International Summer School Final


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The Summer School will take place in Paris on 5-9 July and registrations are open until mid-May.

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International Summer School Final

  1. 1. for European Students of Advertising and Communications Paris 5-9 July 2010 Run by the EACA International School of Advertising and Communications for the students of EFCCE Academic Partners International Summer School
  2. 2. Summer School <ul><li>The EACA Summer School has been designed to inspire and help students to: </li></ul><ul><ul><li>make a significant step forward in their understanding of the commercial communications sector </li></ul></ul><ul><ul><li>learn what it takes to be successful in this exciting and competitive industry </li></ul></ul><ul><li>The EACA School has developed a tailored programme which will </li></ul><ul><ul><li>take students through many of the key disciplines required by the communications industry </li></ul></ul><ul><ul><li>create international teams who will work on a real client brief and have the chance to pitch against each other </li></ul></ul><ul><ul><li>use interactive workshops so that the students have the chance to put their learning into immediate practice </li></ul></ul><ul><li>Each workshop will be run by an experienced communication industry practitioner who is also a proven trainer </li></ul>
  3. 3. Benefits for the Students / Reasons to Attend <ul><li>Working and sharing ideas with students from other European countries and cultures </li></ul><ul><li>Working in teams on a real brief to make a new business pitch at the end of the week </li></ul><ul><li>Covering the key advertising communications disciplines in one week </li></ul><ul><li>Direct contact with leading practitioners in the communications industry - an invaluable experience for those keen to explore a possible career in the industry </li></ul><ul><li>Each student will receive an EACA International School certificate on completing the summer school </li></ul><ul><li>The opportunity to practice spoken and written English </li></ul>
  4. 4. Programme <ul><li>The students will: </li></ul><ul><ul><li>work throughout the week in international teams on a single real client brief </li></ul></ul><ul><ul><li>“ pitch” against each other for the business on the final day of School </li></ul></ul><ul><ul><li>put their learning directly into practice </li></ul></ul><ul><ul><li>benefit from the experience of top practitioners </li></ul></ul><ul><li>Each section of the programme will: </li></ul><ul><ul><li>help the students appreciate how the different disciplines fit together to create a complete campaign </li></ul></ul><ul><ul><li>give the students relevant insights to apply to the client brief </li></ul></ul><ul><li>Each element will be run by an experienced communications practitioner to give: </li></ul><ul><ul><li>their perspective on the discipline </li></ul></ul><ul><ul><li>their guidance on the active client brief </li></ul></ul>
  5. 5. Programme / 2 <ul><li>Understanding Client Business </li></ul><ul><ul><ul><li>to give the students a real and tangible understanding of a client’s business; ultimately having a deeper grasp of a client’s business helps communication practitioners win new assignments and create even more effective ideas </li></ul></ul></ul><ul><li>Developing a Strategic Communications Plan </li></ul><ul><ul><ul><li>to give the students insight and practical experience in putting together a strategic marketing communications plan </li></ul></ul></ul><ul><li>Strategic Brand Planning </li></ul><ul><ul><ul><li>to help students develop the skills required by a strategic brand planner so that they can write creative briefs to inspire outstanding advertising that will bring commercial success </li></ul></ul></ul><ul><li>Creative Idea Generation and Judgement </li></ul><ul><ul><ul><li>to teach techniques for thinking laterally and creatively around a client brief and go beyond the obvious to find ideas that resonate with consumers and produce more effective communication.    </li></ul></ul></ul>
