master course in account planning - acc belgium · 2017-08-24 · group strategy director at...
TRANSCRIPT
MARTIN WEIGEL Head of Strategic Planning at Wieden+Kennedy, Amsterdam.
SIMON WASSEF Executive Strategy Director at R/GA London.
BEN ARMISTEADChief Strategy O�cer, Grey Group Spain.
TOBIAS NORDSTROM Head of Planning at Forsman & Bodenfors Gothenburg, Sweden.
OMAR QUIÑONESGroup Strategy Director at Anomaly, New York.
AARON WIGGANGroup Strategy Director at Droga5, New York.
GARETH KAY Partner at Chapter, San Francisco.
JULIAN COLE Head of Communications Planning at BBDO, New York.
JESSICA LOVELLJoint Head of Planning at Adam&EveDDB, London.
ROB CAMPBELLChief Strategy O�ce/Partner at Deutsch LA.
ANÍBAL CASSOGroup Strategy Director at 72andSunny, New York.
Apply at www.hoala.eu
ACCOUNT PLANNING
PROFESSIONAL MASTER COURSE IN
AMSTERDAM, september 2017
Contact // [email protected]
@alohahoala
Strategic planning is absolutely key in the current
high-competitive environment where brands fight
to be relevant and to connect with consumers.
The evasive audience and the media fragmenta-
tion make the role of a planner more important
than ever in order to keep the brand coherence in
the transmedia landscape where brands live
today. So it is not a surprise that planners are now
one of the most demanded and important roles in
the communication industry.
Besides this, the old strategic thinking that is still
taught in some universities and schools has
radically changed and now is no longer enough
for the daily challenges that brands and commu-
nication companies face on their daily basis. For
this reason, at HOALA we think that the training of
a planner must be updated and given by the best
team formed by the most qualified and renowned
planners in the world, o�ering to the attendee an
unbeatable and mind-blowing training.
WELCOME
PROFESSIONAL MASTER COURSE IN
ACCOUNT PLANNING
OBJECTIVES
The objective of this course is not only to provide a powerful theoretical base, but
also an actual practical implementation, focused on the day-to-day work of a
planner and the tasks that a planner has to solve in order to practice the authentic
role of a strategic planner.
This approach has the focus on the acquisition by the attendee of a set of skills that
other planning courses don’t o�er in order to transform them into professionals
who believe in their intuition to solve communication problems, who are able to
transform the information from the research phase into inputs that accelerate and
inspire the creativity, idea communicators that inspire work teams and clients,
professionals that deeply understand consumers giving a special weight to the
research and investigation as the shortest and most reliable way to detect and find
insights and, last but not least, hard-worker planners, enthusiastic professionals that
are clear about what is the best fertilizer to their careers as strategic planners: a
superior and world-class knowledge.
APPLICATION PROCESS
The selection will be done based on the curriculum and a personal interview with
every attendant. Is not the intention of Hoala to discard candidates based on their
professional achievements since at Hoala we think everyone has to have access to
the best professional training. The only goal behind this process is to assure high-le-
vel discussions and debates during every session and that can only be reached with
attendees that accumulate certain experience in the communication business. The
experience that HOALA has collected during all of these years has showed us that
the quality of a course is not only on the content program or the lecturers but also
on the level of the attendees and the debates created during every session.
LIMITED VACANCIES
The course is limited to 16 attendees in order to provide an exclusive, personalized
and high quality training.
CARREER OPPORTUNITIES
Every attendant will be ready to work on a strategic planning department at
advertising agencies, BTL agencies, media agencies, digital agencies, branding
and strategy consultants and brand marketing departments among others.
STRUCTURE
The course is structured in 11 intensive weeks where the best planners around the
world will provide theoretical and practical knowledge to the attendee; besides
their professional experience with the brands they work for everyday.
The course has an executive format, so attendees will be able to combine the
course with their professional responsibilities. The weekly sessions will have the
following structure:
4 hours session during the Friday afternoon (17:30-21:30 hrs) typically focused on
theory and its practical implementation.
4 hours session during the Saturday morning (9:00-13:00 hrs) typically focused on
case studies where the lecturer will show you the methodology and the strategic
thinking behind the case.
Besides the class hours and if the lecturer considers it appropriate, the attendees
will have to develop some homework during the week: read articles or books and
prepare briefs or even research…
WHO IS THIS COURSE AIMED AT?
Strategic planners, account executives, creatives, designers, communication
directors, brand managers and professionals who need a strategic process to
develop their work. And in general, to any intuitive person, with experience in the
creativity, communication or advertising field, open minded, willing to learn, live
experiences, listen new point of views and fearless to the unknown and new.
It is not a mandatory to hold a university degree to attend this course.
WEEK 01/
1st-2nd September
THE ACCOUNT PLANNING
Introduction to the Account Planning role. What
means to be a planner? Roles, tasks and profiles
of a planner. What you have to read, listen, feel
and know to become a better planner. A planner
for tomorrow: main challenges and evolution.
