From Strategy to Creativity

Activity Details

An intensive two-day workshop focused on the link between advertising strategy and creativity, designed as a hands-on experience using an agency-style methodology. Based on realistic briefs, students go through the entire process from strategic analysis to the development of a powerful creative idea. The activity combines theoretical content, participatory dynamics, and practical exercises guided by active industry professionals.

Objectives

The workshop aims to bring students closer to advertising strategy as a living and creative process, rather than merely an analytical exercise, teaching them to identify and formulate relevant insights from a communication brief and to transform that strategic foundation into a clear, coherent, original, and meaningful creative idea. All of this fosters the development of professional judgment to assess the real coherence between strategy and creativity, while also training key skills for professional practice, such as teamwork, the ability to justify decisions through reflection and debate, and the effective presentation of ideas.

Activities

Throughout the workshop, participants will actively work on:

• Analysis of campaigns and their strategic keys.
• Practical exercises focused on communication strategy and strategic creativity.
• Campaign ideas.
• Presentation and defense of proposals in a creative pitch format.
• Collective feedback and critical reflection.

Competencies

• Ability to apply strategic analysis to real communication challenges.
• Coherent integration of strategy and creativity in advertising proposals.
• Creative thinking oriented toward brand objectives.
• Oral and visual communication of ideas in professional contexts.
• Collaborative work and time management in high-intensity activities.

Award Criteria

The badge is granted exclusively to students who attend both days of the workshop and submit a proposal that demonstrates the acquisition of the activity’s competencies, having actively participated in debate and feedback sessions.

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