Masterweek

About

Masterweek is a squeezed essence of Creativity in Advertising course tailored for ones that had many excuses regarding time, money or location. Well, now there is none.

We deny inspiration without implementation, listening instead of questioning, theory without practise. This highly intense, 6 days training, guided by best professionals from industry, Lithuania and abroad,  takes you trough the process of coming up with ideas, their evaluation and implementation – from brief to pitch, in the way it should actually be done.

Suitable for those working for in-house creative departments, creatives from agencies and anyone who’s involved in coming up with ideas, no matter in which industry they work.

What you will learn

Monday
(24th of July)

Creativity + Bases of the Concept 6 hours: theory + workshops

This session will teach you how to use your creativity effectively in advertising. First, on how to transform the communication message into a creative concept. Afterwards, how to create executions from a concept in different media. Knowing this, we will learn how to create an effective integrated communications strategy based on a big idea.

Antonio Bechtle
Senior copywriter / Creative director

Antonio, the head of the Creativity course, took his first steps in advertising as a Copywriter at Leo Burnett Lima, later assumed the position of Senior Copywriter in the Peruvian branch of JWT.

After moving to Lithuania, continued his career at Not Perfect Y&R Vilnius, later – at The Milk, the most awarded agency in Baltics, where he spent 7 years starting as a Senior Copywriter leading to Creative Director.

Now Antonio works with international clients as a freelance senior copywriter / creative director and still shares his experience with TAG students.

Brief Interpretation 2 hours: theory

If you start working without a brief, expect to start over - it is equally important as the idea, so better to know how to read it well. During this part we will analyse brief components, learn how to interpret them and train our eye to distinct essential from irrelevant.

Dominykas Žilėnas
Creative director
Adell Taivas Ogilvy

Dominykas started as a copywriter in 2001 and for the last five years, he has been working as a creative director at Adell Taivas Ogilvy, Lithuania’s largest advertising agency.

Dominykas’ work has won a number of local and regional creative awards. His everyday work includes creating briefs as well as ideas, therefore he has something to say for both, accounts and creatives.

Tuesday
(25th of July)

Art Direction 6 hours: theory + workshop

We will make a super-fast travel from branding to video, from illustration to photography visiting some of the most interesting tendencies and also some of the most relevant classics. On one hand we will have an historic point of view and then, on the other hand, we will learn not only how to dress well our ideas but how to, in fact, think with images.

Natalia Mirapeix Bedia
Art director
The Atomic Garden Madrid

The head of studies at The Atomic Garden Madrid and the teacher of Art Direction at TAG Vilnius.

Natalia is an art director, illustrator and cultural communicator. She’s proud of her experience working with various global brands and achieving many different awards: Laus, Bronze Sol, Cannes Lions Shortlist, Graffica.

Digital Creativity 2 hours: theory

With budgets for digital marketing growing every year, advertisers have to embrace new ways of creating value, views and clicks. During the condensed session, we analyse both the foundations of digital creativity and the emerging use cases - from regular content marketing to transmedia storytelling.

Gediminas Užkuraitis
Partner / strategy & concepts
Be&Do

A creative with business prowess, or a strategist with creative expertise? He is both, and they go well together:

Previously working for classic agencies, brand strategy consultancies and startups as a creative strategist (or a strategic creative?), he reached industry acclaim, including a Golden Euro EFFIE.

Gediminas is a graduate of the Stockholm School of Economics in Riga and The Atomic Garden Vilnius, where he now lectures in both creativity and strategy courses.

Wednesday
(26th of July)

Copywriting 6 hours: theory + workshop

There are so many ways to write a great copy and so many ways to screw great ad with a lame one. During this session we will work on personal copywriting - a way of thinking that leads you to a copy that is always better than average. Wherever you are: Vilnius, Zurich or NY.

Stefanija Jokštytė
Creative partner
Stefken + Kudirka

The master of Copywriting classes, Stefanija spent seven years at Not Perfect | Y&R Vilnius and made those years count:Cannes Bronze Lion in 2013 (second ever Cannes Lion for Lithuania), Red Apple in 2012, Golden Hammer, KIAF, Login, Adrenalinas and many other awards shout for themselves.

Stefanija is the one making ads speak – you can read her behind the biggest brands in Lithuania: Švyturys, Omnitel, Maxima, IKI, Samsung, Alita and many others.

New Media 2 hours: theory

The aim of this session is to get familiar with one of the BTL communication tools - New Media. Furthermore, to understand how New Media differs from Innovative Media, how it influences user engagement and how to measure its effectiveness. To do so, we will go though the best cases worldwide, analyse, discuss and classify them.

Ignas Kozlovas
Creative director
FOLK

Ignas, the master of Case Studies at TAG Vilnius and the graduate of Lithuanian Academy of Arts, is a holder of several industrial awards, has been a jury member in local and international advertising festivals.

