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Start Your Creative Strategy Career.
“Not only does the boot camp give you direct introduction and access to the best heads of strategy at pretty much every creative agency worth its salt, but it also provides you with every tool, framework, and research paper you need in order to understand account planning or strategy.”
Vince Usher, Planner, Clemenger BBDO
LEARN BY DOING
In 12 mind-expanding weeks you’ll learn to understand and analyze data, develop insights and write creative briefs. You and your team partner will work on live client briefs and develop campaigns, products and marketing strategies based on your insights.
EACH WEEK YOU’LL GO TO SCHOOL IN A DIFFERENT AGENCY.
A dozen planning directors from top agencies like DDB, M&C Saatchi, Ogilvy take you different aspects of strategic planning. Add: Scroll down to see the topics.
IN THE FINAL WEEK OF THE BOOT CAMP VISIT A VARIETY OF AGENCIES AND MEET WITH STRATEGY DIRECTORS
Learn first-hand the different types of creative and planning environments and expand your network of contacts.
Please note, we are now taking applications for the spring quarter, and expressions of interest for autumn quarters: spring quarter (September – December) and autumn/late summer quarter (March to June).
2020 Spring Quarter
Classes start 21 September – Classes end 3 December
2021 Autumn Quarter
Classes start 22 March – Classes end 3 June.
2021 Spring Quarter
Classes start 20 September – Classes end 2 December
We recommend that applications from international Students who want to attend face to face classes are received 2-3 months before the start of the boot camp to allow you sufficient time to obtain your visa.
The application deadline is six weeks prior to the start of classes. Please see our FAQs for application deadlines and the school calendar.
This boot camp is a condensed program with four weekly classes in the evenings plus one ideation workshop on a Saturday.
In the last week you’ll be exposed one-on-one to several advertising/marketing company representatives in both interview and critique sessions. The representatives will, at the same time, inform you of their company’s philosophy, culture and give insight into their planning department. Students are expected to modify their presentation from their advice and counsel.
Certificate & Job Placement Assistance
This is a twelve week diploma program with the primary purpose of assisting students in developing the skills for a planning or strategy position in an advertising agency or a marketing company.
Graduates have the opportunity for interviews with several potential employers. Miami Ad School also supplies graduates with job leads throughout their career.
Tuition & Materials
Tuition is AUD$5,940 for the 12-week program.
All students must have:
A laptop computer with CD-R or DVD-R
A standard complement of computer software including but not limited to Creative Cloud ((look out for Student specials)
A smartphone with video function
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Strategic Planning Courses in Sydney
COURSES THAT HAVE YOU CREATE WORK YOU NEVER KNOW YOU COULD DO
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.
Apply brainstorming techniques, learn conceptual and copy writing skills and create original content. Become skilled at writing for various media platforms; create visual content build your own professional portfolio. Write copy that exploits the narrative potential of each media environment. Create a professional portfolio for your scripts, visual content and the campaigns developed in The Pitch class.
Understanding the Business Problem
Learn about strategic development through research and the need to identify the target audience and insights above all. What is creative planning and why does it exist? What is the role of this discipline within an agency and how does it work with creative, account management and media?
Briefing is the tool to unleashing the creative forces of the art director/copywriter team and the creative director. How to inform, and more importantly, to inspire. Learn how to write a good brief, discriminate between good and bad briefs, and present it well.
Brand Strategy & Insights
A relationship between a brand and its consumers is experienced through many channels: advertising, web sites, service experience, product design, word of mouth, distribution experience, etc. Learn how to define what a brand is, its worth, ideas and values, and how communication of that information can be manifested through all these channels.
Analyse an ailing Brand
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.
Understanding the current Media Landscape
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.
Compelling Data Stories
Unlock the power of data and insight to confidently make and defend critical decisions using the results of data analysis. Learn about key data tools used, interesting and convincing ways to tell stories and sell in strategies.
Discuss the art and background of qualitative research, projective techniques, when and how to use them. 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.
Social Media Strategies
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.
With some much time and effort going into developing your work, it would be a massive shame to let it go to waste with poor delivery. Understand how to present your work to maximise the impact with your clients, leaving them engaged and excited about the work that lies ahead. The session will include: starting with the end in mind; planning your delivery to maximise the impact of key messages; building client confidence in you and your ideas; and best-practise delivery techniques and tips to keep your audience engaged and attentive.
Human Experience Design
As creative strategists we need to be trained to think about a number of different constraints at once: what is feasible; what is desirable, and what is viable. Service design is the design of internal and customer-facing activities needed to deliver a service. Find out about the fundamentals of design thinking and how to create customer experience; the thought processes and methods in which agencies and their planners uncover the strategic insight that will guide the brand’s vision, positioning and creative strategy.
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.
Your chance to get feedback on your case studies and integrate suggestions to present your best work. Present your work in a job interview setting.