How to have great creative ideas for advertising and design

The Art and Science of Ideas 2019/2020

Having, stretching and selling creative ideas - course open from November 4 2019

Enroll Now - £ 250

About this course

Great ideas are at the heart of all brilliant creative work. They can inspire action, create a new way to live, last a lifetime, and even change the world. 

But these ideas don't appear as if by magic. They take bravery, collaboration, resilience, imagination and more, which means sometimes it's easier to play it safe and recreate what's gone before. 

We'll be breaking down the process into five main steps that will help you understand how great ideas happen - everything from the first inkling to the final feedback. 

Part 1: Think It

The first part of this course takes us back to the beginning of the creative process and we'll discuss how ideas are born with a range of creatives, including Tony Davidson, ECD at Wieden+Kennedy London, and legendary ad-man Patrick Collister.

Part 2: Commercialise It

In Part 2 we'll look at how to make ideas that thrive in a commercial landscape. Alongside our course leaders, we'll hear from marketing expert Daryl Fielding and see examples of brave ideas from across the world. 

Part 3: Create It

During Part 3 you will start doing, and bring your big idea to life with the help of the team behind Google's award-winning NSynth Super project and graphic design genius Jim Sutherland.  

Part 4: Push It

Once you have your big idea it's easy to stop there. Part 4 will help you keep going and push your idea further than ever before, with advice from over 20 of the worlds best creative brains, including ad guru Ben Priest. You will also get access to a brand new creative tool. 

Part 5: Refine It

Part 5 will guide you through the scariest part of the creative process: getting feedback. A trio of top creatives, including the brilliant Becky McOwen-Banks from FCB Inferno, share their experiences (good and bad), and our course leaders will guide you through giving feedback to each other. 

By the end of the five weeks, you'll have heard from over 50 of the creative industry's smartest minds, have a toolkit of tried and tested methods of creating big ideas, worked - in real time - on a brief with your fellow participants and have take-away tools to help create world-changing ideas over and over again.

Who is this course for?

This course is for everyone who wants to understand the importance of great creative ideas, and how to have them. It's particular relevant for those at the start of their creative careers, specifically in advertising, marketing and design.

Course content

See a selection of course content...

0.1 A word from Tim Lindsay, D&AD Chairman

0.2 Welcome to the Art and Science of Creative Ideas

0.3 What makes a great idea?

0.4 Meet the Course Leaders

Learn with others

This interactive course means you won't be learning alone. Virtually collaborate with other creatives across the world as you create your next big idea.

Brief-busting ideas

This course isn't for passive learners. You'll be learning by doing as you work on real briefs to have, push and refine ideas is real-time.

Take-away tools

The learning doesn't stop when the course ends. Over 5 modules you'll gain enough knowledge, tools and confidence to think of, push and share good ideas for years to come.

Top-tier trainers

We've spoken to the creative industries greatest minds about their award-winning work, all to bring you insights and techniques from the top.

Frequently Asked Questions

Can I take this course if I don't work in advertising?

Yes, absolutely! While this course looks at creating great ideas for the design and advertising industry, you can use the learnings to help you come up ideas for any industry.

Do I have to start this course right away?

No you don't. Once you've bought access you'll have it for 6 months so you can learn anytime and anywhere that suits you.

Meet the experts

Arif Haq

Haq's experience includes Partner at Freud Communications, Founder of the Creative Capabilities practise at Contagious and almost a decade in the Brand Management team at PepsiCo UK/Europe. While at Contagious he developed Heineken’s ‘Creative Leadership’ programme, a project described by Campaign as, ‘A refreshingly serious approach to the business of creativity’. That work has also been featured as a case study in a number of books including James Hurman's seminal 'The Case for Creativity'.

D&AD team: Hilary Chittenden

Hilary is Senior Foundation Manager at D&AD and part of your team of facilitators here to help you every step of the way. When she's not creating programs that support the next generation of creative talent, she's looking after her cat. Or talking about her cat. Or taking pictures of her cat.

D&AD team: Victoria Foster

D&AD's Learning & Development Manager, Victoria will be on hand to answer your questions, support your learning and guide you through the course. She loves ideas that can change the world, sharing travel stories and hot buttered toast. 

Julie Seal

After 15 years in advertising Julie flipped over to the other side, joining Facebook & Instagram as Creative Strategist. As part of the Creative Shop team Julie helps brands, ad agencies and media agencies to make the best possible creative work for the platforms through consultancy and co-creation. In her spare time Julie also writes plays, books and screenplays.

Nick Eagleton

Co-founder of brand studio Saboteur and formerly Creative Partner at award-winning global brand agency Superunion, Nick has 20 years experience in branding and design for everything from global financial services to the arts. Since 2015 he has been leading 'Ideas Ideas Ideas', D&AD's creative thinking Masterclass. Somehow this all started with a degree in sculpture. 


Valeria Catellani and 106 others have booked this class

Kolibri Games

Madeline Snow


The course was great, the videos and specialist insights were really interesting and the interactive elements was really helpful too. Unfortunately because I did this course during lockdown I did struggle slightly with the development and stress testing of your ideas section as ordinarily I would have spit balled my ideas with colleagues.

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