Students concentrate on ideas generation from the day they arrive on the course. All students on the course are encouraged from the start to think in words and images. The Advertising course concentrates on fast moving projects where innovation and thinking out of the box is critically important. Advertising briefs generally have a weekly deadline but can be interspersed with longer projects, and verbal presentation plays a big part on the course. Answering the brief in an effective, intelligent way is necessary to emulate the way the advertising industry functions.
Students work on a variety of creative briefs ranging from fast moving consumer goods, charities like the Samaritans, and advocacy briefs such as a governmental health campaign or anti-drink and drive campaign. The students handle the full range of media including print, TV, radio, ambient and stunt media and web.
The course produces Advertising Creators, for example, art directors and copywriters who will work in the creative departments of advertising agencies.