Boost Your Skills with Advertising Principles Explained

In a world where advertising has become increasingly mechanical, it’s time to return to what truly works: the real human connection. Ready to master the art of persuasion?

EACA is pleased to offer exclusive access to a bespoke cohort of Advertising Principles Explained – an 8-week course designed for those ready to lead the creative revolution. Crafted by Orlando Wood, renowned thought leader and author, and featuring contributions from industry legends like Sir John Hegarty, Trevor Robinson OBE, and Dr Iain McGilchrist, this programme distils the timeless fundamentals of advertising, backed by real evidence and modern insights.

Are you ready to join us? The next members-only cohort begins on 19th May.

Here’s the bespoke cohort timeline:

✔️ A Show Business – Showmanship vs Salesmanship: understanding foundational styles.

✔️ Advertere – The science of attention and its vital role in creativity.

✔️ The Digital Pinch – Finding opportunities for Showmanship in today’s media landscape.

✔️ Creative Revolution – Lessons from Madison Avenue’s golden era.

✔️ Moto e Azione – Connecting emotionally through expression and movement.

✔️ The Fluent Device – Mental shortcuts that make brands memorable.

✔️ Leaving Room for the Mouse – The vital role of humour in storytelling.

✔️ Giving Triumph a Chance – Unlocking imagination and overcoming creative pitfalls.

Whether you’re a new industry entrant or a seasoned CMO, this course will reframe your thinking, reignite your creativity, and sharpen your effectiveness.

Here’s what Maria Kantza, Director General at EDEE/HACA, had to say about the course:

“I had the opportunity to attend the first cohort of APE, and I can actively recommend the course to both agencies and advertisers.

In my experience, APE achieves two critical objectives:

– First, it convincingly demonstrates the greater value of showmanship advertising over salesmanship advertising.

– Second, it organises the principles and techniques of showmanship in an accessible and relevant way for all professionals, regardless of expertise or seniority.

Drawing upon insights from neuroscience, psychology, art history, advertising history, and extensive research, APE offers a persuasive and inspiring framework.

In today’s rapidly evolving world, courses like APE are essential for helping our industry refocus on what truly matters — creativity, clarity, and confidence”

If you want to know more about your benefits as an EACA Member, contact Laure Jolibois before Thursday, 15 May.