Making Breakthrough Creative

At its core, coming up with great creative is an art that transcends formula. But years of success in the field reveals a handful of critical principles that make the process of discovery much more likely.

1. Leverage tensions to discover brand narratives. Wherever you find opposing energies, you’ll find conflict; where you find conflict, you’ll find a story. Leverageable conflicts can come from anywhere. From culture (greasy fries vs. national obsession with being thin) to client categories like financial (Wall Street vs Main Street). There is a natural energy at points of conflict that makes them lively birthplaces for ideas of force and substance.
2. Do > Invite > Capture > Share. Do something so interesting it ends up on the 6 pm news. Invite customers to play with your idea. Capture the content. Then share. Serves millions. Using examples from the industry (and his own students), Sullivan will show how this process starts with huge talk value and ends with user-generated content.

You will learn powerful new tools to create more ideas, better ideas, and get to great solutions faster based on unique insights:

• Why is the Bad Guy always more interesting?
• When everything is A-okay, nobody cares
• The human brain is wired to notice conflict
• Don’t do an ad, do something interesting
• Don’t control content, invite people to create it for you

Who Should Attend

Agency Creatives, content developers, new business teams and storytellers of all types

“Everyone is lit up like Christmas trees, ready to go make sh•t happen! Thanks so much for the fun talk and the inspiration.” –Ray Longoria, creative director of C2, Schwab’s in-house agency.