Making Breakthrough Creative

My Two Favorite Concepting Techniques

Luke Sullivan, author ”Hey Whipple, Squeeze This”

Celebrated ad vet and author combines his two most popular talks on making great creative

About the Speaker:

Industry Icon Luke Sullivan spent his entire career at A+ agencies, incl. perennial AOY winners Fallon Worldwide and The Martin Agency. He has won 21 One Show medals and authored “Hey Whipple, Squeeze This,” the Bible of advertising in Amazon reviews and one of Ad Age’s Top 10 Marketing Books of All Time. Former professor at Savannah College of Art & Design for 10 years, now popular keynote speaker incl. SXSW Interactive Conference and international gigs from Auckland to Reykjavk and dozens in between.


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.

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webinar pricing

  • Individual $129
  • Conference Room (Up to 10) $329
  • Conference Room 3-Pack $899

    (contact to select 3 topics)

  • Total Company (10+) $899