He has worked in Lithuanian agencies such as BBDO, TBWA, McCann, Ogilvy that allowed him to collect a long list of main local as well as world famous international clients such as Tuborg, Audi, L’Oréal, Statoil, few TeliaSonera group brands, TELE2, SEB bank.

 

Thursday
(27th of July)

Integrated Campaigns 2 hours: theory

This session will teach you how to develop a communication strategy for a campaign, to understand the different purposes of each execution and to know the logic behind a campaign, in order to choose the right media for each piece. At the end, you will understand and be able to prepare a full integrated campaign following the three stages of the consumer's relationship with a brand, and having in consideration the insights, way of life and psyche of the target.

Antonio Bechtle
Senior copywriter / Creative director

Antonio, the head of the Creativity course, took his first steps in advertising as a Copywriter at Leo Burnett Lima, later assumed the position of Senior Copywriter in the Peruvian branch of JWT.

After moving to Lithuania, continued his career at Not Perfect Y&R Vilnius, later – at The Milk, the most awarded agency in Baltics, where he spent 7 years starting as a Senior Copywriter leading to Creative Director.

Now Antonio works with international clients as a freelance senior copywriter / creative director and still shares his experience with TAG students.

Work is Play 4 hours: workshop

We don’t like one-way lectures. We like interactivity. We will use games and exercises that are so playful, so joyful and so explosive that you might forget you’re at work. We’ll get you up on your feet, improvising, exploring, breaking your toys and putting them back together again. We’ll provoke you, challenge you, throw you off a cliff, and teach you what to do on the way down.

Jonathan Howard
Creative instructor
Saatchi & Saatchi

Jonathan spent several years as an award-winning strategic planner at Saatchi & Saatchi London and Abbott Mead Vickers BBDO.

Since then he has trained actors, writers & comedians in improvisational comedy for stage and screen. He’s also worked with young offenders and ex-prisoners, so he sympathizes with the rebellious mindset of creative people.He directed world’s first improvised interactive TV drama for the

Joanthan directed world’s first improvised interactive TV drama for the BBC, and is the chief creative instructor for Saatchi & Saatchi Europe.

How to Present / Sell Your Ideas 4 hours: theory + workshop

What’s the value of an idea, if no one buys it? The presentations class consists of two parts - in the first one, we deal with different approaches of creating presentations and corporate storytelling, the second is an interactive workshop to improve your presentation skills and apply new approaches.

Gediminas Užkuraitis
Partner / strategy & concepts
Be&Do

A creative with business prowess, or a strategist with creative expertise? He is both, and they go well together:

Previously working for classic agencies, brand strategy consultancies and startups as a creative strategist (or a strategic creative?), he reached industry acclaim, including a Golden Euro EFFIE.

Gediminas is a graduate of the Stockholm School of Economics in Riga and The Atomic Garden Vilnius, where he now lectures in both creativity and strategy courses.

Andrius Grigorjevas
Partner / strategy & research
Be&Do

A strategist with a unique blend of knowledge in semiotics, international brand and consumer research methodologies, and trend forecasting.

Having started as a researcher for international brands spanning more than ten markets across the globe, he later worked with strategic projects across the Baltic States and headed interdisciplinary strategic teams.

Andrius is a lecturer at Vilnius University, KOG institute of marketing and communication, The Atomic Garden Vilnius and a guest lecturer at Tartu University.

Friday
(28th of July)

Integrated Campaign Brief Practical task

After days of digging into bases of creativity and different media channels you will have to implement your fresh knowledge practically – blitz creative brief is a great way to go.

No cheap chat, but:

  • 24 hours of individual work in teams,
  • consultations with tutors to find insight, create concept, convert it to the idea and adapt considering various media channels.
  • Last but not least – assuredly sell it during the pitch.

Saturday
(29th of July)

Final Campaign Presentations

This part will wrap up everything you learned during Masterweek. Participants will be pitching their fellow colleagues and professionals that guided them during the training while presenting outcome of final task - integrated communications strategy based on a big idea.

Party

Hard work must be awarded, which includes terrace, freshly happened to be colleagues, teachers, meaningful and meaningless conversations and delicious food to share. After all, networking and not working sound similar not without a reason.

Main info

  • Dates
    July 24th - 29th
  • Location
    The Atomic Garden Vilnius, Gedimino ave. 27
  • Entry fee
    650 Eur
  • Language
    English
  • Group size
    20 participants only. We will contact selected attendees during three days after registration submission.

Registration

  • The Atomic Garden Vilnius reserves the right to make changes to the training timeline and tutors in an unforeseen case;
  • Reservations are confirmed only after full payment;
  • Content of the lectures is confidential - material is not going to be shared;
  • In case of participation cancelation prior the start of Masterweek (July 22nd): two weeks and more - full price refund, in case of week and more - 80%, in case of less than a week - 50% refund
  • In case of participant leaving during the Masterweek money for him/her is not refundable.