We understand that sometimes clients want to in-house creative (or just want to become more savvy), and we need to be there to support them regardless of organisation size or complexity.

Whether you are looking to understand the best way to produce YouTube ads, how you should approach a whole campaign, or how you can build dynamic creative for Programmatic, we offer a range of both off the shelf and tailored training programmes that are aligned to our creative maturity model.

Our team comprises of creative designers, technical designers, copywriters, video producers & creative technology specialists, all trained in training clients in their specialist areas. We have already successfully trained over half a dozen clients on performance creative through to dynamic creative, from small through to large clients.

Our Trainers

Guy has been the spearhead of Merkle’s smarter approach to creative, blending data insight, technology and creativity to drive effective, performance-led, data-driven creative work. He is a strong believer in trying to reduce the amount of noise consumers see and hear on a daily basis and instead deliver personalised experiences an audience can really relate to.

Nicole created our dynamic creative proposition back in 2015. Since then she has gone onto lead the build of over 50 dynamic solutions for over 30 clients, and trained some of these clients on how to build dynamic themselves. A background in paid media means that Nicole truly understands the creative elements required for different types of campaigns, both in the dynamic and wider media space.

Dodgeball extraordinaire Jordan is one of Senior Creative Designers and paid media creative experts. Jordan has worked on some of our most advanced DCO builds, making him a specialist in his field. With paid media creative being Jordan's forte, he also works on a wider range of projects including UI, video and email for some of the biggest brands in the world.


Course Details

Creative 101

This session will introduce attendees to the importance of creative in marketing. Attendees will also get to grips with the concepts of experiential creative and performance creative, and how creative teams need to integrate with multiple other teams to produce successful campaigns and creative outputs.

Learning Outcomes:

Understand how creative has been influenced by digital channels, and has become measurable.
Understand and describe the importance of creative in your customer's perception of you in driving consumer experience (CX).
Ability to describe performance creative and experiential creative principles.
Understand that the success of any campaign, including creative, comes down to integration between teams across media & strategy.

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Digital Translation

Investing in an engaging and unique creative concept for your campaigns will always be important. However, how can you be sure your concept will make sense and translate well onto digital? This session introduces the concept of digital translation, and demonstrates how you can translate master creative concepts effectively onto any digital channel.

Learning Outcomes:

  • Trainees can describe what digital translation is and it's benefits.
  • Trainees are comfortable describing and actively translating concepts into specific channels.
  • Trainees are comfortable describing and actively translating concepts into specific formats.
  • Trainees are comfortable explaining the need for cross team collaboration to successful execute digital translation, and can describe the key pillars for success.

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Testing and Optimisation

Testing creative is essential in any channel to ensure ongoing improvement in performance. Creative testing can also provide advertisers with insight that can drive creative decisions in other channels. This session will expand on the importance of creative testing covered in the Performance Creative 101 session, and cover the methodology and approach to use.

Learning Outcomes:

  • Trainees can explain the importance of creative testing to drive creative performance.
  • Trainees can confidently go ahead and design their own creative testing plans, explain the concept of 'fair testing' and calculate statistical significance.
  • Trainees can explain the concept of audience testing and build testing plans focused on audiences. Trainees can also explain the concept and process of insight logging.
  • Trainees feel confident in explaining and championing the importance of creative testing within their business.

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Performance Creative 101

Studies have shown that up to 70% of the performance of a campaign can come from the creative, whilst only 30% comes from the targeting and media buy. This sessions introduces attendees the principles of producing creative to drive performance, across all channels, and the concept of rigorous, insightful creative testing.

Learning Outcomes:

  • Understand and describe experience creative, and it's importance in the top-of-the-funnel activity.
  • Understand and describe experience creative, and it's importance in the bottom-of-the-funnel activity.
  • Understand the need for different creative approaches to different channels, to drive performance.
  • Understand the need for different creative approaches to different formats across different channels, to drive performance.
  • Trainees can explain the importance of creative testing to drive creative performance.
  • Trainees can describe the need for templating creative to drive performance creative practices.

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Performance Creative by Channel 

Covering in-depth the approaches and rules that should be applied to creative based on the channel where they will be used. Specific sessions available for Display, Email, Social and YouTube.

Learning Outcomes:

  • Trainees are confident explaining the concept and providing an overview of performance creative principles.
  • Trainees have an understanding of the basic rules of performance creative format design and copy.
  • Trainees are confident in explaining the importance of an audience-centric approach; how design/copy can adapt to audiences, and the importance of testing.

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Display: Dynamic Creative

Dynamic creative (DCO) is a key asset for personalisation and creative testing within Programmatic. In this session your designers and/or developers will learn how to build and manage dynamic creative in-house, using any DCO tool of choice.

Learning Outcomes:

  • Trainees can explain the benefits of dynamic creative and give an overview of how it works.
  • Trainees can explain the difference between Google Sheet and XML feeds, and when you would use each.
  • Trainees understand how to build a dynamic template in Google Web Designer, and explain the template requirements.
  • Trainees can set up a Google Sheet feed, ingest this into Studio, and successfully bind templates to the feed.
  • Trainees can successfully QA and test dynamic templates and feeds in Studio.

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Display: HTML Creative Build (Google Web Designer & Studio)

Learn how to build HTML creatives using Google Web Designer (GWD) and Studio. This session is suited to designers or animators, and is appropriate for brands running Display across any targeting.

Learning Outcomes:

  • Trainees are confident using GWD to build a basic animated ad using the simple timeline and adding their own assets.
  • Trainees are confident in explaining the need to use Studio and it's benefits.
  • Trainees are confident in using the advanced animation timeline and adding components into their ads.
  • Trainees understand the need for events and exits, adding and using them with confidence.
  • Trainees can publish creatives from GWD to Studio, ready for trafficking.

Read the full course detail here:

Display: HTML Creative Build (HTML/CSS & Studio)

Learn how to build HTML creatives using HTML/CSS code and Studio. This session is suited to developers, and is appropriate for brands running Display across any channel.

Learning Outcomes:

  • Trainees are confident using HTML/CSS to build a basic animated ad using text and multiple assets.
  • Trainees are confident in explaining the need to use Studio and it's benefits.
  • Trainees understand the need for events and exits, and can add and use them with confidence.
  • Trainees can publish creatives to Studio, ready for trafficking.

Read the full course detail here: