Along with three other representatives from the DDFH&B group, I recently attended this year’s JWT Craft Skills in Dubai, UAE. JWT Craft Skills is a six-day programme of lessons and groupwork designed to give young people within the group an opportunity to step outside of our day-to-day roles, and take a look at how we work – and how we could work better.

At the start of the week we were given a live JWT Dubai client brief and split into six groups. Using our experience and the knowledge we’d gained throughout the week’s lessons, we delivered our response to the brief in a pitch against the other five groups on the last day.

Lessons covered an array of topics, and the three I found to be of most interest were ‘The Meyers-Briggs Personality Indicator’ with Kate Bruges, Co-Director of Talent; ‘The Creative Brief’ with Global Planning Director, Shekhar Deshpande and ‘Storytelling’ with Laura Sammarco, Planner (all JWT London). Here are my key out takes from each:


with Kate Bruges, JWT Co-Director of Talent

Having answered the Meyers-Briggs questionnaire you end up with one of sixteen personality types, representing where your natural tendencies sit across four pairs of ‘personality preferences’; extroversion/introversion, sensing/intuition, thinking/feeling and judging/perceiving.

This session really highlighted in black and white the spectrum of personalities that we can work with, and how differently each of these personalities may approach a task, present or receive information and make decisions.

Having a greater appreciation of the different personality types and preferences will help us in building better internal and client relationships, and also highlighted for each of us some areas for improvement. As Kate said “your Meyers-Briggs objective is to develop those personality attributes which don’t come as naturally to you.”


with Shekhar Deshpande, JWT Global Planning Director

The creative brief is one of the more challenging aspects of our job and one we were all keen to discuss at Craft Skills. Shekhar took us through the JWT creative brief in detail, and shared some hints and tips to help shape our briefs.

  • When looking at a blank page, use your ‘cheat sheet’: GET. TO. BY. to inform your brief.
    // Get = who.
    // To = what: what to we want them to do?
    // By = how: what’s our strategy
  • Only include information that’s relevant to the creative team.
  • Be SPECIFIC in WHAT you’re asking, and FLEXIBLE in HOW it should be done.



with Laura Sammarco, JWT Planner

Laura’s session focused on the presentation decks or slides that we use to take our clients through concepts and/or creative. Quite often, there’s a lot of material included in these decks, and it can be challenging to ensure we’re bringing the client or ‘audience’ on the journey with us throughout the presentation. Laura discussed how creating ‘stories’ of your presentations is much more impactful, and helps leave the audience with the messages we set out to get across. In order to do this, Laura identified three key questions we should ask of our presentation in order to help us create good stories in them:

  • Do I believe it? Data, evidence of research, conviction.
  • Do I care? Bringing the audience on the journey with us.
  • Will I go on believing? Create ‘sticky moments’ in your presentation – stats/stories/moments that will make your presentation more memorable.

JWT Craft Skills was a great experience – we got the opportunity to learn and share many different approaches to our work, and did so in an environment filled with people just as passionate about the work as we are. It was also great to see that much of the international best practice shared with us at Craft Skills is already part of our day to day approach at RMG. Now back to work…




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