The number of ways in which brands can reach consumers is exploding. Few industry people really understand all the different ways consumers can be reached and why a specific message and delivery method might or might not be appropriate for the brand or target market. That's why we've created a program that is a little bit traditional media (to bring you up to speed on what was), a little bit account planning (so you will have the tools to make good strategic decisions), a little bit new media (showing what is now and what will very quickly be) and a little bit brand content/message creation (giving you the opportunity to work with actual creatives).

There will also be a client that will brief you at the beginning of the term on a live assignment. At the end of the term, the client will come back to review your teams ideas and work. Our past clients for the Account Planning Boot Camp have included Wendy’s, FedEx, Amex, Mini, Office Max, Nike and Ford. Disney and HP are the next two clients. The client picks a winning team and that team receives a scholarship.

At the end of the program you'll have a book of case studies you've developed. This is what your grade will be based on. The book will also be a helpful interview tool showing not just where you've worked and gone to school but how you think.

WEEK 1: Media 101
What is media planning? Review basic media concepts and principles. Discuss the role of media planning in relation to account planning and creative development. Highlight the differences between the traditional media-first planning model versus the engagement-based, idea driven planning process.

WEEK 2: From Efficiency to Engagement
When planning where to run advertising, media planners have typically utilized traditional media channels like television, print, radio, newspapers, out-of-home and online. However, the role of today’s media departments is evolving with the emergence of new media that consumers engage with in new ways.

WEEK 3: The Issue that the Brand Faces
Brands can succeed or fail for a multitude of reasons. Before you begin to work, examine the issue the brand faces and determine if it is something that can be solved through advertising, search, reputation management, PR or something totally unrelated.

Luanne Calvert - Creative Director, Google

Melissa Walker - Communication Strategy Director, Lowe NY

Paul Woolmington - Founding Partner, Naked Communications

Joshua Spanier- Director of Communication Strategy, Goodby, Silverstien & Partners

Faris Yacob – Strategist and Digital Ninja, Naked Communications

Ed Castillo  – VP, Director of Strategic Planning, PHD US

Matt Seiler  – CEO, Universal McCann

Xavier Martinez - President, FX Web Agency

Accent Marketing, Coral Gables 
Added Value, Madrid 
AGE, Sao Paulo 
Agency.com, Aventura 
AKQA, San Francisco 
Al Punto Advertising, Inc., Tustin 
Alma DDB, Miami 
Amell Design Collaborative, Georgia 
American Cancer Society, Atlanta
American Heart Association, Dallas  
Ammo Marketing, Chicago 
Anomaly, New York 
Arnold Worldwide, Boston 
Arnold Worldwide, New York
Avance Epsilon, Worldwide Partners,  Guatemala City
Avenue A/Razorfish, New York 
Bandy Carroll Hellige, Indianapolis 
Barkley, Kansas City 
BBDO West Creative Group, San Francisco