Apply at www.hoala.eu

Contact // amsterdam@hoala.eu

Apply at www.hoala.eu

SIMON WASSEFExecutive Strategy Director at R/GA, London.

BEN ARMISTEADHead of Planning at 180, Amsterdam.

TOBIAS NORDSTROMHead of Planning at Forsman & Bodenfors. Gothenburg.

ROB CAMPBELLHead of planning at Wieden+Kennedy, Shangai.

JULIAN COLEHead of Communications Planning at BBDO, New York.

SARAH WATSONGlobal Chief Strategy O�cer at BBH. New York.

GARETH KAYPartner at Chapter, San Francisco.

LUCY JAMESONChief Executive O�cer at Grey, London.

ANÍBAL CASSOGroup Strategy Director at Droga5, New York.

OMAR QUIÑONESGroup Strategy Director at Anomaly, New York.

PROFESSIONAL

MASTER COURSE INACCOUNT PLANNING

AMSTERDAMSEPTEMBER 2016

MARTIN WEIGELHead of Strategic Planning at Wieden+Kennedy, Amsterdam.

Strategic planning is absolutely key in the current

high-competitive environment where brands fight

to be relevant and to connect with consumers.

The evasive audience and the media fragmenta-

tion make the role of a planner more important

than ever in order to keep the brand coherence in

the transmedia landscape where brands live

today. So it is not a surprise that planners are now

one of the most demanded and important roles in

the communication industry.

Besides this, the old strategic thinking that is still

taught in some universities and schools has

radically changed and now is no longer enough

for the daily challenges that brands and commu-

nication companies face on their daily basis. For

this reason, at HOALA we think that the training of

a planner must be updated and given by the best

team formed by the most qualified and renowned

planners in the world, o�ering to the attendee an

unbeatable and mind-blowing training.

PROFESSIONAL

MASTER COURSE INACCOUNTPLANNING

WELCOME

OBJECTIVES/The objective of this course is not only to provide a powerful theoretical base, but also an actual

practical implementation, focused on the day-to-day work of a planner and the tasks that a planner

has to solve in order to practice the authentic role of a strategic planner.

This approach has the focus on the acquisition by the attendee of a set of skills that other planning

courses don’t o�er in order to transform them into professionals who believe in their intuition to solve

communication problems, who are able to transform the information from the research phase into

inputs that accelerate and inspire the creativity, idea communicators that inspire work teams and

clients, professionals that deeply understand consumers giving a special weight to the research and

investigation as the shortest and most reliable way to detect and find insights and, last but not least,

hard-worker planners, enthusiastic professionals that are clear about what is the best fertilizer to their

careers as strategic planners: a superior and world-class knowledge.

APPLICATION PROCESS/The selection will be done based on the curriculum and a personal interview. The goal behind this

process is to assure to every attendee high-level discussions and debates during every session. The

experience that HOALA has collected during all of these years has showed us that the quality of a

course is not only on the content program or the lecturers but also on the level of the attendees and

the debates created during every session.

LIMITED VACANCIES/The course is limited to 16 attendees in order to provide an exclusive, personalized and high quality

training.

CARREER OPPORTUNITIES/ Every attendant will be ready to work on a strategic planning department at advertising agencies, BTL

agencies, media agencies, digital agencies, branding and strategy consultants and brand marketing

departments among others.

STRUCTURE/The course is structured in 11 intensive weeks where the best planners around the world will provide

theoretical and practical knowledge to the attendee; besides their professional experience with the

brands they work for everyday.

The course has an executive format, so attendees will be able to combine the course with their

professional responsibilities. The weekly sessions will have the following structure:

// 4 hours session during the Friday afternoon (17:00-21:00 hrs) typically focused on theory and its

practical implementation.

// 4 hours session during the Saturday morning (9:00-13:00 hrs) typically focused on case studies

where the lecturer will show you the methodology and the strategic thinking behind the case.

Besides the class hours and if the lecturer considers it appropriate, the attendees will have to develop

some homework during the week: read articles or books and prepare briefs or even research…

WHO IS THIS COURSE AIMED AT?Strategic planners, account executives, creatives, designers, communication directors, brand mana-

gers and professionals who need a strategic process to develop their work. And in general, to any

intuitive person, with experience in the creativity, communication or advertising field, open minded,

willing to learn, live experiences, listen new point of views and fearless to the unknown and new.

It is not a mandatory to hold a university degree to attend this course.

Content and program curator

Agustin brought last year the Hoala experience to

the Dam with the first edition of the Hoala´s

professional master in Account Planning where he

was also part of the internationally recognized line

up of lecturers. This experience allowed Agustin to

apply all the learnings from the first edition to this

renewed and powerful content program.

Agustín Soriano, Strategy Director at

Forsman&Bodenfors, Gothenburg.

WEEK 02/

9th-10th September

THE POSITIONING.

