The Business of Ideas

October 22, 2019, 2019 – 1-day workshop

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There are two problems with the concept of creative training.

One, creative people think you can either do it, or you can’t. And because they can do it, they don’t need some smartarse from London telling them how to do what they’ve been doing for years anyway.

Two, they dislike the word training. For pretty much the same reasons. They know how to have ideas already.

But when they come to this workshop, perhaps looking to develop their skills, they are usually pleased to discover it is all about helping them amplify their natural talents.


A whole suite of practical tools to help creatives, planners and suits (who are also creative people, by the way) develop business ideas; brand ideas; strategic ideas; creative ideas.

Working to a real brief from a real client, participants will learn how to use The Hierarchy of Ideas, how to open the Creative Toolbox and how to turn a creative idea into an arresting and engaging execution.


Senior people have got as much out of this day as relative juniors. It’s probably not suited to people with less than a year’s experience of working in marketing or some form of marketing communications.


Patrick Collister

Patrick Collister is the founder of training and consultancy company Creative Matters.

In previous lives he was the Executive Creative director and Vice Chairman of Ogilvy & Mather, London, which was a lot of fun. 

Then he became Executive Creative Director for a small network of DM agencies, which was rather less fun. 

Finally, and best fun of all, from 2013 until February 2018, he was the Head of Design for The Zoo, Google’s creative think-tank in Northern and Central Europe. 

In 2009 he founded Directory magazine and resource, which showcases innovative ideas in advertising and marketing. 

He has won many pieces of metal and perspex including Gold Lions from Cannes. 

He regularly shouts and waves his arms about at conferences but is generally regarded as harmless.


8:30 am to 9:00 amRegistration & Breakfast
9:00 am to 12:00 amSession
12:00 am to 1:00 pmLunch
1:00 pm to 5:00 pmSession


  • Lunch isn’t provided.


CA$795 – CA$1,200


Institute of Communication Agencies
2300 Yonge Street, Suite 3002
30th Floor
Toronto, Ontario M4P 1E4

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