One-year Post Graduate Certificate Programme in Crafting Creative Communication (CCC)
A programme specially designed for people who want to pursue a career as Ideators. Today, the need is for conceptual thinkers who are also 'executors'. In other words, Ideators are more than just copywriters, art directors, designers, TV commercials makers or even web designers. They think big.
While we genuinely believe that everybody is creative, we also believe that there is an important difference between being creative as a person or as a fine-artist, and being creative in a commercial sense. Advertising and its related fields call for creativity as a highly disciplined, commercialised practice. In an ad agency, as a copywriter or an art director, you cannot “Just be creative and express yourself” – here you are a ‘creative professional’, and have to be able to use the power of your creativity for a commercial/business reason – as someone is paying you to get a problem solved, using your creativity.
Therefore, to start with, the crafting creative communication course evaluates and chooses applicants based on their innate creative attitude and talent. During the course, it aims to instil in them qualities such as a sense of commitment, discipline, and teamwork, all of which are essential for solving problems, brand-related or social.
And of course, there is the coursework itself – intensive, interactive sessions – in which essential advertising creativity skills are taught and practised.