AwardsPress Release

Awards: London International Awards offers scholarships for Sir John Hegarty’s ‘The Business of Creativity’

Sir John Hegarty

LONDON, UK — Sir John Hegarty, creative founder at Saatchi & Saatchi and BBH, is launching an eight-week online course titled The Business of Creativity. Over the eight weeks, John will aim to unlock the enormous impact creativity can have on a team: covering areas such as mastering the brief, how to nurture and assess an idea, encouraging a creative culture, the art of storytelling, and how to overcome the fear of a blank page.

London International Awards, seeing the value of this program, is sponsoring scholarships to creatives worldwide. The eight-week online course is valued at GBP 1,500 per participant. In tandem with its ongoing Creative LIAisons educational program to support and give back to the industry, LIA is offering complimentary places to Ad Clubs and Media Outlets. In addition, LIA will do a random drawing to choose two participants from the 2021 and 2022 Creative LIAisons virtual mentees.


“As one of the leading Advertising Awards globally, LIA believes in advancing creativity, learning, and thinking at all levels of the industry – and learning about creativity does not come better than with Sir John Hegarty. We at LIA are happy to support this initiative,” said Terry Savage, chairperson of LIA.

Sir John Hegarty said, “We find ourselves in a turbulent macro environment in which we are faced with constant change and an increasing number of ‘Black Swan’ events. In this context, there is an ever-prevalent need for ongoing innovation and adaptability, creativity is business critical. At a more granular level, there has been a downward trend in creativity within marketing, more specifically, marketers are creating a less engaging product and creativity is delivering its lowest levels of effectiveness in over two decades. Marketing has to transition away from a science that is measured by efficiencies, to a core capability that inspires demand. In short, it has to move from stalking to seducing. Many believe that creativity is innate and exclusive to a lucky few… we however believe it is a muscle that can be trained.”

The format of the course comprises four main components: weekly lectures hosted by John, a bi-weekly Q&A with John, curated supporting material, and eight inspirational weekly guest speakers. The guest speakers will range from business leaders to icons in the world of entertainment – all of which have used creativity as a core driver of their success. The course has been designed to be relevant for all levels of seniority.

“This series of lectures is truly invaluable. It will equip both businesses and creatives with relevant tools for that competitive advantage needed to win in business and their career. LIA is pleased to offer complimentary places to creatives worldwide as an added value to our Creative LIAisons Educational program. We believe in investing in the future of creativity,” said Barbara Levy, president of LIA.

The first cohort of the course launches on September 19.

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