CREATIVE MASTERMIND: How Can You Use Humour to Unlock More Creative Ideas?

“The best ideas come as jokes. Make your thinking as funny as possible.”

This line from David Ogilvy has shaped Tim Reid’s entire career. And, as Tim puts it – there’s a reason behind that.

Tim has his fair share of ‘funny’ experience. He’s an ad agency veteran turned sitcom writer, co-creating shows like Car Share and Meet the Richardsons. And across every part of his career, he’s noticed the same thing – great ideas and great comedy share the same engine: surprising truths.

“We laugh when we see the truth reflected back at us in an unusual or surprising way,” Tim says. “And brilliant ideas do exactly the same.”

In this session, Tim will demonstrate how agencies can use humour to think more creatively – especially at a time when AI is getting faster, cheaper, and harder to ignore.

Because while AI can remix what already exists, it can’t surprise us.

“It’s why you can’t tickle yourself,” says TIm. “You know what’s coming.”

Humans, on the other hand, can look at the world differently, spot unexpected truths, and generate ideas no machine could reach.

You’ll learn how humour fuels originality, how to bring “funny thinking” into idea sessions, and how to use storytelling techniques to sell your ideas more effectively.

Tim will help you bust through that ceiling for bigger ideas, braver thinking, and a creative edge AI can’t replicate.