Mastering Marketing Creativity: Creative Leadership for Brands

Our big idea: Empowering contemporary marketing leaders to drive progress and performance through creativity.

Why now?

In a world of growing complexity, creative leadership and creative ideas are powerful forces in shaping our future. In the world of business and marketing, creativity drives growth, performance, and change. But most marketing organizations aren’t equipped to unlock the power of creativity. And in the context of fast-changing culture, media, and technology, marketing has become a non-stop balancing act: leading the short and long term, data and intuition, in-house and agency teams, new ways of thinking and working, communications and innovations, strategy and speed, ideas and execution, outside culture and inside politics, purpose, and ROI.

ADCN | Club for Creativity and THNK School of Creative Leadership help you to realize the creative potential and creative effectiveness of your marketing resources: people, ideas, time, and money. Mastering Marketing Creativity© will accelerate your creative leadership capabilities and maximize creativity in the marketing ecosystem and creative process. Together we will grow the brands and teams that create positive impact, for business and society.

marketing creativity

Mastering Marketing Creativity is an immersive, 10-week marketing creativity accelerator and creative leadership journey, delivered in collaboration with ADCN | Club for Creativity.

What you'll get:

Who is this program for?

Program Journey

The program is a combination of learning and doing. In 10 weeks, you will participate in 10 modules. In each module, you will grow a specific creative leadership capability and we will solve marketing creativity challenges. The goal is to maximize creativity and effectiveness in the marketing ecosystem (4 modules) and the creative process (4 modules). In each module, you will spend approx. 30-60 minutes on (self) reflection and action, 30-60 minutes with the masters, 90-120 minutes with your peers in small teams, and 60 minutes plenary with the coaches and class. Every module requires four hours of work per week in an online live session. The total program is 40 hours combined (5 working days).

Week 1

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Personal Mastery

Masters: Niki Kauffman-Schilling

Creative Marketing Agenda:
– Mapping your challenges
– Setting your ambitions and goals

Creative Leadership Agenda:
– Becoming self-aware and connected to others
– Defining your passion and purpose

Week 2

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Culture & Society

Masters: Roland van der Vorst (Rabobank) & Bas van de Poel (SPACE10)

Creative Marketing Challenges:
– How to develop the cultural sensitivity needed to understand the role of brands in society and recognize opportunities for brands to contribute to society with creative work.
– How to develop a true understanding of the nature and impact of your business?
– How to create a culture of open-mindedness and curiosity?
– How to create a point-of-view about the world around you?
– How to stay open to unexpected opportunities in a world of complexity and chaos?

Creative Leadership Capability
– Exploring

Week 3

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Finance & Politics

Masters: Mark van Iterson (Heineken) & John Schoolcraft (Oatly)

Creative Marketing Challenges:
– How to measure the business value of creativity?
– How to sell a risky idea to your CFO and CEO?
– How to deal with uncertainty?
– How to foster a culture and language of creativity in a non-creative environment?
– How to manage procurement to leverage creative opportunities?
– How to allocate creative marketing and media budgets effectively?
– How to take ego out of the equation?

Creative Leadership Capability
– Architecting

Week 4

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Teams & Agencies

Masters: Anna Qvennerstedt (Forsman & Bodenfors) & Oriel Davis-Lyons (Spotify)

Creative Marketing Challenges:
– How to cast and nurture diverse and inclusive teams?
– How to unlock the creative potential of your teams?
– How to build a culture of trust, transparency, equality, and freedom?
– How to motivate people to try new ways of working?
– How to build real partnerships with and between in-house agencies and external agencies?
– How to break down (cultural and disciplinary) silos to help people collaborate across boundaries?
Creative Leadership Capability
– Conducting

Week 5

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Media & Technology

Masters: Wesley ter Haar (MediaMonks)

