Learn the ropes, from the best
Industry legends, agency leads, and creative rebels share their knowledge during 6 eye-opening Masterclasses
Behind every great BETC campaign, there is a finely tuned choreography between very different crafts. To help you understand this dynamic, we host a series of role based masterclasses led by the people who keep the agency’s heart beating.
How do you win a pitch? That is the question for New Business, always on the lookout for what can make the difference in a competition. On the Strategy side, we dive into the CBI, our Creative Business Idea: a blend of prosumer aspirations, brand DNA and category drivers to uncover the insight that pops and turn it into a brief.
In Creative, we turn the brief into shape, we allow ourselves to imagine anything that will be useful to imagine. In Account Management, we set the pace and bring clarity to the unpredictability of the creative process to carry the campaign over the finish line. And in Legal and Sustainability, we anchor our work in social, legal and ethical responsibility.
Each department has its own constraints, its own language and timing. And that complexity is what makes the job so exciting. We can only create together if we understand each other. These masterclasses are your entry point.
