creative Directors

Case Studies: Harry Enfield; Carling Black Label; Electoral Commission

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THU (17/10), 6 PM BST

Interrogating the Brief (Within An Inch Of Its Life) + Guest Speaker

Learn how to turn a brief into a springboard
Understand the importance of audience, insight and inspiration
Work on improving and expanding on briefs provided

Guest Speaker: Senior Planner Q & A

Assignment #1: Idea Generation
Generate creative ideas from the lesson’s improved brief.

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TUE (22/10), 6 PM BST

Creative Director: Time Bandit & Space Cowboy

Learn how to implement strict boundaries around time and planning
Understand the importance of planning a project over a fixed time scale
Seek to protect space and leave room for ideas and creativity
Delve into the role of Creative Directors in the hybrid working world

Case Studies: John Cleese; Heineken; NASA

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THU (24/10), 6 PM BST

Learning To Love (And Hate) Other People’s Ideas + Guest Speaker

Comprehend the key parts of a Creative Director’s role
Learn how to spot a big idea, yet keep things simple
Understand how to offer feedback constructively

Guest Speaker: An Experienced CD

Case Studies: Southern Comfort; Guinness; Reef Relief

Assignment #2: Idea Review
You’re The CD - Review a selection of the ideas from Assignment #1.

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TUE (29/10), 6 PM GMT

Build a Killer Creative Department

Learn how to lead effectively with hard work, and fun
Understand how to approach difficult conversations
Grasp the basics of helping others perform at their best - without stress
Start to consider what type of Creative Director you aim to be

Workshop 2: Leadership Scenarios: analyse typical scenarios that Creative Directors could face and come up with solutions and strategies to overcome challenges

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THU (31/10), 6 PM GMT

Getting Close To The Right People + Guest Speaker

Learn how to grow relationships beyond the Creative Department
Grasp the business basics of dealing with clients and earning trust
Understand the importance of picking your battles and navigating the big bosses

Guest Speaker: Senior Account Director

Case Studies: Refuge; NHS

Assignment #3: CD Perspective
Pick 1 completed piece of creativity that you think could have been better (yours or other). Say how you would have improved it if you’d been the Creative Director - including how you would have handled the changes with the client.

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TUE (5/11), 6 PM GMT

Pitch Like A Demon 1

Understand the importance of pitching and why it matters
Learn the trade secrets of great pitching- from organising to idea collection
Appreciate the importance of seeing the bigger picture, and sweating the small stuff

Pitch Deck Showcase

Workshop 3: Group Breakout Session: Pitch Theatre

Case Studies: Zulal Wellness Resort; Egypt Tourism Authority; Acer Predator

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THU (7/11), 6 PM GMT

Present Like a Guru + Guest Speaker

Gain new (ninja) skills in order to present confidently in front of others
Understand the importance of presenting both internally and to clients
Appreciate the occasional need to make a fool of yourself and make it personal

Guest Speaker: Presentation Expert

Case Studies: Rory Sutherland; Charity Water; Kodak (Mad Men)

Assignment #4: Self-Presentation
Film a Self-Presentation of a Brand Manifesto.

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TUE (12/11), 6 PM GMT

Pitch Like A Demon 2

Develop your confidence as a pitch leader and presenter
Understand the importance of pitching effectively both within and outside your team
Aim to pitch inspiringly using imaginative ideas and concepts

Workshop: Group Breakout Session: Live pitch session - bring one creative concept of yours and pitch it in an inspiring way, with imaginative pre-sell before you show it. Groups will vote on the best pitch and winners will present to the whole group and instructor

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THU (14/11), 6 PM GMT

Be A Media Mogul & Tech Wizard + Guest Speaker

Gain a deeper understanding about how media drives everything
Understand the importance of knowing your media and media-first thinking
Appreciate the enduring power of film
Learn to harness the power of AI

Guest Speaker: Film Director

Case Studies: Snickers; Addict Aide; Norwich City FC; Honda; Bimbo

Assignment #5: Alternative Medium
Think of an example of an existing, produced piece of creative work that could work well (or better) in an alternative medium.

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TUE (19/11), 6 PM GMT

Taming The Lions + Guest Speaker

Discover why awards matter, and how to gain glory for your agency - and you
Understand how to inspire, spot, nurture and build ideas
Aim to play the long game when it comes to aiming for glory

Interactive - Zoom Poll: Bronze, Silver or Gold?

Interactive - Q&A with Guest Creative

Case Studies: Microsoft XBox; Google; Refuge; Metro Trains Melbourne

Assignment #6: Award-Worthy Idea Assessment
Assess and improve one of a set of early proactive ideas.

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What our students say

Enrico Catalano

Senior UX Designer at iubenda

"This course has opened and deepened my understanding of the creative direction field. It has given me the chance to re-interpret my knowledge with new lenses and it clarified how I should progress in my career as a lead product designer. The instructors have been precious, always passionate, supportive and utterly generous in sharing their vast knowledge! Super suggested!"

Scott Waldron

Creative Lead at We Are IPOS Creative Agency

"The course was challenging but an extremely rewarding and worthwhile venture. The structure outlines the principles of Creative Direction that can be translated across endless industries. The experience of the lectures and guest speakers shines through and really helps emphasis the core messages that are being taught. The use of highly visual decks, clear verbal communication and homework assignments really align with the style that I learn best from. It was a tremendously fun 6 weeks and I still have my fingers-crossed for the development of an advanced Creative Director course."

AVM

Film Director x Creative Director

"ELVTR’s course doesn’t just educate—it instills confidence, fortifies understanding, and equips you with the tools to leap into metaphorical rocket boots as a Creative Director. That's how I felt about it in the end. It is, unequivocally, a great course with great tutors, and I felt more ready than ever to tackle the role after completing it."

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BECOME A CREATIVE DIRECTOR

WHO THIS COURSE IS FOR

YOU WANT TO NAVIGATE THE CAREER PATH TO CREATIVE DIRECTOR

YOU WANT TO GET CLEAR & PLAN YOUR FUTURE ASCENT

YOU WANT TO LEARN FROM AN INDUSTRY EXPERT WITH OVER 30 YEARS EXPERIENCE

Ready to take the lead in a creative team?

Achieve, upskill and lead by example

What our students say