ADVT12-242: Creativity and Ideation in Advertising and Marketing Communication

Creative insights are central to problem-solving and designing effective and memorable advertising campaigns. They are powerful in connecting messages with audiences, building brand recognition, and providing a good financial return on advertising investments. The challenge is how to develop creative problem-solving capacity; engage in different thinking; and become confident dealing with ambiguity, contradictions, uncertainty, novelty, and the unexpected. In this subject, you are encouraged to experiment with developing concepts through play and taking creative risks. You will explore different creative thinking practices, theories and processes, and use your new perspectives to develop creative message solutions.