The document provides an overview of the 12-week Fall 08 Bootcamp program which included weekly sessions focused on topics such as account planning, qualitative and quantitative research, branding, planning and business development. The program accepted 1 of 20 applicants from around the world and aimed to examine role reversal and provide critical feedback through a final review.

1. FALL 08 BOOTCAMP AT A GLANCE

2. 1 OF 20 ACCEPTED FROM ACROSS THE GLOBE

4. WEEK X WEEK ROLE REVERSAL Throughout the program we examine and participate in role reversal of the brand, of the consumer and of the audience: other team members, clients, etc. Forcing ourselves into the shoes of others to build a solid foundation of insight gathering, “ imagineering” and relevant, meaningful strategy development. Leslie Kennedy Account Planning Consultant OgilvyOne, Former Planning Director Goodby, Silverstien & Partners—Got Milk?

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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, TBWA\CHIAT\DAY, LucasArts

12. 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 TBWA\CHIAT\DAY Los Angesles, 2007 Gold Effie, 2004 Bronze Effie for SonyPlaystation

13. 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

14. 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

15. 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

16. 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.

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