Lecturer: Martin Weigel, Head of Strategic
Planning at Wieden+Kennedy, Amsterdam.
MARTIN WEIGEL
WEEK 02/
8th-9th September
THE POSITIONING
How to position brands today. Positioning vs.
Purpose. How to find the di�erence for a brand.
Positioning toolbox. Positioning & band
management. Case studies.
Lecturer: Simon Wassef, Executive Strategy
Director at R/GA , London.
SIMON WASSEF
WEEK 03/
15th-16th September
RESEARCH IN PLANNING
What you should know about the most used
research and investigation techniques in planning.
How research is done at the best agencies. What
happens when you don´t have time for research.
When research can help you to uncover insights
and inspire creativity. Case studies and examples.
Lecturer: Ben Armistead, Chief Strategy O�cer,
Grey Group Spain.
WEEK 04/
22nd-23th September
CONSUMER INSIGHTS
The unique Forsman & Bodenfors approach to
advertising and planning. What is an insight and
what is not. Is an insight what you really need to
connect with consumers? What are the sources
to find insights. How to use insights to inspire
creativity and build your strategy.
Lecturer: Tobias Nordstrom, Head of Planning
at Forsman & Bodenfors. Gothenburg, Sweden.
BEN ARMISTEAD
TOBIASNORDSTROM
WEEK 05/
6th-7th October
HOW CULTURE AND STRATEGY INTERACT
How culture can be powerful to make brand
relevant. Consumers and culture. How to detect
waves and cultural movements and connect
them with brands. Anthropologic and sociologic
dimension of consumption. Case studies.
Lecturer: Omar Quiñones, Group Strategy
Director at Anomaly. New York.
OMAR QUIÑONES
WEEK 06/
13th-14th October
The planner as the catalyst of the creativity. How
to write better and more inspiring creative briefs.
What a creative needs from a planner and what a
planner needs from a creative. Presenting your
creative brief: the briefing session.
Lecturer: Aaron Wiggan, Group Strategy Director
at Droga5, New York.
AARON WIGGAN
WEEK 07/
20th-21st October
Major trends in communication and planning.
Planning in a digital world. What is digital?
What has digital changed for planning and
communication? Hacking strategy. Design
thinking workshops.
Lecturer: Gareth Kay, Partner at Chapter,
San Francisco.
WEEK 08/
27th-28th October
COMMUNICATIONS PLANNING
How to detect, prioritize and activate the touch
points between brands and consumers. Brand
planners vs. Comms planners. Design the cam-
paign’s KPI’s. Consumer journey. Communica-
tions framework.
Lecturer: Julian Cole, Head of Communications
Planning at BBDO, New York.
JULIAN COLE
GARETH KAY
BREAK 29th-30th September
STRATEGIC CONCEPTUALIZATION AND THE CREATIVE BRIEF
TRENDS AND FUTURE ON PLANNING. DIGITAL PLANNING.
WEEK 09/
10th-11st November
EFFECTIVENESS AS THE KEY INGREDIENT
The e�ectiveness in advertising. When a
campaign is e�ective. How to judge and reach
e�ectiveness for a brand. Why planning is the key
for e�ectiveness. How to build an unbeatable
e�ectiveness case.
Lecturer: Jessica Lovell, Joint Head of Planning
at Adam&EveDDB, London.
JESSICA LOVELL
WEEK 10/
17th-18th November
How to present the strategy to clients. Strategy
best practices. Case Studies and examples.
Lecturer: Rob Campbell, Chief Strategy
O�ce/Partner at Deutsch LA.
ROB CAMPBELL
WEEK 11/
24th-25th November
At the start of the course, the attendees will receive
a real brief from Anibal that they will have to work
with through the whole course. During this session,
the attendees will present their strategic
approaches to Anibal applying all the learnings and
acquired knowledge. Together with Anibal, we will
dive into specific feedback paying special attention
to the elements that could be improved and finding
together all the possible strategic solutions.
Aníbal Casso. Group Strategy Director at
72andSunny. New York.
ANÍBAL CASSO
HOW TO PRESENT YOUR STRATEGY
INTENSIVE PLANNING WORKSHOP
BREAK 3rd-4th November
CONTENT AND PROGRAM CURATOR
Agustín brought the Hoala experience to the Dam
with the first edition of the Hoala´s master course
in Account Planning where he was also part of the
internationally recognized line up of lecturers.
This experience allowed Agustin to apply all the
learnings from the previous editions to this
renewed and powerful content program.
Agustín Soriano, Strategy Director at
Forsman&Bodenfors, Gothenburg.
AGUSTÍN SORIANO
+ INFO
PRICETotal cost of Master: 6.800 €.
Enrollment: 500 €
(will be deducted from the total amount).
LIMITED VACANCIESThe course is limited to 16 attendees.
PLACEHOALA AMSTERDAM
TIME-LIMITUntil August the 15th, 2017.
SUPPORTED BY/
CHILE
www.hoala.eu