Strategy And Planning

12 Intensive Weeks | 20 Industry Instructors | 2 Live Clients


The first to understand the real problem – you uncover every aspect of a client’s request and transform it into a coherent and realistic brief. Your research and understanding is the bedrock of the campaign strategy that helps identify and decode the target market. You’re an essential part of the team with a clear mind that not many can bring to the table. Download Program Brochure


Globally recognized and the first of its kind in Canada, our fully immersive, 12 week Bootcamp will envelop you in every aspect of strategy and planning. Each module introduces you to an industry professional at the top of their game, coaching you in their area of expertise. Working with live clients, while being mentored by 20 instructors turn you into an expert problem solver. Classes are divided into lectures, portfolio and campaign development, as well as toolboxes, which act as individual workshops to develop specific, directly applicable skills. By the end of the program, you will have strategically developed a portfolio and an impressive pitch for two extraordinary live clients.

Application Deadline is July 1st 2018, Program Begins September 5th 2018

“We’ve worked with top, top, top agencies from around the world, and the quality of work that I saw that you guys put out in the last 2 weeks was quite up there, and you should be really proud of yourselves. That’s the kind of pitch that you can go to a client with.”

Axel Bedikyan

Director of Strategy & Marketing, Cirque du Soleil

Things You’ll Learn


Understand strategy, it’s origins, how it works in the agency and the methods used in strategic development. This is your crash course.

Identifying the issue

Get down to brass tax – examine the brand, figure out the key problem and learn to develop a strategy that will ultimately solve it.

Developing insights

Base your understanding and recommendations on actual facts and develop an insight that nobody can argue with.

Research (qualitative & quantitative)

Qualitative, quantitative, tracking and analytics – learn to use the tools around you and better understand the ones you’ve used in the past.

Brief Writing

Clear and concise, don’t get lost in the noise – learn to write a iron-clad brief that is integral to a successful campaign.

Communications planning

Planning as we know it has changed – bring mediums together in a cohesive, easily digestible plan that a client can actually understand and align with.

Measuring Impact

Put your money where your mouth is and validate the work you’ve done by measuring impact from brand tracking studies to models and systems.


The future is now and clients are demanding more innovative, mind-altering and revolutionary/ visionary ideas that will launch the business to lasting success.

Pitching New Business

This is your opportunity to pitch to live (top-level) clients. Work through the excitement and chaos and put together an integrated campaign that will blow everyone away.

Individual Portfolio Evaluations

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.


  • Anne Sutherland (New Thinking)
  • Google Toolbox
  • Weekly Pitch & Critique
  • The Brand Called You
  • Improv & Standup Comedy
  • Networking
  • Exploring Career Avenues
  • Agency Exposure Visits

Weekly Course Breakdown

Classes commence on September 5th 2018 and run on this weekly schedule until November 25th 2018.

Tuesdays 6-9pm (Alternating Weeks)

Toolbox Classes

Fridays 6-9pm

Main Module Class

Wednesdays 6-9pm

Pitch and Critique Class

Saturdays 10am-1pm

Main Module Class

Thursdays 6-9pm

Portfolio Development

Sundays & Mondays

No Class

Tuesdays 6-9pm (Alternating Weeks)

Toolbox Classes

Wednesdays 6-9pm

Pitch and Critique Class

Thursdays 6-9pm

Portfolio Development

Fridays 6-9pm

Main Module Class

Saturdays 10am-1pm

Main Module Class

Sundays & Mondays

No Class

What You’ll Leave With

2017 Instructors

Strategy Chairperson for Miami Ad School

“As the first of its kind in Canada, the 2016 Strategy & Planning Bootcamp brought a fresh, interactive approach to how our industry teaches and learns strategy. I was thrilled to be a part of our 2016 Bootcamp and as chairperson and program director of our 2017 program, I am inspired by our curriculum this year. We look forward to featuring two more impressive live clients, innovative toolboxes and more opportunities for our bootcamp attendees to gain ground in strategy and planning.”

Jon Daly

Group Planning Director at Anomaly

Jason Chaney

CSO at Cossette

Jason Last

Partner, Strategy at Conflict Creates

Kris Hoet

Chief Innovation Officer at Happiness Anywhere

Steve Miller

SVP, Creative Director at OneMethod

Umar Ghumman

Strategic Planning Director at Mirum Canada

Jeff McCrory

SVP, Chief Strategic Officer at BBDO Canada

Tanya Gregory

Partner at Slice Strategy

Paul Gareau

Senior Vice President at Millward Brown

Richard Fofana

VP Strategy at UM WW

Tahir Ahmad

VP, Group Planning Director at Leo Burnett

Daniel Berkal

SVP Research & Innovation at The Palmerston Group

Anne Sutherland

Founder at thinkingU

Hear it from Our Grads

With 100% placement rate for all program graduates, our first ever bootcamp in Toronto proved to be hugely successful for all those involved. The intense nature of the program pushed attendees beyond their limits to create some of the most innovative and impressive campaigns the client had ever seen – and they were sure to let us know about it.

“The program gave me more confidence in my professional self with the feedback and the team here – it’s boosted my confidence in terms of my career.”

Sonja Socknat
Senior Associate, The Sound HQ Toronto

“If you want to learn how to become a strategist, you should talk to the ones that are really doing it and that’s the beauty of this program”

Yeda Beraldo
Planning Director, Juniper Park TBWA

Wear your seatbelts because it’s an intense 3 month program, they will put you through the ringer – if you survive you’ll become a much better marketer and you’ll be thankful for it.

Aaron Arellano
Junior Strategist, Union

“I’ve taken a lot of the thinking from these amazing instructors and applied it directly into my work as a strategist”

Colin Kikcio
Account Executive, Anomaly

It is very rare to actually learn to write a brief – so having that time to break them apart, re-write them and put them together really helped me become a strong strategist.

Robyn Hutman
Digital Strategic Planner, Ogilvy & Mather

Someone who wants to set themselves apart and bring forth their skills and knowledge and learn how to perform better for their clients and the agency should take this program.

Emily Fraccaro
Account Coordination, McCann Pharmacy Initiative

What You Need to Know

How to get 85% off!
Ontario will compensate independent businesses between 70-85% of tuition costs – meaning you’ll only pay $1350-$2700 for 12 weeks of training! (This grant is only available to businesses training employees – contact for more information).

Tuition for the Strategy & Planning Bootcamp is $9000CDN and is due one week prior to the beginning of classes, as well as a $100 application fee. (For payment plans contact Carri).

Admission Requirements

Applicants are accepted on the basis of an interview, references and an appraisal of their application. You must have prior experience and education in related advertising/marketing fields. Please contact our Admissions Director to see if you are eligible by sending a copy of your most updated resume (or LinkedIn profile). Note: the program is capped at 20 students.

Shoot an email to to learn how to apply.

The Program Starts September 5, 2018

Application Deadline is July 1, 2018

Applications Are Due In:








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