Account Planning

boot camp overview

The Boot Camp for Account Planners was developed by leading account planners to fill the specific needs of the 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. Each week a different outstanding account planner takes the students through a topic essential to planning operations in an intensive, three-day, hands-on session. Challenged by instructors who themselves are practicing creative directors, art directors and copywriters, the planning students will spend one a week exploring strategic, creative approaches to advertising problems. For the balance of the week the account planning students are teamed with art direction and copywriting students to produce a highly realistic scenario that precisely mirrors active duty itself. The creative students will execute print ads and TV commercials based on the planning students’ insights, research and creative briefs.

WEEK BY WEEK

THE BOOT CAMP AT A GLANCE

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.

INSTRUCTORS

BOOT CAMP FOR ACCOUNT PLANNERS

Ameila Dunlap - Account Manager, Hall and Partners

Angela Wall - Consultant

Catrina McAuliffe - Director of Brand Planning Senior Partner, Carmichael Lynch

Christopher Owens - Account Planning Group Head, The Richards Group, Dallas, TX

Cory Pierce – Strategic Director, Agency.com

Domenico Vitale - Chief Strategy Officer North America, Lowe Worldwide, New York

Doug Hagge - Owner and Principal Consultant, Mind Over Matter

INSTRUCTORS CONTINUED

Marcus Fischer - Group Planning Director, Carmichael Lynch

Marta LaRock - EVP Strategic Planning, TracyLocke, Wilton, CT

Matt Seiler- Global CEO, Universal McCann

Michael Fanuele - Managing Director, Euro RSCG, New York

Mick McCabe -Chief Strategy Officer, Deutsch, New York

Nick Bartle – Director of Planning, BBDO

PLACEMENT

WHERE OUR PLANNING GRADS WORK

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