Creative Marketing Challenges:
– How to leverage and integrate creative opportunities across all media channels?
– How to set goals and measure the ROI of creativity within specific media channels?
– How can brands make themselves mentally and physically available to consumers?
– How to create human experiences in the digital space?
– How to understand and use creative technology to create culturally relevant brands and (shopping) experiences?
– How to see the big picture in data and technology?
Creative Leadership Capability
– Directing

Week 6

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Insights & Strategy

Masters: Jason Fulton (This Memento) & Martin Weigel (Wieden+Kennedy)

Creative Marketing Challenges:
– How might curiosity and empathy help your organization to become more consumer-centric?
– How to balance short-term and long-term priorities?
– How to write the perfect brief with clear goals and KPIs?
– How to ask the right questions and define the right problems?
– How can strategy benefit from chaos?
– How do you create time and space and culture to explore (and the role of strategy)?
Creative Leadership Capability
– Sensing

Week 7

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Vision & Purpose

Masters: David Snellenberg (Dawn)

Creative Marketing Challenges:
– How to define your brand’s purpose?
– How to think big and boldly?
– How to create a point of view about the role of brands in society?
– How to influence and unify people through storytelling and narratives?
Creative Leadership Capability
– Visioning

Week 8

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Ideas & Innovations

Masters: Erik Kessels (KesselsKramer) & Jeroen van Erp

Creative Marketing Challenges:
– How to deal with (in)security and confidence in the creative process?
– How to make the creative process more successful by making mistakes and learning from failure?
– How to develop a founder’s mentality and an entrepreneurial mindset?
– How to make space for the development of products and services with long-term impact?
– How to develop a mindset of testing and learning?
Creative Leadership Capability
– Prototyping

Week 9

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Direction & Production

Masters: John van Tuyll (Adidas) & Wesley ter Haar

Creative Marketing Challenges:
– How to protect and execute great ideas in production?
– How to live the brand and lead creative direction throughout all phases of the creative process?
– How to push the organization for creative excellence?
– How to create space for craftsmanship?
– How to allocate budgets efficiently between creative, media, and production?
Creative Leadership Capability
– Scaling

Week 10

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Marketing Creativity Accelerator

Connecting the Dots – Commitments & Actions:
– Creating your roadmap towards implementation and impact
– Celebrating with your peers, coaches, and masters

Bonus Module 1

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Fuck-Up Night

Learn from each other’s biggest creative and marketing fuck-ups (and win back your program fee in savings along the way)

Bonus Module 2

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Creative Life Hacks

Host: Boris Veldhuijzen van Zanten (The Next Web)

Grow a hacker’s state of mind – to become more creative every day.

Bonus Module 3

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Becoming a B Corp

Learn from the lessons of the creative leaders and creative entrepreneurs behind the most innovative, inclusive, and sustainable brands in the B Corp community: Certified B Corporations are accelerating a global culture shift to redefine success in business that balances purpose and profit.

Program Dates

starting 03 February 2022

Module 1: February 3, 13:30-17:30 CEST, Digital

Module 2: February 10, 13:30-17:30 CEST, Digital

Module 3: February 17, 13:30-17:30 CEST, Digital

Module 4 & 5: March 11, 09:00-17:30 CEST, Live

Module 6: March 17, 13:30-17:30 CEST, Digital

Module 7: March 24, 13:30-17:30 CEST, Digital

Module 8: March 31, 13:30-17:30 CET, Digital

Module 9 & 10: April 1, 09:00-17:30 CET, Live

58 days left to join

Price

Early-bird fee:
€3,499 (excluding VAT)

Includes:

  • All program modules and up to two bonus modules.
  • Participation by your creative/agency partner & CMO/CCO in two modules.
  • ADCN Club for Creativity & THNK School of Creative Leadership Certificate (upon completion of min. 80% of the modules).
  • Regular fee: €3,999 (ex. VAT).

Payment via bank transfer, IDEAL, or credit card. Payment must be completed before the start of the program.

Visit ADCN to learn more about your instructors, download the brochure, and apply