ACCOUNT PLANNING

Boot camp for Account Planners

The Boot Camp for Account Planners was developed by leading account planners to fill the specific needs of this essential discipline. 

Crammed into twelve, back-breaking, mind-expanding weeks this Boot Camp takes up to twenty naturally intuitive people and turns them into lean, mean, planning machines.

Challenged by instructors who themselves are practicing planning directors, media experts and creative directors the planning students will spend each week exploring a different advertising problem with strategic and creative approaches. 

Each week a different outstanding account planner takes the students through a topic essential to planning operations in an intensive, hands-on session that fills the next three days.

For the balance of the week the account planning students are teamed with art direction and copywriting students to produce a highly realistic experience that precisely mirrors the real world of ADLAND.

The Pop Culture Lab allows clients to access the cutting-edge creativity of our students, all the while giving those same students valuable real-world experience taking on actual communications problems.

 

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This is a twelve week diploma program with the primary purpose of assisting students in developing the skills that can get them a job as an account planner or junior account planner in an advertising agency or company with a account planning department.

Account Planning students take 6 lecture/critique/demonstration classes each week, each class is 3 hours long. This program is a total of 15 total credit hours, 300 clock hours.

Miami Ad School's Account Planning Boot Camp is perfect for someone who wants to learn the craft from the best people in the business. Plus, it doesn't drone on for two years like some other places. You come out confident and agency ready. And winter in Miami is never a bad thing.

Mark Rukman,
VP, Global Planning Director
Young & Rubicam
Graduate Boot Camp
Account Planners

  • INSTRUCTORS BOOT CAMP FOR Account PLANNERS

    Catrina McAuliffe
    EVP Director Behavioral Planning
    BBDO     Atlanta

    Christopher Owens
    Brand Planning Group Head
    The Richards Group Dallas

    RP Kumar
    SVP, Strategic Planning
    Javelin NY

    Archana Kumar
    EVP, Senior Director
    BBDO     New York

    Mick McCabe
    Chief Strategy Officer
    kirshenbaum bond + partners     NY

    Nancy Jaffe
    Partner, Senior Strategic Planner
    JWT NY

    Marco Vega
    Principal
    The Vidal Partnership NY

    Sveta Srinivasan Doucet
    Head of Strategy
    Profero NY

    Kimberly Curry
    Partner and chief strategist
    seed Portland

    Marta Insua
    VP Strategic Insights
    Alma DDB Miami

    Henry Gomez
    Director of Strategic Insights
    Alma DDB     Miami

    Heidi Hackemer
    Planning Director
    Bartle Bogle Hegarty NY

    Marta LaRock
    Worldwide Planning Director
    Ogilvy & Mather NY

    Eric Pakurar
    Executive Director, Head of Strategy and Integrated Planning
    G2 USA NY

    Erik Hanson
    Brand Strategy Director
    Wieden + Kennedy     NY

    Ilana Bryant
    Strategy Partner
    Special Forces NY

    Kelli Robertson
    Director of Strategy
    AKQA San Francisco

    Beth Fetzer
    SVP, Director of Account Planning
    Draftfcb NY

    Suzanne Szostak
    Team Manager, Strategic Initiatives
    YouTube San Francisco

    Mark Rukman
    VP,Global Planning Director
    Young & Rubicam NY

    Rebecca Brooks
    Partner
    dialogue, Inc. LA

     

    Gareth Kay

    Director of Brand Strategy, Associate Partner
    Goodby, Silverstein and Partners San Francisco

    Cory Pierce
    Planning Director
    ATTIK San Francisco

    Brian Wakabayashi
    Account Planning Director
    McCann Worldgroup San Francisco

    Nathalie Wilson
    President
    Zydeco Design LLC Minneapolis

    Scott Redick
    Director of Strategy
    Heat San Francisco

    Adama Sall, Partner
    Partner, Planning Director
    Ogilvy & Mather NY

    Jonathan Lum
    Senior Strategy Director
    Goodby, Silverstein & Partners San Francisco

  • Pick of the Litter anuual AWARD competition

    Pick of the Litter", the annual Account Planning Awards was started in 1999 by the Boot Camp for Account Planners with the support of the AAAA. The goal of the competition is to recognize the most outstanding thinking being done by planners with less than three years of strategic experience. Each year the new winning case studies are added to the "Pick of the Litter" web site library - a great resource for young planners looking for a little inspiration.

    "The site should provide an inspiration to a new generation of planners, it's a source of information and insight. Like everything Miami Ad School does, well thought out and an asset to the industry."  - Catrina McAuliffe, VP of Brand Planning, Carlson Marketing Group  

    "The 'Pick of the Litter' competition is a great way to highlight new fresh thinking and talent. But, most importantly, it is a great way to remind us all how purity in thinking can impact this business." - Domenico Vitale, Founder, People Ideas and Culture, New York

  • Keys to the Kingdom the Bootcamp experience.

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    Based in New York, Ed leads a group of creative-agency-bred Account Planners at PHD, whose client roster includes TRUTH, Discovery Channel, HBO, Havaianas, TLC, and Hyatt. He joined PHD from NORTH, an agency he co-founded, where he led all strategy and research efforts.

    Previously, as Director of Account Planning for R&R Partners, Ed authored creative strategies for the "What Happens Here, Stays Here" and "Alibi" campaigns on behalf of the Las Vegas Convention and Visitors Authority. While at R&R, he also led strategy efforts for several brands within the Harrah's and MGM / Mirage / Mandalay resort portfolios.

    Prior to joining R&R, Ed worked on the development of media content via Applied Research & Consulting LLC including "Behind the Music" for VH-1 and several video game properties for Activision. Ed began his career at Leo Burnett in Chicago.

    Ed earned a B.A. with honors in psychology and philosophy at Amherst College and has done graduate work in cognitive science. In 1998 he presented his article "On the Circularity of Thought-Based, Metacognitive Theories of Consciousness," to the American Philosophical Association in Washington, D.C., and has also presented papers on applied research in the US, Europe and Asia.