WHO’S AN ACCOUNT PLANNER?
Account 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. Download Program Brochure
BMW Activate the Future
To introduce the world’s first electric car, James Thorpe a MAS grad explored the future of mobility. The ActiveE was designed for people with a pioneer mindset. So James and his team at Kirshenbaum Bond Senecal launched the campaign with a series of documentaries that included the second man on the moon, Buzz Aldrin, the CEO of Virgin Galactic, Google’s VP of Consumer Products and a guy with a jet pack.
There’s nothing worse than a lazy planner. So, when I’m looking for talent that can hit the ground thinking. I’m looking for Boot Campers. I graduated from Miami Ad School’s Bootcamp for Account Planning, have taught there and know that the students are top notch. I’ve hired many and will hire more.CHRISTOPHER OWENS
EVP, Chief Strategy Officer at Leo Burnett
Former SVP, Head of Strategy at DDB Canada
CSO at Zulu Alpha Kilo
Co-Director, Strategic Planning at john st.
Group Planning Director at Crispin Porter & Bogusky Boulder
CSO at Cossette
Associate Director, Strategist at Mirum Canada
Strategic Planning Director at Grip Limited
Digital Strategy Director at The&Partnership Canada
Founder at ThinkingU
SVP Research & Innovation at The Palmerston Group
Chief Insights Officer at Innovation Curation
Things you’ll learn
AN OVERVIEWEverything 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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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..
Our Fall Quarter starts September 6th 2017
Application Deadlines are Aug 15th 2017
HR loves you (and loves us)
Ontario compensates independent businesses anywhere between 70-85% if the employer is covering the cost of tuition, which is $7,500 CAD. Meaning the agency will only be paying $1,125 – $2,250 for 12 weeks of training! This grant is not available to individuals but for businesses hoping to train employees and/or new hires. You can contact firstname.lastname@example.org for a pre filled application or you can connect us with your HR department.
The major advantage of coming to a program like this is the network you create with our faculty and your fellow classmates. Our instructors are strategic planning leaders in the Toronto advertising industry. There will be a different planner each week speaking on the topic of that week whom you are learning from, networking with and getting feedback from. In addition to the weekly courses, you will be exposed to industry leaders outside the strategic planning discipline, from tech to improv. Course work, as well as the live client brief you will pitch for, will provide you with real-world experience in a condensed 12-week boot camp setting.
Applicants must have a degree or diploma related to advertising, marketing or communications, as well as a minimum of 1 year of work experience in an agency or marketing communications firm. If you need help determining whether you meet the minimum requirements, please send our admissions director, Muneet, a copy of your resume with job descriptions and time periods. The number of applicants varies from year to year, but the program is capped at 20 students to ensure a high quality experience.
One letter of recommendation from professional or academic references.
Respond to the Account Planners’ Assignment questions (1-10). Take your time with each of the items below and let your creative side hatch out!
Application fee of $100
- Miami Ad School enrolment contract. (Email Muneet@Miamiadschool.com for the contract)
- Two valid forms of ID.
- Copy of the highest diploma achieved or official transcripts from the school you last attended.
The bootcamp program is a condensed 12 week certificate. As many students are working, classes will be held mainly evenings and weekends to accommodate both students and industry working professionals. The summer quarter Strategy & Planning Bootcamp will run from September 2017 – November 2017, with 3-5 classes per week that are 3 hours each. It is structured as evenings and weekends so that someone working is able to complete the 12 weeks without leaving their job. Tuition for the 12 weeks is $7,500 CAD.
6 ways we prepare you for a career as a Strategist & Account Planner.
No tests. No text books. Just do it.
Work with Fortune 500 brands while you’re still in school.
No professors. Instead be mentored by ad agency professionals.
Develop a global perspective with our pool of international speakers.
Win awards that will help you get a job.
Graduate with a smartphone full of industry connections