Creative Strategic Planning

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Intensive Master in Creative Strategic Planning

Our Bootcamp for Strategic Planning has been developed by internationally successful planners to cover the specific needs of this discipline. Organized in 11 weeks, this Bootcamp trains 25 people, intuitive by nature, and turns them into authentic strategic planning machines. For 16 years we have trained the most innovative professionals in Strategic Planning, consumer brands and the world of entertainment, providing practical learning where you can test your skills with a real project and client.

Start

January, 2024

Duration

12 weeks

Schedule

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

Modality

Semi face-to-face

Price

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

Why study the Strategic Planning Bootcamp at Miami Ad School?

Meeting point: get a job on your graduation day

If you want to grow in 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 attend to get to know you. With the "speed dating" format you can introduce yourself, show your book and you will have the possibility of making yourself known in up to 30 agencies. It is a unique opportunity to network and get a job.

Developed by successful professionals

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.

Introduction to Branded Content

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.

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.

Alfonso Gonzalez

Chief Strategy Officer at Havas Media Group

Pablo Vazquez

Managing Partner at Collaborabrands

Raquel Espantaleon

Head of Strategic Planning at Mrs. Rushmore. APG Vice President.

David Corominas

Brand strategy, branding, communication and advertising advisor at EFIALTES.

Jesus Fuertes

Vice President, Strategy and Innovation at TBWA

Adrian Mediavilla

Brand Strategy Freelancer & Creator and host of the Hoy No Es Mañana podcast.

Pedro Aires

Creative Strategy Director at Sony Music Entertainment

Leticia Michelena

Strategic Project Manager at Arena Media

Santiago Fernandez

UX Researcher at Covantis

Ana Alonso

Global Strategy Director” at Wunderman Thompson

Alex Pallete

Founder and Chief Strategy Officer at PICNIC

Gonzalo Madrid

Chief Strategy Officer and Co-Founder at WINK

Clara Benayas

Head of Cultural Strategy at La Despensa

Bea Dominguez

artner in “The Department of Investigators”.

Jacobo Pérez del Pulgar

Co-Founder & Corporate Strategy Director at Jungle

Gloria Garces

Media Development Team Leader at Havas Media Group

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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.