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The Boot Camp for Account Planners was developed by leading account planners to ll the specic needsof the discipline. Crammed into 12 back-breaking, mind-expanding weeks, this Boot Camp takes up to

20 naturally intuitive people and turns them into lean, mean, planning machines. Each week a differentoutstanding account planner takes the students through a topic essential to planning operations in anintensive, three-day, hands-on session. Challenged by instructors who themselves are practicing creativedirectors, art directors and copywriters, the planning students will spend one class a week exploring strategic,

creative approaches to advertising problems. For the remainder of the week the account planning studentsare teamed with art direction and copywriting students to produce a highly realistic scenario that preciselymirrors active duty itself. The creative students will execute print ads, TV commercials and all sorts of new

media ideas based on the planning students insights, research and creative briefs. For those people who makeit through the Boot Camp, they will be as prepared as possible to enter account planning, one of the most

exciting areas of advertising and a discipline that is in great need of well-trained entry-level recruits.

Of course, Boot Camp for Account Planners isnt for everyone. First, youll have to have a naturally intuitivemind. Secondly, you should already have a college degree and some understanding of advertising (it wonthurt if youre already working in media, creative, account management or research). But, youll also have tohave strong determination and be willing to devote your life to the program for 12 weeks and let nothing

stand in your way.

WEEK 1 ACCOUNT PLANNING: AN OVERVIEWSurvey the development, role and status of account planning; why it

exists, how it works.

WEEK 2 UNDERSTANDING THE ISSUEFigure out what the key issue is that the brand in question is facing.Is it an issue that can be solved by advertising? A planners rst job is

to ask the right questions.

WEEK 3 THE CREATIVE BRIEF AND BRIEFINGLearn to discriminate between good and bad briefs. The brief andbrieng process is the pivotal point from analysis of data to the start

of creative activity. The brief and brieng must inform and inspire a

creative team.

WEEK 4 UNDERSTANDING AN IDEABecome idea literate. Learn how to have ideas and develop the ideasof others. Differentiate an idea from an execution.

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WEEK 5 QUALITATIVE RESEARCHFocus groups, ethnographies, triads. How to nd the right people,

and how to ask a question and develop a questionnaire.

WEEK 6 QUANTITATIVE RESEARCH

Marshal existing information and critically transform it intoknowledge and insight.

WEEK 7 THE MEDIA LANDSCAPE IS CHANGINGTypically brand messages have been communicated via traditionalmedia like television, print, radio and out-of-home. Driven bytechnology, the nature of the media landscape is changing. We have

hundreds of TV channels, thousands of video games, YouTube,social networking sites, et cetera and ad innitum. With all the media

choices, the consumer is now in control. How do we reach them

using the right message for the right medium?

WEEK 8 BRAND EXPERIENCEThe relationship between a brand and its consumers isexperienced through many channels: advertising, web sites,service experience, product design, word of mouth, distribution,

etc. Learn how to dene what a brand is, its worth, ideas and values,

and how communication of that information can be manifestedthrough all of these channels.

WEEK 9 EXPLORING NEW BUSINESSAt each Boot Camp, the marketing director of a major brand briefs

the students on a project. This is the week the planning studentsand their art director/copywriter teams give their presentations tothe client and a panel of other advertising professionals. Past clients

have included: Nike, American Express, FedEx, Old Navy, Mini,Wendys, and Dairy Queen.

WEEK 10 JUDGING EFFECTIVENESSDiscuss conventional and unconventional ways of judging

effectiveness, especially in todays fast changing market, anddening the criteria.

WEEK 11 FINAL REVIEWThe account planning students are required to present their bodyof work from the program to a leading account planner. This nal

review is a pass or fail crucible for the account planning program.

WEEK 12 AGENCY EXPOSUREDuring the nal week of the Boot Camp students have the

opportunity to meet with planning professionals. This event varies

in location depending on the interest of the class. It has occurred inMiami, New York, San Francisco, and London.

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Teamed with art directors & copywriters:Account planning students will be teamed with art direction and copywriting students in the same manner that theywould be teamed in an advertising agency. This is a vital part of the course that allows the planning students to begindeveloping the variety of skills they will need in working with creatives in their professional life. It is crucial for aplanner to be able to inuence, motivate and excite the creative staff to effectively use the creative brief.

Length of Program:The Boot Camp for Account Planners is 12 weeks long. The rst nine weeks are instruction. Students have ve classesa week. Each class is three hours in length. The tenth week is for assignment preparation. During the eleventh week thestudents have their nal review. The twelfth week is for agency exposure which is held in New York, San Francisco, orMinneapolis. Students are responsible for their own transportaion and accommodations.

Final Review:Before a student can graduate, they must demonstrate at a nal review that they have acquired an acceptable level ofexpertise for entrance into the account planning eld. A diploma is granted upon successful completion of all classes,successful reviews, and when all nancial obligations to the school are met.

Admissions Requirements:Applicants to the program need to complete the schools enrollment contract, applicant evaluation essays and veminute video interview. Proof of a college degree and prior related work experience must also be submitted along

with a recommendation letter and registration fee. The enrollment agreement can be downloaded from the schoolswebsite: www.miamiadschool.com. Miami Ad School reserves the right to request additional background information inevaluating any applicant for successful completion of the program.

Tuition and Supplies:Tuition for the program is $5,500. Students should expect to spend a minimum of $250 in additional anticipated costs.Students must have their own computer and a simple digital camera is recommended. Contact the school or website forinformation regarding nancial aid, non-discrimmination policy, school license and accreditation.

Start Dates and Registration Deadlines:The Boot Camp for Account Planners is offered in San Francisco in the Fall Quarter with the program starting at thebeginning of October. The Boot Camp is also offered in Miami Beach in the Winter Quarter with the program startingat the beginning of January. The Minneapolis Boot Camp is held in the Summer Quarter with the program starting atthe beginning of July. The application deadline for each Boot Camp is six weeks prior to the start of classes. Consult theenrollment contract or website for exact dates. Please contact Hamburg, Madrid, and So Paulo for program dates inthose locations.

Placement:After graduation, students are eligible for Miami Ad Schools placement assistance. Agencies and companies all over thecountry know of the Boot Camp and contact the school looking for planners. Within 24 hours of receiving a lead theschool passes the information to its graduates. The school also exhibits the graduates books of case studies at the annual

AAAAs Account Planning Conference. While the schools graduates have always been well received in the advertisingprofessions, the school cannot guarantee employment.

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