  6. 6. Programme / 3 <ul><li>Effective Digital Communication </li></ul><ul><ul><ul><li>to help students understand the fundamentals of digital communication and think strategically about how to advise their clients in the digital arena </li></ul></ul></ul><ul><li>Adapting to the World of Social Media </li></ul><ul><ul><ul><li>to explain how agencies can help their clients enter the social media space more effectively, avoiding mistakes and focusing on where value can be created </li></ul></ul></ul><ul><li>Maximising your personal impact and communication </li></ul><ul><ul><ul><li>to teach students how to persuade with charm and insight; listen like a coach; and help them find a real passion to make them compelling communicators </li></ul></ul></ul><ul><li>New Business & Pitching Skills </li></ul><ul><ul><ul><li>winning new business is the life-blood of an agency; this section will help students learn how to pitch better and win more often </li></ul></ul></ul>
  7. 7. School Trainers <ul><li>Paul Burns – 24 years as an account director in Saatchi & Saatchi as well as running their European training - most awarded IPA agency training director </li></ul><ul><li>Jonathan Taylor – 25 years industry experience, now author and Head of Marketing Communications teaching at London Metropolitan University </li></ul><ul><li>Gill Smith – 30 years as a strategic brand planner, now specialising in market research, brand development, coaching and training </li></ul><ul><li>Steve Henry – 28 years agency experience, Creative Director of HHCL, youngest person included in Campaign’s Hall of Fame - a list of the 40 most influential people in UK advertising over the last 50 years </li></ul><ul><li>Steve Greensted – 30 years experience in advertising, now runs his own consultancy to teach the principles of digital marketing, principally to clients </li></ul><ul><li>Richard Stacey – 20 years in PR / Comms agencies, now helping agencies and their clients understand and use the world of social media </li></ul><ul><li>Siobhan Stanley – 25 years working experience, firstly as a performing artist (soloist with The Royal Ballet), then working in London advertising agencies and now a personal development coach </li></ul><ul><li>Micky Denehy – 27 years experience running and managing agencies and networks in UK, Turkey and Dubai, now Founding Principal of EACA International School </li></ul>( The numbers refer to the 8 sections outlined in the previous programme)
  8. 8. Logistics & Reservations <ul><li>The School will run over 5 consecutive days and will be held at ISCOM in Paris, 5 – 9 July 2010 </li></ul><ul><li>The School will run from 9h30 to 18h00 each day with a one hour break for lunch at 13h00 (students will be able to work on their team pitches from 17h00 – 18h00) </li></ul><ul><li>Cost € 300 per student - students will have to cover their own travel, accommodation and subsistence </li></ul><ul><ul><li>Low-cost accommodation will be recommended </li></ul></ul><ul><li>School fees are payable in advance; latest 15 May 2010 to secure a place. Payment must be made on-line via EFCCE website </li></ul><ul><li>Further information can be obtained by email to [email_address] </li></ul>
  9. 9. Programme Schedule <ul><li>Monday July 5 </li></ul><ul><li>09h30 Registration, welcome and introduction to the Summer School - Micky Denehy </li></ul><ul><li>11h00 Understanding Client Business - Paul Burns </li></ul><ul><li>13h00 Lunch </li></ul><ul><li>14h00 Understanding Client Business cont’d – Paul Burns </li></ul><ul><li>15h00 Developing a Strategic Communications Plan - Jonathan Taylor </li></ul><ul><li>17h00 Team work time to work on client brief </li></ul><ul><li>Tuesday July 6 </li></ul><ul><li>09h30 Developing a Strategic Communications Plan - Jonathan Taylor </li></ul><ul><li>13h00 Lunch </li></ul><ul><li>14h00 Brand Planning - Gill Smith </li></ul><ul><li>17h00 Team work time to work on client brief </li></ul><ul><li>Wednesday July 7 </li></ul><ul><li>09h30 Creative Idea Generation and Judgement - Steve Henry </li></ul><ul><li>13h00 Lunch </li></ul><ul><li>14h00 Effective Digital Communication - Steve Greensted </li></ul><ul><li>17h00 Team work time to work on client brief </li></ul><ul><li>Thursday July 8 </li></ul><ul><li>09h30 Adapting to the World of Social Media - Richard Stacey </li></ul><ul><li>13h00 Lunch </li></ul><ul><li>14h00 Maximising your personal impact and communication - Siobhan Stanley </li></ul><ul><li>17h00 Team work time to work on client brief </li></ul><ul><li>Friday July 9 </li></ul><ul><li>09h30 Winning new business and pitching - Micky Denehy </li></ul><ul><li>11h30 Student team presentations </li></ul><ul><li>13h00 Lunch </li></ul><ul><li>14h00 Student team presentations </li></ul><ul><li>15h30 Presentation of certificates - Micky Denehy </li></ul><ul><li>16h00 Close of Summer School </li></ul>