The Boot Camp for Account Planning was developed by leading planners to fill the specific needs of this essential 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.
Challenged by instructors, who themselves are practicing planning directors, media experts and creative directors, the planning students will spend each week exploring a different advertising problem with strategic and creative approaches.
Each week a different outstanding account planner takes the students through a topic essential to planning operations in an intensive, hands-on session that fills the next three days.
For the remainder of the week the account planning students are teamed with art direction and copywriting students to produce a highly-realistic experience that mirrors real-world experience.
Boot camp instructors have included:
WEEK 1 ACCOUNT 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.
WEEK 2 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.
WEEK 3 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.
WEEK 4 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.
WEEK 5 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.
WEEK 6 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.
WEEK 7 THE 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.
WEEK 8 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.
WEEK 9 PITCHING NEW BUSINESS t’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.
WEEK 10 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.
WEEK 11 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.
WEEK 12 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.