How to Take Your Creative Ideas and Sell to Clients

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Quick Overview

Free for 4A's Members  / Non-4A's Members: $221

Having a creative idea isn’t enough. Learn how to sell your idea and achieve maximum business potential!

  • Create a brief that inspires your client to act.

  • Understand the difference between creative ideas and building creativity.

  • Define clear evaluation criteria to ensure all of your ideas go above and beyond.



Join Daniel Cherry for this course that outlines the thought processes that inspire and inform business-building ideas; it will identify practical approaches for avoiding mediocrity and achieving the full business potential of any idea; it will also define clear evaluation criteria for ensuring your ideas go beyond ad industry award recognition to full, in-market business success.

What Will You Learn

  • How to create a brief that inspires action

  • How to ensure every business idea is “business-building”

  • How to maximize every creative idea

  • How to evaluate your ideas

  • How to achieve your best business potential

Who Should Attend

  • Anyone in an agency who touches or directs creative outputs or works on an account that demands creativity
  • Mid level to senior account management, strategy and planning, creative director, production, technology job titles
  • Anyone who wants to improve the business results their ideas have in the market

Course Description

Advertising agencies are in the business of commercial creativity. Simply having a great idea is not enough. The ideas we sell to our clients have to deliver concrete, tangible business results...or else. In short, they must be solutions. Great Business solutions come from Experience Over Theory.
Daniel Cherry has that experience, having lived on both sides of the creative brief (as both client and agency leadership) and will share lessons he has learned in the pursuit of great creative solutions that lead to business success.

This course is designed to help you take your creative ideas and sell them to clients in such a way that you’re both solving problems and adding value. You’ll learn to brainstorm creative ideas that are both exciting and business-building - the perfect combination.

About the Thought Leader


Daniel Cherry III is currently the Chief Marketing Officer for the three-time Stanley Cup Champion New Jersey Devils and the Prudential Center entertainment complex. Prior to this he was: Senior Vice President of Marketing and Vice President of Consumer Planning & Research at DIAGEO N.A.; Chief Marketing Officer of the legendary soccer club The New York Cosmos made famous by global soccer icon Pelé. Daniel also worked at some of the most highly regarded creative agencies including: Managing Partner & Director of Brand Strategy at Anomaly. Wieden+Kennedy where he led strategy on Nike, the Jordan Brand, and ESPN. He also worked in his early days at Crispin Porter + Bogusky. Daniel also played a critical role in the development of the anti-tobacco “” brand, a campaign that has grown to be the most successful teen anti-smoking effort in history.

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