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D&AD Training: The Business of Ideas

D&AD Training: The Business of Ideas

Organised by D&AD

Date March 29, 2017 9:30 a.m. to March 29, 2017 5:30 p.m.

London, UK


Patrick Collister is a dyed-in-the-wool advertising writer with a string of awards to prove it. As well as a writer, he worked as a Creative Director for more than a quarter of a century. But, a couple of years back he quit conventional advertising to join Google as Head of Design. For a man of Patrick’s years, the experience of joining Google has been verging on damascene. As he says, “I am now working with a team of ridiculously clever and enthusiastic people. I learnt more in my first two months at Google than I’d learnt in the previous two years”.

Before Google, Patrick ran his own company, Creative Matters, a firm that specialised in both advertising consultancy and training. Previously he was the Executive Creative Director at Ogilvy in London. All of which means that he knows all there is to know about creating ideas that sell. So, what you get with Patrick is somebody with a strong grasp of the traditional values of understanding brands and ideas, coupled with a bang up to date knowledge of new technology. For anyone whose ambition is to create ideas that generate business in the 21st Century, there couldn’t be a better person to learn from.

Course Outline

Right from the start you'll be learning how to conceive creative commercial ideas the hard way, by coming up with them yourself. But it isn’t all one-way traffic. Patrick passes on tips and describes what he calls his “creative toolbox”, equipping you to make better creative decisions. He explains the important difference between left brain and right brain thinking and crucially, sets out the four points of conflict that anybody who creates for a living will encounter while doing their job. Patrick believes that understanding these conflicts – and how to deal with them – will help creative professionals not only come up with ideas, but also sell them. 

If you're looking for creative professional development ideas courses, consider spending the day with Patrick. As a man whose past is in the analogue world and present in the digital, nobody is better placed than Patrick to teach you about proven ideas that sell. 

Suitable for

Creative people looking to better understand the link between business goals and ideas
Any marketing or business professional who wishes to become more creative and effective in the way they work
Your Facilitator

Curious about Patrick Collister's career? You should be. Boasting a long and illustrious history of writing for advertising and currently Head of Design at Google, why not take a look at his biography below to find out more.