Getting to Great Creative is designed for marketing teams who are responsible for reviewing creative, making decisions, and guiding agencies or partners.

The focus is on building confident, consistent creative judgement. Participants learn what to look for when assessing creative work, how to articulate what they are responding to, and how to give feedback that moves work forward rather than slowing it down.

The aim is to help teams make better calls and have stronger creative conversations, without losing instinct, confidence or momentum.

The intensive focuses on the practical skills required to evaluate and guide creative effectively, including:

1. A clear framework for assessing creative

2. Evaluating creative ideas against the brief and agreed direction

3. Distinguishing idea quality from execution quality

4. Assessing creative executions across different channel formats

5. Giving focused, constructive in-meeting feedback that moves work forward

All content is practical and applied, using real creative examples throughout the day.

Participants leave with:

• Greater confidence and consistency when evaluating creative

• Clearer judgement about what to push, protect or change

• A shared language for discussing and assessing creative

• Practical tools to structure feedback and guide decisions

• Stronger agency conversations and fewer rounds of rework

This program is well suited to:

• Marketing and brand teams responsible for reviewing and approving creative

• Practitioners who feel unsure or inconsistent when giving feedback

• Teams working closely with agencies or internal creative partners

• Organisations experiencing rework, slow decisions or diluted creative outcomes

It works particularly well when run as a team session to build shared standards and confidence.

Getting to Great Creative is delivered as a one-day, in-person intensive.

The session is highly interactive and applied, combining short inputs, real creative examples, role-play scenarios and group discussion. Participants practise evaluating creative at different stages and structuring feedback in realistic situations.

Leader alignment sessions are included to ensure shared standards and expectations when guiding creative work. Optional sessions with agency or creative partners can be added to support alignment, accountability and more effective collaboration.