Select a Program
Strategic Account Planning Bootcamp
BECOME A SMART STRATEGIST AND PLANNER
This boot camp was developed by leading planners precisely to meet the specific needs of this industry.
Ten jam-packed, mind-expanding weeks make a maximum of 20 participants from around the world into smart strategists and planners.
With the help of high-caliber lecturers – independent planners, media experts, and creative directors – each week you dig deeper and deeper into the material and are brought up to speed on the topic of account planning. The terms research, brand, insight, and ideas are put under the microscope with you so that they are no longer mysterious – you’ll know them inside out. Strategic approaches, working with creative teams, and presenting to customers thus go hand in hand.
See first hand the different types of planning environments. You’ll meet the people in the strategy departments and increase your network of industry contacts. Graduates of the program receive job-placement assistance.
How long does the boot camp take?
Strategic Account Planning Bootcamp – 3 months (1 quarter)
What is the tuition?
The three-month Strategic Account Planning Bootcamp costs €4500
When does the Bootcamp start?
Starts every year at the first workday in July.
Account Planning Courses in Hamburg
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.