In early December, marketing agency Red C became the first in the UK to participate in an innovative creative brainstorming workshop. Led by sought-after author and creative innovation expert Mario Pricken, 20 of the agency's creative and account handling staff learnt how to improve their creative output using his unique DreamTeam and Kickstart techniques.

Pricken, whose best-selling book Creative Advertising has now sold more than 45,000 copies worldwide, is convinced that his techniques can improve the creativity, speed and originality of output for all kinds of concept development. "The challenge for every creative team facing a new brief and a blank sheet of paper is in knowing that, whatever the job, a thousand creatives have spent a thousand hours producing ideas to measure against the proposition. My approach allows the team to reach new levels of original thinking."

This is the first time that Pricken has run the course in the English language, despite having led workshops with many of the network agencies in Germany, Austria and Switzerland, and he admits a certain trepidation. "I was initially nervous that language would be a barrier, but the participants from Red C made me feel welcome and it brought home to me how global the language of advertising has become." Red C London account director Mark Teakle, a fluent German speaker, was on hand to translate any difficult conceptual ideas.

The course was judged a great success by creative staff at the agency. Senior writer Kerry Siddall summed it up. "I found the whole two days stimulating and very liberating. I feel that my concepting skills have definitely benefited and I enjoyed using Mario's techniques to kickstart my thinking and find fresh approaches."

Pricken is now considering running further courses in the UK alongside his new project, developing a database of TV format ideas that has already found favour with Big Brother production company Endemol.

For more information contact:

Mario Pricken Idea Engineering,
Vienna +43/1/786 34 39
www.mariopricken.com
Adrian Rowe Red C Marketing 0161-236-1045
www.redcmarketing.com




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