This course introduces the art and science of persuasion: creative concepts. It outlines the criteria of effective creative communication, the techniques and creative process involved and how to generate ideas from brief to creative strategy. It gives students an overview of the creative department in creative bureaus. Students will also analyse the creative strategies of awarded campaigns to uncover the secrets of effective communication. Learning will be emphasised through participating in real world competition, practical class exercises and projects. Upon completion, students will be able to identify good creative ideas and devise visual strategies and creative concept to solve problems in the marketplace.