Account Planning Program Details.

  • Program Description
  • Tuition
  • Materials and Supplies
  • Program Details
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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 creative 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 your instructor will be a different strategic expert. A dozen planning directors from top agencies like Clemenger BBDO, DDB, JWT, McCann, M&C Saatchi, The Monkeys and Google take you through workshops that cover different aspects of creative planning.

Creative directors will introduce you to the methods of idea generation, and digital experts will teach you a range of basic skills to create, execute and present campaigns. Small classes allow for regular feedback that will help you build a professional planning portfolio.

AUD $5,500 total tuition cost including GST.

All students must have:

  •  Apple Macintosh Airport-equipped notebook computer with CD-R or DVD-R (approximately $1,100-1800)
  • A standard complement of computer software including but not limited to Creative Cloud ((look out for Student specials), iWork and iLife
  •  Digital SLR camera with adjustable settings and HD video (approximately $500-2000) or a smartphone with video function ($400-1000).

*Additional anticipated supplies cost is $100-$350

The account planning boot camp is a condensed 11 - week program. Account planning students take 5 lecture/critique/demonstration classes each week. Classes are 3 hours long. Small classes allow one on one feedback in each session. This program is a total of 15 total credit hours, 300 clock hours. 

Recent Account Planning Instructors

  • Al Crawford, Executive Planning Director, Clemenger BBDO
  • Andy McCowan, Head of Insight, JWT
  • Iona MacGregor, Chief Strategy Officer, Marcel
  • Keith Newton, Chief Strategy Office, GPY&R
  • Eryl Thomas, Founder & Brand Strategist, Etcetera
  • Ian MacDonald, Strategy Director, McCann
  • Fran Clayton, Chief Strategy Officer, DDB
  • Dominic McCarthy, Head of Qualitative Strategy, The Leading Edge
  • Michael Hogg, Strategic Planning Director, The Monkeys
  • Marcelo Andrado, Digital Strategy Director, Starcom
  • Julia Vargiu, Founder & Principal, New Business Methodologies
  • Darren Woolley, Trinity P3
  • The Future for Brands, Paul Scarf, Founder, Alchemy
  • Aaron Michie, Chief Innovation Officer, The Guardian

The account planning boot camp is a condensed program of 5 classes taught in the evenings and Saturday mornings. 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 winter quarter (July to mid September). Applications are open till 6 weeks before the start.

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.

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.

Placement Assistance:

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.

Start your Career

Join the 7,000 other people who started their career at Miami Ad School.

The
Pitch

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.

Planner
Toolbox

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.

Agency
Exposure

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.

Planning:
An Overview

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.

Understanding
The Issue

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.

Brief Writing
& Briefing

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.

Qualitative
Research

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.

Quantitative
Research

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.

Measuring
Impact

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.

Pitching
New Business

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.

Social & Media
Planning

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.

Landscape
Is Changing

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.

Portfolio
Evaluation

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.

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How to Apply

Step 1 - Download and complete the application.

Step 2 - Schedule a question and answer session.

Step 3 - Show us your creative samples and complete the creative assignments.

Step 4 - Send in your application, creative samples, and application fee.

 

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