Looking into the Mind of a Strategist - Miami Ad School

LOOKING INTO
THE MIND OF A STRATEGIST

15

AUGUST, 2017

Written by Terra Boake
Photographs by Andrew Pieroni

The Mind of a Strategist event hosted not only creatives, but expert strategists with each of them sharing a different perspective on the industry. From what they love about one another, to what they hate – we learned exactly what it takes to become a leading strategist creatives love to work with. With the ever-changing agency landscape, it is more and more important for strategists and creatives to not only work together, but to understand and feed off of each others strengths. That’s why we chose 2 top-notch strategists and 2 high level creatives to show us how collaboration can foster highly successful results!

The Panelists (left to right): Niall Kelly, Stefan Gerard, Denise Rossetto, Sean McDonald.

Photograph by Andrew Pieroni

Sharing their experiences, words of wisdom and advice to both creatives and strategists alike, the panelists described the importance of collaboration and the immense success that can result from a strategist and a creative working together in unison. These suggestions were helpful not only for our attendees, but for Miami Ad School as well – that’s why we’ve taken their guidance and advice into consideration for our next two bootcamps in September! We plan on running both the Strategy & Planning and Social Media Bootcamps simultaneously in order to simulate a real agency with strategists and creatives working together.

Miami Ad School Toronto would like to thank our panelists for an impressive and influential event! We look forward to hosting many more and becoming a home for innovative, provocative and creative thinking! See more of the panelist’s advice below!

Niall Kelly

Partner, Creative
Conflict Advertising Inc.

Denise Rossetto

Chief Creative Officer
BBDO

Sean McDonald

Managing Partner, Strategy
Rethink

Stefan Gerard

Chief Strategy Officer
Bensimon Byrne

“as Strategists you may not realize what an amazing and powerful impact you might have.”

“strategists are the chief
problem solver and then the creative instigator.”

“strategy is structuring
the thinking for whomever/whatever
audience it is.”

“a good strategist will be
a culture junkie.”

“strategists keep the big picture alive.”

“as Strategists you may not realize what an amazing and powerful impact you might have.”

“strategists are the chief
problem solver and then the creative instigator.”

“strategy is structuring
the thinking for whomever/whatever
audience it is.”

“a good strategist will be
a culture junkie.”

“strategists keep the big picture alive.”

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Confessions of a
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1 in 6 Canadians capable of getting pregnant will

1 in 6 Canadians capable of getting pregnant will get an abortion in their lifetime. Yet, even though it is not illegal to get an abortion in Canada, the court of public opinion has led us to believe otherwise for far too long.
So, how can we destigmatize abortion and give it the rebrand it deserves?
Miami Ad School Toronto students noticed that pharmacies are where Canadians go to get their basic healthcare needs met including purchasing contraception. So they decided to meet Canadians where they’re at and rebrand abortion, putting it right in the center of our healthcare system: on the shelf, and picked up a D&AD Wood Pencil along the way.
Copywriters: Amy McIntosh, Rachel Taylor
Art Directors: Qudsiya Jabeen, Kailin Zhang

When it comes to ideas, the bolder the better! ⚡

When it comes to ideas, the bolder the better! ⚡️

Coffee grounds are 28x a worse pollutant than carb

Coffee grounds are 28x a worse pollutant than carbon dioxide. Unfortunately, the world throws out 18M tons of it every year.
Three Miami Ad School students from three different campuses, Sarah Bahsali, Maria Sherpe and Rafter Maguiat, came together to help Nespresso do something about it. They created the Coffee Brick—a sustainable construction material made with coffee waste.The innovation would be launched in Colombia—home of Nespresso farmers—where disaster struck with Hurricane Julia. Coffee Bricks could be used to rebuild the country's destroyed villages and communities.
This idea took home two awards at Young Ones ADC, as well as the Andy’s, Applied Arts, and New York Festivals.

Vinay Parmar wants young creatives to be audacious

Vinay Parmar wants young creatives to be audacious with their ideas. He believes in creeping the work of your peers and that taking breaks is exactly what your brain needs sometimes to let the good ideas flow.
As a creative director at Zula Alpha Kilo, and judge at the LIA’s, Vinay has been creating work at the leading edge of culture for over 10 years, like his project Unmask the Scam, which used a deep fake Keanu Reeves to call attention to scammers. He works with our students to develop their portfolios, and pushes their work to keep up with culture and stand out from the rest.

Last month, our very own Qudsiya Jabeen was recogn

Last month, our very own Qudsiya Jabeen was recognized as the Toronto Portfolio Night All-Star by the One Show!
Portfolio Night is a fast-paced evening of advice, networking and recruitment that takes place in a long list of cities across the world. Its goal is to help the next generation of creative talent enter the industry.
This year’s Portfolio Night All-Stars participated in teams in a weeklong virtual program in July on a brief from Uber, attending seminars and recruiting sessions throughout the week. Teams presented at the end of the week, and the winning team will be flown to New York in September courtesy of The One Club!

Your favourite portfolio mentors, Gerardo and Jess

Your favourite portfolio mentors, Gerardo and Jesse, are back with tips on how to make your portfolio a ✨great✨ portfolio.

After you’ve concepted your idea, how do you bri

After you’ve concepted your idea, how do you bring it to life?
It’s all in the details. Illustrators, photographers, directors, and typographers, to name a few, can elevate the work to new levels.
When it comes to sweating the details, artists like Jessica Hische are who you turn to. The American letterer has worked with everyone from Wes Anderson to MailChimp, and gives “expertise in the Pen tool” new meaning.
Who are your favourite typographers and letterers?

Looks like these three need to brush up on their F

Looks like these three need to brush up on their French! Congratulations to these M.AD Toronto grads who won gold at the Young Lions Competition and will be representing Canada in Cannes, France this June.
Competitors in Print and Digital were given 24 hours to develop an ad that drives awareness and support for the Nature Conservancy of Canada among a younger demographic. The goal is to build the community: add 500,000 new supporters by 2030.
Shawn Weidman and Jaclyn McConnell won gold in the Print category, while Andronicus Wu and his partner Jon Dawe took home gold in Digital.
Congratulations and best of luck in France!

Learn from Creative Director and M. AD Toronto Men

Learn from Creative Director and M. AD Toronto Mentor Linda Carte about where she draws inspiration, what her favourite creative project to date is, and which is her favourite TikTok account.. so far.
https://shorturl.at/grFNZ

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We are the Toronto chapter of Miami Ad School, the world's most awarded advertising school.

info@adschool.ca
647 972 9129

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