Strategic and Creative Thinking Certification
Format
Live Workshops (Virtual) + Self-Paced Content
Duration
5 weeks (1 session per week)
Audience
Entry to Mid-level Strategy and Creative professionals
(or anyone interested in strategic and creative thinking)
Pricing
$799 per participant | 4As members get 20% off
Included in the Agency Essentials Training Subscription Plan
The next cohort starts on May 6
Click here to register.
Session 1: May 6, 3:00 - 5:00 pm ET
Session 2: May 13, 3:00 - 5:00 pm ET
Session 3: May 20, 3:00 - 5:00 pm ET
Session 4: May 27, 3:00 - 5:00 pm ET
Session 5: June 3, 3:00 - 5:00 pm ET
Session Outline
5 Live Workshops + Online Work
Module 1: Creative Concepts
- Analyze strategy and creative process for successful campaigns
- Enhance creative problem-solving skills
- Foster innovative thinking by modifying behavior patterns
Module 2: Deconstructing the Brief
- Examine the critical elements necessary for an idea to achieve success
- Breakdown of an ad campaign utilizing a strategic framework to improve analytical skills and implement them in your daily life
- Group project assigned
Module 3: Working on the Brief
- Gain insight and knowledge from guest speakers and industry leaders regarding approaches to the group assignment
- Receive valuable guidance and feedback from assigned coaches/mentors to enhance project outcomes
Module 4: Strategic and Creative Examples
- Collaborate within groups to develop the big idea and strategy for the assignment
- Examine successful strategy and creative executions as a source of insight and inspiration for group project
Module 5: Presentations and Take-Aways
- Final group presentations
- Provide additional resources
Requirements for Certification
- Attendance at 5 live virtual workshops
- Completion of online course modules
- Submission of Final Presentation
Meet the Facilitator
Luis Camano
Luis believes in the power of shared experiences, with the purpose of helping younger generations thrive, and along the way, take our industry to the next level.
During his 40 years (and counting) in advertising, he has worked with big, small, traditional, holding, and independent agencies. He helped with their growth and success, both creatively and financially, no matter the size, nature of clients, or budgets.
The proudest moment in his career is seeing the people who worked for him, grow and reach the highest levels in advertising.
He has conducted workshops and talks, both in English and Spanish, at the Cannes Lions Advertising Festival, Miami Ad School, VCU Brandcenter, LMU, Chapman University, and a number of ad and marketing agencies around the globe.
He is also Co-founder of Imper/Active, a marketing agency devoted to helping ONGs, local communities, and private corporations, make the world a better place.
His love for advertising compares only to his devotion to football (soccer), street art, and coffee.
Guest Facilitators
Aaron Dus
Aaron brings nearly 20 years of Cultural Anthropology, Design Thinking, and Brand Strategy experience delivering actionable insights amplified by data to create transformative business strategies and marketing activations to strengthen brand affinity and profitability.
From a marketing and advertising perspective, Aaron has held roles as the Chief Strategy and Chief Marketing Officer at Baldies Inc. and has worked at a number of top-tier digital/shopper marketing agencies throughout the United States.
From a consulting-innovation perspective, he’s worked at ThinkX (Toronto), Undercurrent (New York City), and The Idea Factory (Singapore) as well as several independent consulting projects for Staples Canada (and Staples USA), Starbucks (New York City), General Electric, and Levis & Co to name just a few.
Aurelie Diaz
A native of France, Aurélie Diaz has created a name for herself in the ad industry by working on an impressive roster of clients including UNICEF, Honda, DoorDash, Call of Duty, Diablo, Corona, Michelob Ultra, and more.
She currently works at GUT Los Angeles as an Associate Creative Director. Her Michelob Ultra campaign, Joy is The Ultimate Trophy‚ has been recognized by multiple awards councils, pop culture publications, and media outlets. And her "Self-Love Bouquet" DoorDash Campaign received a Grand Prix, both at Cannes, and at the Effie Awards.
While her work has won some of the most sought-after awards in advertising, she is equally proud of her projects which have received public praise for their focus on diversity, equity, and inclusion.
Eddie Babaian
A first-generation Armenian, he became the black sheep of the family when he took a sharp detour at the intersection of Medicine and Law and pursued the route of an “ad man.” Eddie was born and raised in Los Angeles but is a die-hard Boston sports fanatic. He likes to tell stories. Most of them are true.
For the past 17 years, he's been creating campaigns for brands big and small. His claim to "pseudo-fame" is the 2020 Hyundai Super Bowl commercial - "Smaht Pahk" - starring Chris Evans, John Krasinski, Rachel Dratch, and David "Big Papi" Ortiz.
For the past 7 years, he's also been teaching at his ad school alma mater, the Book Shop School for Ads; there, he helps aspiring creatives craft portfolios into golden tickets that will gain them entrance into one of the big shops across the country.
Cameron Young
Cameron Young is a writer/director with over two decades of advertising/marketing experience. His portfolio includes work for Jaguar, Samsung, Haagen-Dazs, California State Lottery, UCI Health, and Hoag Hospital.
He has earned numerous Best of Show honors, including the coveted Clio award. He has also won the prestigious Nicholl Fellowship in Screenwriting from the Academy of Motion Picture Arts & Sciences and recently wrote the inaugural short film for the Academy Gold Rising program
Alla Arutcheva
Born in Pyatigorsk, Russia, and raised in Los Angeles, California, Alla is an avid traveler, relentless optimist, and lover of words. As a copywriter working in the advertising industry, she strives to use her creativity for good. Her mission is to help brands find their purpose and connect with their audience authentically, while simultaneously advocating for more diverse representation across the industry.
With over a decade of experience in advertising, she has worked on brands like Lexus, Ray-Ban, Make-A-Wish, and more. She’s been selected for a number of prestigious programs such as the Cannes Lions Creative Academy, Omnicom Emerging Stars, and ADCOLOR Futures.
Arutcheva is extremely proud to be the co-founder of Girls Lead Summit (GLS), a peer-to-peer nonprofit organization for girls around the globe.
Carlos Musquez, ECD
Carlos (aka LOS) is a passionate, creative leader with 30 years of experience crafting award-winning work for major brands such as TikTok, Starbucks, AWS, Nestlé, Logitech, Disney, Thermador, eBay, SONY, DIAGEO, Western Digital, Netflix and Pepsi, to name a few.
Carlos lives by the philosophy that an idea is only as good as its execution, and passion and craft are what turn good ideas into award-winning ones. His work has been recognized globally by the Addy's, Creativity, Effie's, New York Festivals, Communication Arts, Art Director's Club, Adweek, Cannes, and the Clio's. As well as having a campaign inducted into the Smithsonian Institute archives.
Carlos is currently the Executive Creative Director at Catalyst Marketing Agency, an independent creative agency headquartered in Denver, Colorado. His most recent campaign for Streamlabs has been featured in all the top industry publications, picked up several awards, including a platinum MUSE AWARD, and has brought the brand a 95% lift in brand awareness.
