Graduate with a portfolio of case studies to show your future employer you can build brands and content. Learn by doing. In 11 mind-expanding weeks you’ll learn to understand and analyze data, develop insights and write create briefs, create concepts and content with your creative partner. You will work in teams to develop campaigns based on your insights. The Boot Camp culminates with a real project presented pitch-style to the client.
Each week a different strategic expert will take you through different aspects of account planning. Our planning directors come from top agencies like DDB, McCann, M&C Saatchi & Saatchi, AJF Partners, Clemenger BBDO, JWT, The Leading Edge, Marcel and Y&R . Each week, senior creatives will introduce you to the basics of idea generation, idea presentation and video creation. You and your creative partner will develop and pitch campaigns based on briefs. Your teachers will provide regular feedback and help you build your creative planning portfolio.
In the final week of the Boot Camp you’ll visit a variety of agencies and meet with planning directors. See first hand the different types of planning & creative environments. You’ll meet the people and increase your network of industry contacts.
AUD $5,500 total tuition cost including GST.
All students must have:
*Additional anticipated supplies cost is $100-$350
The account planning boot camp is a condensed program of 5 classes taught after hours. At the end of the account planning boot camp, students will visit some of the agencies and learn about the company’s philosophy, culture and receive insights into their planning department. Students are expected to modify their presentation from their advice and counsel.
The account planning boot camp is held in Sydney during the (Australian) summer quarter (January to mid-March) and the autumn quarter (April to mid June).
This is a eleven week 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 an account planning department.
Our courses are not yet accredited in Australia. Under Australian law we cannot award a higher education award. You will receive a Certificate of Completion, a transcript of grades and leave with a professional portfolio. To qualify for a completion certificate, all students must meet the academic requirement: The student must complete all required units and attain the designated number of hours in their program of study.
Graduates have the opportunity to attend portfolio review and interview with multiple agencies. Miami Ad School also supplies graduates with job leads throughout their career.
Recent Account Planning Instructors
The account planning boot camp is a 11 week program.
Account planning students take 5 lecture/critique/demonstration classes each week. Each class is 3 hours long.
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Throughout the quarter, planners will have the opportunity to work with several different art director/copywriter teams to develop ad concepts from a brief developed by the account planner. Develop the variety of skills you need to work with creatives.
Planning students reverse roles and learn to think and concept like art directors and copywriters. You also have workshops on a wide variety of brainstorming techniques, video editing, portfolio building, writing case studies, and improv to help with presentation skills.
This week is an intensive experience in which you will go from door-to-door visiting ad agencies and design firms to experience their philosophy and culture to gain insight into their planning department. You will also meet the people who work there for interview and critique sessions.
Everything you need to know about the evolution of account planning from its birth in the 60s to present day and how the role works within an agency with the other disciplines. You will also learn about strategic development through research and the need to identify the target audience above all.
A planner’s first job is to ask the right questions. Winning strategies come from rigorous consumer/market analysis. Examine the role of desk and ad hoc research while learning how to develop the six-step sequence strategic foundation. Define the role of advertising and which models apply.
Briefing is the tool to unleashing the creative forces of the art director/copywriter team and the creative director. The briefing must inform, but more importantly the briefing must inspire. Learn how to write a good brief, discriminate between good and bad briefs, and present a brief well.
Begin by discussing the art and background of qualitative research. Explore developing strategy, knowing your target and exploring a hot issue. Learn how to speak with the right people, the “design” of groups, problem solving, moderating, how to probe and how to debrief.
Success depends upon marshaling existing information and data and critically transforming it into knowledge and insight. Discuss the planner’s typical path that follows existing research audit, client, agency and third party sources, and proprietary invention of New Knowledge.
Analyze conventional and unconventional ways of effectiveness and create systems that translate campaigns into measurable business value. Learn how analytics professionals capture data and signals generated by paid, owned and earned activity in order to inform, evaluate and optimize campaigns.
It’s time to present your strategy and creative to the client and a panel of other advertising professionals with your art director and copywriter team. Past clients have included: Nike, American Express, FedEx, Yahoo!, Old Navy, Mini, Wendy’s, Dairy Queen, Starbucks and YouTube.
The media landscape is growing exponentially and understanding its vast potential is essential when evaluating “conversational marketing” for inclusion in the marketing campaign. Understand the anthropological and marketing points of view to exploit the medium.
Business today is dominated by one word—change. As strategists, planners must learn to be fluent in how change affects business. Planners must be proficient in the communication tools required to handle the evolving market; they must inspire to create solutions that simplify and provoke.
Each planner will present their portfolio case studies to a planning director in a job interview setting. The planners will receive feedback and a grade based on the content in their portfolio and their ability to present their work during the interview.