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IPA Seminar — How to Motivate Creative People (Including Yourself)

Sunshine bursting through clouds

Photo by JeffBelmonte

On 24 April I’m running a half day seminar for members of The Institute of Practitioners in Advertising, about How to Motivate Creative People (Including Yourself).

Here are the details:

How to Motivate Creative People (Including Yourself)

A practical seminar to help you get inside the heads of creative workers and bring out their best work.

Objectives / Benefits

  • Understand how motivation affects performance – especially creativity
  • Use non-monetary motivations to get the best out of people on a limited budget
  • Turn problems into inspiring challenges
  • Get better work out of creative people
  • Avoid (inadvertently) crushing people’s motivation and harming performance
  • Use rewards effectively
  • Understand and influence many different types of people
  • Facilitate better team collaboration
  • Adjust your approach according to how the recession affects your agency


  • What makes creative people tick
  • Why motivation is crucial to performance
  • Why offering rewards can sometimes harm performance
  • The 4 most powerful types of motivation
  • Practical ways to use each type of motivation
  • Which motivations to use in the best/worst case recession scenarios
  • What Iggy Pop can teach you about management
  • How to write 47 novels before breakfast
  • Why some people seem so weird – and how to deal with them
  • The positive side of peer pressure

Who should attend

Managers, creative directors, account managers – and anyone else charged with facilitating outstanding performance.

What People Say About the E-book – How to Motivate Creative People (Including Yourself)

“If you’re a creative director like me, it’s a must-read.”
Tim Siedell, Fusebox

“The kind of reading that should be required for new supervisors as well as those in the creative professions.”
Steve Roesler, Roesler Consulting Group

Mark McGuinness is a coach and trainer specialising in work with creative professionals and creative industries companies. He writes two popular blogs about creative business: www.wishfulthinking.co.uk and www.lateralaction.com.

Please note — the seminar is open to IPA members only.

To book your place(s): Login to the IPA CPD Zone. Once logged in, click on ‘Training Courses’, then ‘Friday Morning Energisers’ – my session is on 24 April.

Non-IPA members — if you are interested in booking a seminar on this topic for your organisation, please e-mail me or call me on 01707 644 665 for a confidential discussion about your needs.


  1. A handy semiar especially in times of such bad economic headlines

  2. Thanks Nick, glad you think so.

  3. WOW! I got modivated just reading this! This is a great idea! It will help alot of people. thanks jacque

  4. My pleasure! Thanks for the feedback.