• You will learn to
  • Details
  • Course availability

You will learn to:

  • Understand the differences and similarities between one-to-one and one-to-one-to-millions marketing so you can use each or blend both;
  • Use behaviour change techniques (BCTs) in your approach to writing
  • Write copy that sells
  • Write brand stories that engage emotionally and have the potential to amplify socially
  • Understand the difference between copy, content and brand arts and entertainment
  • Experiment with writing for brand arts and entertainment


5 days (12 CPD hours)

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Course availability

Start Location Member Non-Member Places Left  
10/11/20 London (W1W 8SS) £720.00 £850.00 18 More info
Book Until
9 Nov 20
DMA House
Study Periods
  • 10 November 2020
  • 17 November 2020
  • 24 November 2020
  • 1 December 2020
  • 8 December 2020

NB: Prices above subject to VAT

Course Information

Debi is the course leader and writer in residence at the DMA. She boasts 120 awards for creativity and innovation and has judged the DMA Awards and Cannes Lions, among other shows.

She brings an unorthodox, fun and fast approach to learning. Be warned, this is no lecture hall. Every class is an experiment in writing with, for and around the customer. You'll be writing, reading and appraising the work of your fellow scholars in a safe, inspirational space - it's the best way to grow your own craft.

To help you get the most out of your Future Writers' Labs course, Debi is joined by special guest tutors.

Past students have heard from the head of design at Google, creative directors from Ogilvy and The Hub, head of copy from WDMP, leading behavioural scientists and some of the finest copywriters in the industry.

There are 5 sessions:

  • 1 to 1 vs. 1 to 1 to Millions Communication
  • Art vs. Science of Copywriting
  • Storytelling vs. Selling
  • Copy vs. Content vs. Art
  • You vs. Greatness

A bit like playing golf, participants are competing with themselves. So the class attracts a diverse mix. You should attend this course if you are:

  • A new writer in an agency or in-house creative department who wants to build your confidence and try new approaches, techniques and briefs;
  • A mid-weight writer in an agency or in-house creative department who wants to push your learning and get over the hurdles towards mastery;
  • A senior writer in an agency or in-house creative department who wants to reinvent storytelling, explore how to innovate with media and rediscover what made them become a writer in the first place;
  • A designer or art director who wants to expand their storytelling skills and add to their creative toolkit;
  • A strategist in an agency or a mid to senior client who wants to learn how to use storytelling to better understand your customers and more effectively brief your creatives
  • A client who manages and directs writing and wants to learn how to collaborate to get more effective customer-focused work;
  • A client who finds their workload includes more and more writing and wants to learn how to tackle it with confidence;
  • A client who does a lot of writing already but would love to take that next step towards mastery; or
  • A senior client or agency executive who finally makes time to immerse themselves in writing as a passion they’ve never been able to prioritise.

Debi Bester, Founder & Creativity and Innovation Partner, Department of Change

Debi’s expertise is in leading global businesses across diverse sectors to innovate with, for and around their customers. An evangelist for social creativity, she inspires her clients’ and their customers to collapse the walls, walk in each others’ shoes and co-innovate to deliver transformative change. After a career in global agencies, from McCann to Grey, Ogilvy to Leo's, Debi became the first Innovation Director appointed to the board of a direct and digital agency in London. Today she is Innovation & Creativity Partner of Department of Change, which specialises in brand, experience, product and business innovation for clients like EDF, Fujitsu, EY, the Labour Party and the Conservatives.

Over the years, Debi has won 120 international awards for innovation, creativity, strategy and research, including 9 Golds and the Grand Prix at the DMAs one year. Contact Magazine said of her work “signals how brands must revolutionise the way they communicate with their audiences”. She also shares those revolutionary ideas leading the DMA's Future Writers' Labs, chairing the DMA’s Creative Committee; speaking at Conferences across Europe; judging awards shows from the DMAs to Cannes Lions; lecturing post-grads in business transformation at Cranfield University; unleashing creativity among clients through the School of Change; and championing creativity in the community as a Fellow of the Royal Society of Arts.

London (W1W 8SS)

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To discuss your options, please get in touch with one of our learning and development team:

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