We would recommend that the Marketing, Media and Comms teams in particular should seek a fundamental understanding of advertising principles within your organisation.

Applying the learning as a team will encourage the implementation of a shared language and common culture. It is relevant for all levels of seniority throughout your business.

The core role of the course is to develop an increased confidence in how to create and implement great advertising within your business. This is achieved through recognising and developing a deep understanding of the principles behind great advertising:

• Understand the importance of the two schools of advertising and explore the implications for creative style
• Develop an understanding of advertising psychology, specifically about the two types of attention, broad and narrow, and their relationship with creativity
• Exploration of both the creative and digital revolution and the impact and learnings for advertising today 
• Increased understanding of how to connect with your audience through human emotion 
• Deeper understanding and exploration of the creative process

The next cohort will launch in May 11, 2026. You can sign up for the course HERE.

Access to the course material will remain available for participants for up to 6 months.

Once you have registered and confirmed your place, you will have access to the site and your e-learning platform.

Once the cohort starts, the material will be released on a weekly basis.

No more than 2 hours per week.

The sessions include a 45-minute masterclass from Orlando interspersed with fascinating insights from guest speakers throughout. It is up to you how much of the supporting material you choose to read/ watch/ listen to.

The course is designed to be fun and engaging at its core. Orlando will also respond to questions throughout the course and release FAQs recordings throughout the duration of the course.