The Science Behind the Creative

The Scottish Marketing Network provide a platform for like-minded people to engage, share ideas and support one another.
About this Event

Our Speakers:

Alan Black: Managing Director & Creative Director at BlackAd https://www.linkedin.com/in/alanblackad/

Scott Docherty: Director & Digital Creator at HawkAye

https://www.linkedin.com/in/scottdocherty1/

The Science Behind the Creative

Great content is a craft. At our next event, we'll be talking about what actually goes into content that performs.

Scott breaks down the visual and structural side: how hooks are engineered, what the algorithm actually rewards, and how a repeatable system is what makes content compound over time.

Alan brings the written craft: how brand voice and copy are built with the same rigour. He will take examples from some of the Scotch whisky brand work he has created and show us what goes behind this.

Together, they'll cover the full creative process, visual and written, structure and story, with the practical, research-backed thinking behind it. Expect real examples, real data, and takeaways you can put to work immediately. This isn't an AI talk — it's what separates content that gets noticed from content that doesn't.