London International Awards hands out Scholarship to Sir John Hegarty’s ‘Business of Creativity’ course

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London International Awards hands out Scholarship to Sir John Hegarty’s ‘Business of Creativity’ course

DDB Group New Zealand copywriter Guy Trengrove has won LIA’s random drawing for a placement to Sir John Hegarty’s “The Business of Creativity” online course.


Trengrove has four years of industry experience. Armed with more than three pages of notes from his current virtual coaching with his mentors, Trengrove expressed great excitement and anticipation to learn from Sir John Hegarty’s sessions: “I never thought I’d get the chance to chat with him, let alone learn under him. I can’t thank LIA enough for sending this opportunity my way.”

Upon hearing the news that Trengrove won the random drawing, DDB CCO Gary Steele and DDB group CCO Matty Burton, both echoed the same thought: “This is amazing news!”

This eight-week online course where Sir John Hegarty, creative founder at Saatchi & Saatchi and BBH, unlocks the enormous impact creativity can have on a team is valued at £1500 British Pounds per participant. London International Awards (LIA) seeing the enormous learning value of this programme is offering scholarships to creatives worldwide. In tandem with the on-going Creative LIAisons educational programme to support and give back to the industry, LIA is working with Ad clubs and Media outlets to offer places for them to award to a creative in their region. In addition, LIA held a random drawing to choose two participants from the 2021 and 2022 Creative LIAisons mentees.

Says Terry Savage, chairperson of LIA: “As one of the leading Advertising Awards globally, LIA believes in advancing creativity, learning and thinking at all levels of the industry – and learning about creativity does not come better than with Sir John Hegarty. We at LIA are happy to support this initiative.”

The course will cover pivotal areas such as mastering the brief, how to nurture and assess an idea, encouraging a creative culture, the art of storytelling and how to overcome the fear of a blank page.

The format of this course comprises of four main components: weekly lectures hosted by Sir John, bi-weekly Q&A with Sir John, curated supporting material and eight inspirational weekly guest speakers. The guest speakers will range from business leaders to icons in the world of entertainment – all of whom used creativity as a core driver for their success. The course has been designed to be relevant for all levels of seniority.

Says Barbara Levy, president of LIA: “This is a course that will accelerate the learning curve of creatives. It’s an opportunity of a lifetime to learn from the legends in the business. We know these scholarships will equip participants with the needed tools for that added competitive advantage to win. Not just in business but in their career. We are delighted to award this exclusive scholarship to Guy Trengrove to augment the value of what he has already learnt from his time with Creative LIAisons. It’s just one more way LIA can continue to help future-proof the industry.”

The first cohort of the course launches on 19th September, 2022.