Ravid Kuperberg, Partner and Trainer, Mindscapes, Israel

SEMINAR. THE LOGIC BEHIND THE MAGIC 

WORKSHOP. THE RULES BEHIND BREAKING CREATIVITY RULES

 

SEMINAR. THE LOGIC BEHIND THE MAGIC 

Participants will be talking about how can agencies and clients overcome the fear of creativity when aspiring for breakthrough innovative marketing communication ideas.

Creating and approving breakthrough creative ideas provokes fear and uncertainty. It involves risk taking and usually ignites tension between agency and client. Social media, consumer generated content, interactive-integrated ideas, which are harder to pre-test and to control, only increase the fear factor. Impairing the unlimited creative potential they offer and revealing a stressful conflict:  the need to feel safe vs. the desire to conquer unfamiliar ground.

The Mindscapes methodology and thinking tools have a proven record of helping agencies and clients reduce the uncertainty and ambiguity while developing creative ideas, by providing a solid structured process for understanding how ideas are born and for developing new original ideas. This session will present thinking tools created by deconstructing innovative award winning ideas, while decoding the recurring thinking patterns embedded them. Based on these patterns it will discuss methods for adding logic to the magic of creative thinking, thereby helping ignite a less stressful and more fruitful cooperation between agencies & clients.

Value for participants:

  • Gain new insights regarding the creative patterns behind the most creative recent campaigns in the field of Interactive & Integrated communication.
  • Acquire a practical method and common ground for agency and client to develop innovative creative thinking.
  • Learn a structured process for developing and presenting creative ideas, demonstrating their rational and potential.

 

WORKSHOP. THE RULES BEHIND BREAKING CREATIVITY RULES

Ravid will be talking about translating recurring thinking patterns embedded in award winning creative ideas into powerful structured creative thinking tools.

This session will reveal recurring thinking patterns found in integrated & interactive award winning campaigns from recent years. It will then present practical thinking tools based on these patterns, which can help direct the mind into specific thinking paths and prisms, to create new original ideas using a structured thinking process.

Participants will learn how to:

  • Experiencing a structured process for stimulating new creative ideas in an efficient and effective manner.
  • Acquiring practical thinking tools to lead teams in the process of ideation and creation of new concepts and campaigns integrated-interactive marketing communications.
  • Gaining new insights about creative thinking patterns identified in recent successful integrated & interactive advertising campaigns. While understanding key success factors embedded in them.

 

About Ravid Kuperberg

Partner and experienced structured creative thinking trainer in the field of marketing communications, working with numerous advertising agencies and brands around the world. Ravid is a former advertising professional with 14 years of experience in strategic planning and creative development. He is a frequent keynote speaker at international marketing conferences and advertising festivals. Most important of all (for Ravid), he is also a goalkeeper at a local amateur football club.

 

BACK TO SPEAKERS LIST