FALL 08 BOOTCAMP AT A GLANCE

1 OF 20 ACCEPTED FROM ACROSS THE GLOBE

WEEK 1 ACCOUNT PLANNING: AN OVERVIEW Survey the development, role and status of Account Planning. Brief history of the discipline, why it exists, how it works, how we do it and how its changing. Lisa Welsch-Nering AMA Grand Effie for Sony PlayStation, AMA Grand Effie/APG Account Planning Award for Apple Think Different launch campaign, AMA Effie for Levi's Silver Tab

ACCOUNT PLANNING: AN OVERVIEW

Survey the development, role and status of Account

Planning. Brief history of the discipline, why it exists, how

it works, how we do it and how its changing.

WEEK 2 PLANNER AS A CHANGE AGENT Death of a planner: “Driven by Process.” Establish different forms of inquiries. Survey the environment in which the brand lives, find the contradictions to ideas and misperceptions of consumers and create change. Flora Skivington Former SVP Planning Director McCann-Erickson SF, Partner & Planning Director at Ogilvy & Mather New York for global branding of Kodak

PLANNER AS A CHANGE AGENT

Death of a planner: “Driven by Process.” Establish

different forms of inquiries. Survey the environment in

which the brand lives, find the contradictions to ideas and

misperceptions of consumers and create change.

WEEK 3 UNDERSTANDING THE ISSUE Figure out what the key issue is that the brand in question is facing. Is it an issue that can be solved by advertising? A planner ’s first job is to ask the right questions to establish a core framework. Beth Fetzer SVP Director of Account Planning DraftFCB, AMA Effie for Gerber Graduates campaign, Above the Influence

UNDERSTANDING THE ISSUE

Figure out what the key issue is that the brand in

question is facing. Is it an issue that can be solved by

advertising? A planner ’s first job is to ask the right

questions to establish a core framework.

WEEK 4 CREATIVE BRIEF & BRIEFING The art of storytelling. Learn to discriminate between good and bad briefs. The brief and briefing process is the pivotal point from analysis of data to the start of creative activity. The brief and briefing must inform and inspire a creative team. Hamish Chandra Brand Strategy Director Goodby, Silverstein & Partners

CREATIVE BRIEF & BRIEFING

The art of storytelling. Learn to discriminate

between good and bad briefs. The brief and

briefing process is the pivotal point from

analysis of data to the start of creative activity.

The brief and briefing must inform and inspire a

creative team.

WEEK 5 QUALITATIVE RESEARCH More than focus groups, ethnographies and triads, we cover qualitative approaches, tools, techniques and tips. Understand the perils of introspection. How to find the right people, ask the right questions, in the right way. Jill Colley Chief Strategy Officer UpRoar!, Former Director Consumer Insights U30

QUALITATIVE RESEARCH

More than focus groups, ethnographies and triads, we

cover qualitative approaches, tools, techniques and tips.

Understand the perils of introspection. How to find the

right people, ask the right questions, in the right way.

WEEK 6 QUANTITATIVE RESEARCH Find meaning in the patterns and bring numbers to life. Marshal existing information and critically transform it into knowledge and insight. Develop disciplined thinking techniques for all stages of the planning cycle. Hall & Partners Suzie Carbonell, Research Director; Anita Wang, Account Director; Justin Shearer, Account Director

QUANTITATIVE RESEARCH

Find meaning in the patterns and bring numbers to life.

Marshal existing information and critically transform it

into knowledge and insight. Develop disciplined thinking

techniques for all stages of the planning cycle.

EVERY WEEK THE CHANGING MEDIA LANDSCAPE Typically brand messages have been communicated via traditional media like television, print, radio and out-of- home. Driven by technology, 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 infinitum. With all the media choices, now the consumer is in control. How do we reach them using the right message for the right medium? Various Media Gurus Goodby, Silverstein & Partners, Cutwater, AKQA, TBWACHIATDAY, LucasArts

THE CHANGING MEDIA LANDSCAPE

Typically brand messages have been communicated via

traditional media like television, print, radio and out-of-

home. Driven by technology, 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 infinitum. With all the media

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

them using the right message for the right medium?

WEEK 8 BRAND EXPERIENCE The relationship between a brand and its consumers is experienced through many channels: advertising, web sites, service experience, product design, word of mouth, distribution, etc. Learn how to define what a brand is, its worthy ideas and values and how communication of that information can be manifested through all of these Channels. Scott MacMaster Group Planning Director TBWACHIATDAY Los Angesles, 2007 Gold Effie, 2004 Bronze Effie for SonyPlaystation

BRAND EXPERIENCE

The relationship between a brand and its consumers is

experienced through many channels: advertising, web

sites, service experience, product design, word of mouth,

distribution, etc. Learn how to define what a brand is, its

worthy ideas and values and how communication of that

information can be manifested through all of these

Channels.

WEEK 9 PLANNING & THE ART OF BUSINESS DEVELOPMENT Understand landscape, role and opportunity as well as truth and scales of New Business. Examine the new roles of planning and strategy. Always be briefing and lead with insight. Matthew Milan Advisory Board Member Information Architecture Institute, Principle & CEO normative, Former Director of Insight & Planning at Critical Mass

PLANNING & THE

ART OF BUSINESS DEVELOPMENT

Understand landscape, role and opportunity as

well as truth and scales of New Business.

Examine the new roles of planning and strategy.

Always be briefing and lead with insight.

WEEK 10 JUDGING EFFECTIVENESS Examine conventional and unconventional ways Of judging effectiveness, especially in today ’s fast changing market. Define the criteria, plot the system looking to create, track the journey with constant attention, experimentation and evaluation. Cory Pierce Director of Consumer Insights at LucasArts, Former Strategy Director for Agency.com

JUDGING EFFECTIVENESS

Examine conventional and unconventional ways

Of judging effectiveness, especially in

today ’s fast changing market. Define the

criteria, plot the system looking to create, track

the journey with constant attention,

experimentation and evaluation.

WEEK 11 FINAL REVIEW More than a pass or fail crucible, the final review offers critical feedback of our “life’s” work as we present our best (and awarded) cases over the last 11 weeks in a portfolio review. Judgment is passed by a panel of leading Account Planners. Judges Panel AKQA, Ogilvy One Worldwide

FINAL REVIEW

More than a pass or fail crucible, the final

review offers critical feedback of our “life’s”

work as we present our best (and awarded)

cases over the last 11 weeks in a portfolio

review. Judgment is passed by a panel of

leading Account Planners.

WEEK 12 AGENCY EXPOSURE During the final week of the boot camp—in addition to preparing for Microsoft Windows presentation— we had the opportunity to meet with planning professionals on their home turf, visiting agency offices.

AGENCY EXPOSURE

During the final week of the boot camp—in

addition to preparing for Microsoft Windows

presentation— we had the opportunity to meet

with planning professionals on their home turf,

visiting agency offices.

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