The document discusses developing flexible and creative thinking skills. It emphasizes that creativity is fundamental and provides an expanded toolbox. It encourages seizing opportunities to reveal and transform brands through strategic and tactical creativity. Some key points mentioned include focusing on less waste, being alert to new opportunities, having creative heroes, communicating through brands and memes, believing in success, and being magnificent.

1. The Creative spark

12. Flexible thinking around beautiful questions to add value Creativity a definition

13. ‘ Public Relations’

14. #1 The fundamental of communications

15. The Wensleydale Creamery #2 Be alert to new opportunities

16. #3 Have creative heroes

18. #5 You are a master of ‘Spin’

19. #6 You communicate through brands

20. Brand element - Icons

21. Brand element - Values

23. # 7 You communicate through memes

25. #8 Every negative is a positive opportunity

27. # 9 Believe in your success

28. #9 ½ …and close the gate

29. Be Magnificent!