101: Best in class creative and how to judge it

2026 brings an updated 101 Knowledge Session programme available for all ISBA members. The sessions - curated in partnership with Pete Davis, MD of Getmemedia.com - deliver valuable insights and learnings from industry experts and address the whole media landscape and communications process.

This 101 session explores what “best in class” creative really means and how advertisers can judge it more effectively. We’ll challenge common myths around creativity, examine the role of strategy, insight, and brand architecture in shaping creative work, and show why creativity is not magic but the outcome of a structured, informed process.

The session provides practical frameworks for evaluating creative ideas, distinguishing between brand and campaign thinking, and giving clearer direction and feedback — helping advertisers build stronger creative partnerships and more effective work.

What you will learn:

• Understand what creativity really is — and what it isn’t.
• Debunk common myths that undermine effective creative work.
• Distinguish between different types of creative ideas and their roles.
• Understand how brand architecture, briefing, and ambition affect creative output.
• Learn how to judge creative work more confidently and objectively.
• Improve client–agency relationships by giving clearer direction and feedback.