Thinking differently is the ultimate competitive advantage
By Sharon Edmondston, National Co-Head, AWARD School
As a Group Creative Director with over two decades in the ad industry, I've witnessed firsthand the transformative power of human creativity. Leading campaigns for brands like Lexus, Samsung, and McDonald's has reinforced my belief that while technology evolves, it's unique human insights and storytelling that truly resonate.
In leading AWARD School in 2025, Scott Dettrick and I aim to deepen our commitment to nurturing this human creativity among emerging talent. As one of the most respected creative training programs in the Asia-Pacific, AWARD School has been honing lateral thinking for over four decades—and its mission has never been more relevant than it is today.
Our 12-week program challenges students to think differently and solve problems creatively, emphasising raw, unfiltered originality. In a landscape increasingly driven by algorithmic content, our graduates' focus on pure ideation and mastering human connection to resonate emotionally with audiences sets them apart.
The diversity of our students—from aspiring art directors and writers to senior marketers and entrepreneurs—reflects the growing demand for creativity across industries. Graduates like Helen King, Creative Director at Adidas Amsterdam, Ben Clare, Executive Creative Director at We Are Social, and the likes of David Droga, Leo Premutico and Kim Pick credit the program for kickstarting their creative journeys. Many now return as mentors, fueling AWARD School’s dynamic feedback culture with insights that sharpen skills for the fast-changing world of commercial creativity.
In 2020, we expanded our reach with an online offering, reflecting the international demand for ideation training. This move has allowed us to shape a generation of creative thinkers, even across leadership, marketing and strategy, who are prepared to tackle complex global challenges.
Data may inform decisions, and AI may enhance productivity—but original ideas, powered by human ingenuity, remain the force that moves culture, shapes brands, and solves real-world problems.
For anyone looking to sharpen their creative edge and open doors to new opportunities, AWARD School offers more than just training—it delivers a transformative experience that keeps the power of human creativity at the forefront of progress.
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AWARD School’s Virtual Info Night takes place on Tues 4 February—giving everyone who attends a two-day headstart on their 2025 application. Learn more about this year’s course and get expert tips on how to craft a winning submission. Register here: https://bit.ly/3O3Ne2o
