A Micro-Masterclass in strategy

What does it really mean to think strategically in the context of ideas, campaigns, audiences and the creative process? 

This one-hour Micro-Masterclass will demystify strategy and how it works. Hone in on your audience, uncover the insights that can unlock creative ideas, and explore creative briefs and what makes one successful. 

Hear from leading strategists and creatives, including Kit Altin, Chief Strategy Officer at The Gate London, Gerard Crichlow, Global Strategy Director · Interpublic Group and Richard Huntingdon, Chief Strategy Officer at Saatchi & Saatchi, who will guide you through the basic to help uncover your strategic superpower.

Course curriculum

  • 1

    Welcome to What is Strategy?

    • Meet the trainers

  • 2

    What is strategy?

    • What is a strategist?

    • Different types of strategy

  • 3

    How strategy works

    • How does strategy work?

    • Audience: The importance of understanding your audience

    • Audience: Using research and data

    • Empathy: Understanding the importance of empathy

    • Empathy: Finding insights

    • Empathy: Uncovering insights

  • 4

    Why strategy is important

    • Brand understanding

    • Defining goals and objectives

    • Developing a creative brief that works

  • 5

    What is a creative brief?

    • What makes a successful creative brief?

    • Generating successful briefs

    • The building blocks

    • Bringing strategy and creativity together

    • Inspiring creatives

    • What's next?

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  • Who is this course for?

    D&AD's Micro-Masterclass on What is Strategy? Is for anyone who wants to learn more about strategical thinking.

  • How long is this course?

    This Micro-Masterclass is designed to take around 1 hour to complete.

  • Will I get a certificate at the end of this course?

    Yes! Once you've completed the course you can request a certificate.

  • How much does this course cost?

    This Micro-Masterclass is free to access.