Creative Strategic Planning

Intensive Course in Creative Strategic Planning in Madrid and in HYBRID

Open registrations

Our Strategic Planning Bootcamp, created by internationally successful planners, addresses the needs of the discipline. In 11 weeks, 25 participants become experts in strategic planning. With 20 years of experience training professionals in brands, consumer goods, and entertainment, we offer practical learning with a real project and client.

Start

Starts in January

Duration

11 weeks

Schedule

Tuesday, Wednesday and Thursday from 7 p.m. to 10 p.m.

Modality

HYBRID - In-person and remote simultaneously

Price

€2,600 + €300 registration fee | Bonusable by Tripartite Foundation

Should I take the Strategic Creativity course?

What does a planner do in an advertising agency?

Analyze consumer, cultural, and market trends to transform that information into insights that inspire campaigns.

What is the difference between a planner and a creative?

The planner provides the strategy and analysis, while the creative transforms those insights into visual or textual ideas.

Why is strategic planning important in advertising?

Because it ensures that campaigns are relevant, connect with the audience, and are aligned with brand objectives.

What skills does a strategic planner develop?

Research skills, analytical thinking, storytelling, data synthesis, and cultural vision.

What is the difference between strategic planning and traditional marketing?

Marketing focuses on selling, while strategic planning seeks to understand the consumer and generate ideas that connect emotionally.

What career opportunities does strategic planning offer?

Creative agency planner, brand strategist, innovation consultant, researcher, or consumer insights specialist.

Why do a bootcamp instead of a longer master's degree?

The bootcamp is intensive, practical, and focused on acquiring key tools in a short amount of time, ideal for those already working or seeking rapid specialization.

What methodologies are used in strategic planning?

Design thinking, consumer journey mapping, trend analysis, cultural insights, and digital research tools.

What is the difference between studying planning at a creative school and at a university?

At a school like Miami Ad School, you learn through real-life briefs, contact with professionals, and projects for current brands.

Is it necessary to have previous experience to enter the bootcamp?

At a school like Miami Ad School, you learn through real-life briefs, contact with professionals, and projects for current brands.

Why study the Strategic Planning Bootcamp at Miami Ad School?

Meeting point: get a job on your graduation day

If you want to grow your agency, during the Bootcamp you will have classes and workshops with the most influential professionals in the industry.

On your graduation day, professionals from the best agencies nationwide will be on hand to meet you. Through a "speed dating" format, you'll be able to introduce yourself, show your book, and have the opportunity to be introduced to up to 30 agencies.

It's a unique opportunity to network and find work.

Developed by successful professionals

This Strategic Planning Bootcamp is the perfect opportunity to learn from successful international planners who thoroughly understand the demands of the industry.

In just 11 weeks, you'll become a strategic expert, working in a practical environment with a real client. With 16 years of experience, we've trained some of the most innovative professionals in the world of consumer brands and entertainment. If you're looking for an intensive, transformative program that prepares you to face real-world challenges, this is the ideal place to develop your talent.

Customer 2025:

The best network of contacts in the industry

Your strategic planning course week by week

You'll get the skills and case studies you need to build brands as a strategic planner.

Learning by doing. The best way to learn is through total immersion. In 11 weeks of mind expansion, you will learn to understand and analyze data, develop insights, and write creative strategies. You will partner with an art director and a copywriter. Your team will develop campaigns based on your knowledge. The Strategic Planning BootCamp culminates with a real project presented to the client.

Each week, your instructor will be a different strategic expert. A dozen planning directors from top agencies such as HAVAS MEDIA – WINK – PICNIC – SRA RUSHMORE – TBWA – SONY MUSIC – JWT – COLLABORABRANDS… will guide you through 3-day sessions covering different aspects of strategic planning.

And it all happens with an innovative and practical curriculum.

Study modules

Week 1: Account Planning, an overview

Study of the development, role and status of strategic planning. Why it exists and how it works.

Week 2: The creative brief & briefing

Learn to differentiate between good and bad briefs. The brief and briefing process must inform and inspire creative teams as it is the starting point for developing good creativity.

Week 3: Research techniques & anthro

Organize existing information and transform it judiciously into knowledge and insights. Interviews, samples,…

Week 4: Understand the idea

Organize existing information and transform it judiciously into knowledge and insights. Interviews, samples,…

Week 5: The global process of planning

What is the brand facing? Can it be solved with advertising? The first rule of a good planner is to ask the right questions. The experience of bidding for a new account.

Week 6: Judging Effectiveness

Discuss conventional and unconventional ways of judging effectiveness, especially in today's changing marketplace. Learn to define the criterion.

Week 7: Innovation

How to find the right people, how to ask a question and how to develop a questionnaire. What moves people to behave in a way. Depending on which elements act in one way or another. Analyze speeches, opinions and topics.

Week 8: Exploring new business

The experience of competing for a new account. How to focus on attracting a new client and how to develop a project that demonstrates your capabilities and skills as a candidate.

Week 9: Digital Immersion

Due to technological advances, the nature of the media process is changing and the power of the consumer in this new landscape continues to grow. How to reach the consumer with the appropriate message and media.

Week 10: Planner as a change maker

Learn to define what a brand is, what ideas and values it has and how it relates to its consumers.

