The annual "Pick of the Litter" competition was started in 1999 by Miami Ad School's Boot Camp for Account Planning with the support of the 4A's Account Planning Group. The goal of the competition is to recognize the most outstanding thinking being done by planners with less than three years of strategic experience.
Miami Ad School's Boot Camp for Account Planning was the first planning training program in the United States. The 12-week strategy training program (offered in Miami, New York, San Francisco and soon Atlanta) is a one-of-a-kind opportunity to launch a career in account planning. Each week the instructor is a different strategic expert from the top agencies and companies in the country including: Droga5, Ogilvy, Google, 360i, Big Spaceship, R/GA… Planning students partner with an art direction / copywriting team and work on a live brief and present to the client for real-world experience.
Miami Ad School, which has over 7,000 planning and creative graduates working all over the world, realized that young creatives have a dozen competitions where they can get recognized. Sadly, young planners didn't have a single place to showcase their great ideas. That's how "Pick of the Litter" was born.
"The 'Pick of the Litter' competition is a great way to highlight fresh new thinking and talent. But most importantly, it is a great way to remind us all how purity in thinking can impact this business. It can remind us how powerful a mind can be when it's completely open to anything." - Domenico Vitale, Founder, People Ideas and Culture, New York
Finally, recognition for the new kids in the business. An annual, competition for any planner with less than three years of planning experience, whether they are from a worldwide agency, brand or working as a freelancer.
In a case study of less than 1,500 words you'll need to demonstrate that you understood the issue that the brand faced and develop a point of view and argument that supports it. Explain your imaginatively developed research and articulate the insight that led to your strategic idea. Include your brief that inspired the creative team and the work they created that was clearly derived from your insights.
To get an idea of of the kind of thinking the judges award when selecting the "Pick of the Litter" winner check out the past winning case studies.
"The site should provide an inspiration to a new generation of planners, it's a source of information and insight. Like everything Miami Ad School does, it's well thought out and an asset to the industry." - Catrina McAuliffe, SVP Group Planning Director, EnergyBBDO
The "Pick of the Litter" winner and two runners-up will be honored on stage during the 4A's Jay Chiat Strategy Festival. held in New York during the first week of October.
The winner also presents their winning case study to the attendees and chooses their prize of $1,500 in cold, hard cash -or- a soft, cute, cuddly puppy and a $1,500 donation in their name to the animal rescue organization of their choice.