Course Commences 14 July 2009

The IAS Portfolio School - Creative Thinking and Ideas

What this course is about

The IAS Creative Thinking and Ideas course centres on the concept of creating a 'Hotbed for Ideas'. The emphasis is on ideas and original and relevant thinking towards realistic briefs. Ideas can be presented in any form that you think best expresses them. The ability to draw is not necessary. All you need is a brain!

The objective of the IAS Creative Thinking and Ideas programme is to help students develop their conceptual thinking through a hands-on, interactive, task-based course that provides a realistic rating of their talent, progress and capabilities. The course also provides students with an opportunity to be in direct contact with Singapore’s leading advertising professionals.

Who should attend and why

The IAS Creative Thinking and Ideas course is designed for people who are keen to develop a career in the creative industry; e.g. in the Creative department of Advertising and Marketing Communications companies; as well as for those who have demonstrated flair in this area. This course is for anyone who seriously wants to build a better portfolio and get it critiqued by the cream of the local creative community through interaction with top Creative Directors in the industry. Such input will stand them in good stead for jobs in the creative arena.

Other than networking and sharing ideas with your fellow participants, this is also a great opportunity to tap the minds of Singapore’s elite group of Creative Directors from the various local agencies. Advertising agencies that have graced the IAS Portfolio School include DDB Worldwide, Y&R, BBH, Saatchi & Saatchi, ADK Singapore, Euro RSCG, among others.

Course Details

The IAS Creative Thinking and Ideas course comprises of seven (7) weekly evening sessions (7 – 10 p.m.). Participants will also be given a Campaign Brief during the first (introductory) session of the course by a designated Agency Representative to create ideas. These may be for a television commercial, newspaper advertisement, outdoor poster or even direct mail or Internet message. Upon receiving the brief, participants then have the duration of the course to create their ideas and present these ideas at the final session.

The programme syllabus comprises of the following topics:

• Where to get Ideas
  
• What makes a good TVC
  
• What makes a good Print Ad
  
• Outdoor / Guerrilla Advertising
  
• Exercise
  
• How to build my Portfolio
  
• Review and Critique of given Brief

Now here’s the scary bit! The Agency Representative (usually the Creative Director) will hold a workshop at the final session of the course where he gives an open and honest (think American Idol’s Simon Cowell) evaluation (critique) of every idea. This invaluable interaction with established names in the industry provides participants with a rare opportunity to discover how the business works, as well as a chance for them to gain advice and pointers on how to improve the campaigns for their portfolio.

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