Courses - Account Planning
Offered in Miami
WEEK 1 ACCOUNT PLANNING: AN OVERVIEW
Survey the development, role and status of account planning. Why it exists, how it works
WEEK 2 UNDERSTANDING THE ISSUE
Figure out what the key issue is that the brand in question is facing. Is it an issue that can be solved by advertising? A planner’s first job is to ask the right questions.
WEEK 3 THE CREATIVE BRIEF AND BRIEFING
Learn to discriminate between good and bad briefs. The brief and briefing process is the pivotal point from analysis of data to the start of creative activity. The brief and briefing must inform and inspire a creative team.
WEEK 4 UNDERSTANDING AN IDEA
Become idea literate. Learn how to have ideas and develop the ideas of others. Differentiate an idea from an execution.
WEEK 5 QUALITATIVE RESEARCH
Focus groups, ethnographies, triads. How to find the right people. How to ask a question and develop a questionnaire.
WEEK 6 QUANTITATIVE RESEARCH
Marshal existing information and critically transform it into knowledge and insight.
WEEK 7 THE MEDIA LANDSCAPE IS CHANGING
Typically brand messages have been communicated via traditional media like television, print, radio and out-of-home. Driven by technology, the nature of the media landscape is changing. We have hundreds of TV channels, thousands of video games, YouTube, social networking sites, et cetera and ad infinitum. With all the media choices, now the consumer is in control. How do we reach them using the right message for the right medium?
WEEK 8 BRAND EXPERIENCE
The relationship between a brand and its consumers is experienced through many channels: advertising, web sites, service experience, product design, word of mouth, distribution, etc. Learn how to define what a brand is, its worth ideas and values and how communication of that information can be manifested through all of these channels.
WEEK 9 EXPLORING NEW BUSINESS
At each Boot Camp the marketing director of a major brand briefs the students on a project. This is the week the planning students and their art director/copywriter teams give their presentations to the client and a panel of other advertising professionals. Past clients have included: Nike, American Express, FedEx, Old Navy, Mini, Wendy’s, and Dairy Queen.
WEEK 10 JUDGING EFFECTIVENESS
Discuss conventional and unconventional way of judging effectiveness, especially in today’s fast changing market. Define the criteria.
WEEK 11 FINAL REVIEW
The account planning students are required to present their body of work from the program to a leading account planner. This final review is a pass or fail crucible for the account planning program.
WEEK 12 AGENCY EXPOSURE
During the final week of the Boot Camp students have the opportunity to meet with planning professionals. This event varies in location depending on the interest of the class. It has occurred in Miami, New York, San Francisco and London.
WHAT'S IN IT FOR YOU?
Pippa Seichrist, President of Miami Ad School, explains the benefits of becoming a client in the Boot Camp for Account Planners. The client for the term briefs the students teams on a certain innitiative. These teams are essentially "mini ad agencies" composed of account planners, art directors, copywriters, and digital specialists. The mini-agencies then spend the next 10 weeks generating strategies and ideas for the brand that they present to the client. Clients like working with the School because of the innovative ideas and the multitude of directions the student mini-agencies generate.
Cross your "T" by HEIDI HACKEMER
Senior Planner, Bartle Bogle Hegarty, NY
Strategic director leading the global Google Chrome account at BBH New York, co-founder of Six Items or Less, head barnmaster for the BBH Barn, curator for the Wilhelmine Project, speaker for Hyper Island Master Classes.
The Brand is in the Consumer's Head
SVP Director of Account Planning
PHD Media, Division of Omnicom
Castillo argues, "The Brand is in the consumer's head"
The CONSUMER owns the brand.
The most important ingredient for brand creation is to discover "what's in the consumer's mind that you can take advantage of."
Idea Labs client
Starbucks: Double Shot Brief
North American Coffee Partnership
In the final week of the Account Planning Boot Camp, the sponsoring client returns to review the work of the competing teams and select the winning presentation. In this video, Richard Burjaw, General Manager of the North American Coffee Partnership, and Jim Milligan, President of the Freedom Zone agency, discuss the criteria they used for selecting this year's winner and the experience of working with Miami Ad School teams.
And the winner is... Everyone! The client gets some great ideas, the students gain valuable "real world" experience, and Miami Ad School has another successful Account Planning Boot Camp.
Tips from Instructors: Planning is Key
SVP Planning North America
Javelin is a full-service CRM agency driving value for clients nationwide through strategic leadership, expertise in all forms of addressable media, creative prowess, and an obsession for continuous improvement.
Javelin offers proven direct marketing expertise as well as state-of-the-industry digital capabilities, including a proprietary process – Ripple SolutionsSM – that enables sophisticated and efficient targeting as well as a robust cross-media capacity. Javelin offers particular experience in telco, utilities, healthcare, financial services and other highly regulated categories.