Strategic planners are logical, creative, inquisitive and intuitive. Planners find insight through research to help demystify the consumer. After conducting focus groups, man-on-the-street interviews and surveys, an account planner takes that info and pulls it apart into a million pieces. Then they put it all back together writing a brief the creatives can use to concept ideas. At the end, their direction results in a campaign that hits the target market and is not only funny, wistful or entertaining but is strategically sound and solves the client’s problem. Select a city (look left) to learn strategy in our account planning courses and for more details on the program.
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Become an Account Planner
Join the 7,000 other people who started their career at Miami Ad School.
Interviews, focus groups, online surveys are just some tools you use to gain consumer insight, build your brief and find that one piece of research that brings it all together.
Now you know who you’re targeting, you need to figure out how to get to them. Develop a strategy that will help your creative team hit that target.
You cross your T’s and dot your I’s; creatives want to know if those T’s and I’s are serif or sans serif. Learn how to work with your team and keep everyone “on brief”.
In our boot camp you will have presentations every week and work with a real client. You will be a pro at delivering your message in a clear, concise manner.