Week 11: Coaching & Final Review + Meeting Point

On the last day of the Bootcamp we celebrated the Meeting Point: a meeting between professionals in the sector and students. Without a doubt a good opportunity to make contacts.

+ Meeting Point

On your graduation day you will have the opportunity to interview in a speed dating format with the best agencies and companies at a national and international level. Then we will have a celebration in which you can continue the conversation with the top personalities in the industry in an informal and relaxed atmosphere.

Who is the Strategic Planning Bootcamp for and what career opportunities does it offer?

The Miami ad School Madrid Strategic Planning Bootcamp is designed for:

Have you studied advertising, communication, sociology, design or humanities? and you are looking to expand your skills in the world of strategy.
Marketing professionals, accounts, creativity or content and you want to evolve towards a more strategic profile or apply it to your current role.
You are passionate about understanding how people think, brands and culture, and you want to transform that curiosity into strategic skills for your work or your own company.

Upon completion, the career opportunities are:

Strategic Planner in creative or media agencies.
Brand Strategist or Cultural Strategist for brands that want to better understand the world.
Consultant in innovation, branding or communication.
Content Strategist or trend researcher.
Creative Strategist.

But beyond the degree, you'll be someone capable of thinking critically, identifying opportunities, and building solid, creative, and relevant strategies from your role in the industry.

Creative Strategic Planning Bootcamp Instructors

Alfonso Gonzalez

Chief Strategy Officer of Havas Media Network

Pablo Vazquez

CEO of Collaborabrands

Raquel Espantaleon

General and Strategy Director

David Corominas

Brand strategist Samuel Pickwick fan

Jesus Fuertes

General Director & Chief Strategy Officer TBWA

Adrian Mediavilla

Co-Founder Granpaso Strategy

Pedro Aires

Creative Director - Sony Music

Leticia Michelena

Strategic Project Manager at Arena Media

Santiago Fernandez

Design Anthropologist

Ana Alonso

Head of Strategy at VML THE COCKTAIL

Alex Pallete

Founder, Chief Strategy Officer at PICNIC

Gonzalo Madrid

Chief Strategy Officer at WINK

Clara Benayas

Director of Strategy & Brand Culture at La Despensa

Beatriz Dominguez

PARTNER The department of the investigations

Sergio Garcia

Strategy Director & CoFounder PS21

Gloria Garces

Performance TeamLead

More information

What is creative strategic planning in advertising?

Creative strategic planning in the advertising field is the strategic process through which innovative ideas and concepts are developed to communicate a message effectively to the target audience.

During this process, creative writers, designers, and strategists work together to create persuasive advertising campaigns that are memorable and relevant to the market.

How is creative strategic planning done?

This process consists of 5 key stages to achieve success.

Current analysis: The first step in beginning to plan is to understand the context in which the planning will take place.
Organizational identity: To align the strategy with the organization, it is essential to define the mission, vision and values. This ensures that planning adequately reflects the company's identity and principles.
Strategic objectives: At this stage, specific and measurable objectives that the strategy seeks to achieve must be established.
Action plan: During this stage, creativity takes center stage and it is about devising and planning the actions that will be carried out to achieve the established objectives.
Follow-up- Once the action plan is implemented, it is essential to follow up so that its performance can be tracked.

In our master's degree you will learn to work on each of these stages to be able to carry out successful strategic planning.

How is creativity applied in strategic planning?

Creativity and strategic planning are crucial elements for solving problems in various fields, from advertising to business problems.

The application of creativity in this process is essential to achieve exceptional results, and its influence is fundamental in each of the 5 stages of the process, enhancing and enriching each of them to the maximum. It allows you to think in a different way, finding different alternatives and solutions at each stage.

What knowledge should a strategic planner have?

The role of the strategic planner is essential in planning an organization's strategies. Highlighting how a strategic planner requires a broad base of knowledge that covers different areas. Notable skills and tools for a planner include:

Problem identification: The ability to identify and define challenges is essential to be able to address the problem correctly.
Market analysis: A deep understanding of the market, competition and trends is essential to make informed decisions.
Creativity: Creativity plays a fundamental role in generating innovative solutions and impactful strategies.
Strategic thinking: Addressing challenges with strategic thinking allows you to make long-term decisions that are aligned with the organization's objectives.
Communication skills: A strategic planner must be able to effectively communicate the strategies and objectives of organizations.

In our master's degree, you will have the opportunity to acquire these key tools that will allow you to excel as a strategic planner and make a difference in the field of strategic planning.

What functions does the strategic planner fulfill in a company?

The role of the strategic planner in a company plays a fundamental role in the success of a company. Key functions of a strategic planner include:

Define the vision and mission: This process helps the company establish its long-term vision and mission by providing a clear framework for goals and objectives.
Set objectives and goals: The strategic planner identifies the specific objectives that the company seeks to achieve. This provides a clear focus and guidance for all business activities.
Identify opportunities and goals: Through strategic analysis, identify market opportunities and potential threats. This allows the company to adapt to a constantly changing environment.
Communication and alignment: The strategic planner plays a key role in ensuring that the company communicates its objectives at all levels of the organization, fostering alignment and commitment.
Monitoring and adaptation: The strategic planner defines the metrics and monitoring systems to evaluate the progress of the objectives, managing to adjust the strategy as necessary.