Today (16 November) the UK-based global creative awards organisation D&AD, with the support of Creative Skillset, launches a free online course for professionals who manage brands across the creative industries, examining a fundamental challenge of all marketing and communications: how do you engage your audiences through story?
Just as Christmas ads start to hit our screens, the Brand Storytelling: How to Use Narrative to Sell course aims to explore the power of storytelling in creating brand success. Over four weeks, this course aims to help professionals develop skills around creating a narrative, communicating a brand by telling stories, engaging an audience and amplifying a message through digital media.
The course, hosted by FutureLearn, features input from key creatives behind some of the biggest brand campaigns in the business, such as Peter Souter (chief creative officer at TBWA London), Jon Kallus (CD at Grey London) and Al MacCuish (chief creative officer at Sunshine London).
They share practical advice about how to create compelling stories that sell products, brands and values.
During the course, theory and practical tasks will be supported using examples from D&AD’s extensive archive of award-winning creative work. There’ll also be the opportunity to work on a live brief throughout the course, with a cash prize and industry mentoring available for the winning project.
Paul Drake, foundation director at D&AD said: “A core objective of the D&AD Foundation is to remove obstacles that prevent people flourishing in design and advertising. We know that access to learning is key to achieving this aim. It is therefore really exciting that with the support of Creative SkillSet and a host of industry legends we have been able to produce D&AD’s first free online training course, accessible to all regardless of location or background.
“We hope that this exploration into storytelling enables us to close the skills gap and helps more people discover and exploit the power of story.”
This course is one of a suite of eight which has been developed for FutureLearn, following a £200,000 investment from Creative Skillset.
- Register here
- Creative Skillset: creativeskillset.org
- Future Learn: futurelearn.com
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