Sir John Hegarty, Creative Founder at Saatchi & Saatchi & BBH, is launching an eight-week online course next month titled The Business of Creativity.
Hegarty will cover areas such as mastering the brief, how to nurture and assess an idea, encouraging a creative culture, the art of storytelling and how to overcome the fear of a blank page.
Hegarty stated, "We find ourselves in a turbulent macro environment in which we are faced with constant change and an increasing number of 'Black Swan' events. In this context, there is an ever-prevalent need for ongoing innovation and adaptability. Creativity is business critical.”
Hegarty has long held the view that marketing has become too science focused on its quest for effectiveness. Marketing, he stated, “has to move from stalking to seducing. Many believe that creativity is innate and exclusive to a lucky few - we however believe it is a muscle that can be trained."
The format of the course includes lectures by Hegarty and Q&As with Hegarty, curated supporting material and weekly guest speakers who will range from business leaders to icons in the world of entertainment.
Hegarty, a 50-plus year industry veteran was knighted for his services to the advertising and creative industries in 2007 and invited to be an Honorary Fellow of The Marketing Society for his contribution to outstanding ad campaigns, including efforts for Levi, Audi and many others.
He was the first recipient of the inaugural Lion of St Mark’s Award at the Cannes International Advertising Festival for lifetime achievement.
London International Awards is sponsoring scholarships for the course to creatives worldwide.