How to position brands today. Positioning vs.

Purpose. How to find the di�erence for a brand.

Positioning toolbox. Positioning & band

management. Case studies.

Lecturer: Simon Wassef, Executive Strategy

Director at R/GA, London.

AGUSTÍNSORIANO

WEEK 01/

2nd-3rd September

THE ACCOUNT PLANNING.

Introduction to the Account Planning role. What

means to be a planner? Roles, tasks and profiles of

a planner. What you have to read, listen, feel and

know to become a better planner. A planner for

tomorrow: main challenges and evolution.

Lecturer: Martin Weigel, Head of Strategic

Planning at Wieden+Kennedy, Amsterdam.

MARTIN WEIGEL

WEEK 03/

16th-17th September

RESEARCH IN PLANNING.

What you should know about the most used

research and investigation techniques in planning.

How research is done at the best agencies. What

happens when you don´t have time for research.

When research can help you to uncover insights

and inspire creativity. Case studies and examples.

Lecturer: Ben Armistead Head of Planning at 180,

Amsterdam.

BEN ARMISTEAD

BEN ARMISTEAD

SIMON WASSEF

TOBIAS NORDSTROM

TOBIAS NORDSTROM

WEEK 05/

30th-1st October

HOW CULTURE AND

COMMERCE INTERACT.

Consumers and culture. How to listen and detect

the behavior of a consumer using culture. How to

detect waves and cultural movements and connect

them with brands. Anthropologic and sociologic

dimension of consumption. Case studies.

Lecturer: Omar Quiñones, Group Strategy Director

at Anomaly, New York.

OMAR QUIÑONES

WEEK 07/

21st-22nd October

TRENDS AND FUTURE ON PLANNING.

DIGITAL PLANNING.

Major trends in communication and planning.

Planning in a digital world. What is digital? What has

digital changed for planning and communication?

Hacking strategy. Design thinking workshops.

Lecturer: Gareth Kay. Partner at Chapter, San

Francisco.

GARETH KAY

WEEK 06/

7th-8th October

STRATEGIC CONCEPTUALIZATION AND

THE CREATIVE BRIEF.

The planner as the catalyst of the creativity. How to

write better and more inspiring creative briefs. What

a creative needs from a planner and what a planner

needs from a creative. Presenting your creative brief:

the briefing session.

Lecturer: Sarah Watson, Global Chief Strategy

O�cer at BBH, New York.

WEEK 04/

23rd-24th September

CONSUMER INSIGHTS.

What is an insight and what is not. Is an insight what

you really need to connect with consumers? Where to

detect insights. Tools and models. The unique

Forsman & Bodenfors approach. How to use insights

to inspire creativity and build your strategy.

Lecturer: Tobias Nordstrom, Head of Planning at

Forsman & Bodenfors, Gothenburg.

SARAH WATSON

WEEK 08/

28th-29th October

COMMUNICATIONS PLANNING.

How to detect, prioritize and activate the touch

points between brands and consumers. Brand

planners vs. Comms planners. Design the

campaign’s KPI’s. Consumer journey.

Communications framework.

Lecturer: Julian Cole, Head of Communications

Planning at BBDO, New York.

WEEK 10/

11th-12th November

HOW TO PRESENT YOUR STRATEGY.

How to present the strategy to clients. Strategy

best practices. Case Studies and examples.

Lecturer: Rob Campbell, Head of planning at

Wieden+Kennedy, Shangai.

WEEK 09/

4th-5th November

EFFECTIVENESS AS THE KEY

INGREDIENT.

The e�ectiveness in advertising. When a campaign

is e�ective. How to judge and reach e�ectiveness

for a brand. Why planning is the key for

e�ectiveness. How to build an unbeatable

e�ectiveness case.

Lecturer: Lucy Jameson, Chief Executive O�cer

at Grey, London.

LUCY JAMESON

WEEK 11/

18th-19th November

INTENSIVE PLANNING WORKSHOP.

During this session, the attendees will apply all the

learnings and acquired knowledge into practical

cases to build strategies for real briefs in a final

special workshop.

Lecturer: Aníbal Casso. Group Strategy Director at

Droga5, New York.

ANÍBALCASSO

ROBCAMPBELL

JULIAN COLE

JULIAN COLE

+ INFO

PRICE/Total cost of Master: 6.800 €.

Enrollment: 500 €

(will be deducted from the total amount).

LIMITED VACANCIES/The course is limited to 16 attendees.

PLACE/HOALA AMSTERDAM: The Thinking Hut.

Mauritskade 55C, 1092 AD Amsterdam (Oosterpark)

APPLICATIONS/amsterdam@hoala.eu

TIME-LIMIT/Until July the 15th, 2016.

MORE INFORMATION/ Website Gallery

SUPPORTED BY/

www.hoala.eu