101: Effective digital creative design

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 how to design effective digital creative that works harder for your media investment. We’ll look at the role of digital creative within the marketing mix, the formats available, and how to select and design creative assets that align with your objectives and media placements.

The session covers best practice in creative hierarchy, messaging and attention, how to adapt creative along the path to purchase, and how to test and measure performance. Designed to be practical and advertiser-focused, it helps marketers make better creative decisions and improve digital campaign effectiveness.

What you will learn:

• Understand what digital creative is and where it fits in the media mix.
• Choose the right formats for different objectives.
• Design digital creative that works within attention constraints.
• Adapt messaging across the path to purchase.
• Align creative with media placement strategy.
• Test, optimise and measure digital creative effectiveness with confidence.