MARTIN WEIGEL Head of Strategic Planning at Wieden+Kennedy, Amsterdam.

SIMON WASSEF Executive Strategy Director at R/GA London.

BEN ARMISTEADChief Strategy O�cer, Grey Group Spain.

TOBIAS NORDSTROM Head of Planning at Forsman & Bodenfors Gothenburg, Sweden.

OMAR QUIÑONESGroup Strategy Director at Anomaly, New York.

AARON WIGGANGroup Strategy Director at Droga5, New York.

GARETH KAY Partner at Chapter, San Francisco.

JULIAN COLE Head of Communications Planning at BBDO, New York.

JESSICA LOVELLJoint Head of Planning at Adam&EveDDB, London.

ROB CAMPBELLChief Strategy O�ce/Partner at Deutsch LA.

ANÍBAL CASSOGroup Strategy Director at 72andSunny, New York.

Apply at www.hoala.eu

ACCOUNT PLANNING

PROFESSIONAL MASTER COURSE IN

AMSTERDAM, september 2017

Contact // amsterdam@hoala.eu

@alohahoala

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.

WELCOME

PROFESSIONAL MASTER COURSE IN

ACCOUNT PLANNING

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 with

every attendant. Is not the intention of Hoala to discard candidates based on their

professional achievements since at Hoala we think everyone has to have access to

the best professional training. The only goal behind this process is to assure high-le-

vel discussions and debates during every session and that can only be reached with

attendees that accumulate certain experience in the communication business. 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 (17:30-21:30 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 managers 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.

WEEK 01/

1st-2nd 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 02/

8th-9th 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.

SIMON WASSEF

WEEK 03/

15th-16th 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, Chief Strategy O�cer,

Grey Group Spain.

WEEK 04/

22nd-23th September

CONSUMER INSIGHTS

The unique Forsman & Bodenfors approach to

advertising and planning. What is an insight and

what is not. Is an insight what you really need to

connect with consumers? What are the sources

to find insights. How to use insights to inspire

creativity and build your strategy.

Lecturer: Tobias Nordstrom, Head of Planning

at Forsman & Bodenfors. Gothenburg, Sweden.

BEN ARMISTEAD

TOBIASNORDSTROM

WEEK 05/

6th-7th October

HOW CULTURE AND STRATEGY INTERACT

How culture can be powerful to make brand

relevant. Consumers and 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 06/

13th-14th October

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: Aaron Wiggan, Group Strategy Director

at Droga5, New York.

AARON WIGGAN

WEEK 07/

20th-21st October

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.

WEEK 08/

27th-28th October

COMMUNICATIONS PLANNING

How to detect, prioritize and activate the touch

points between brands and consumers. Brand

planners vs. Comms planners. Design the cam-

paign’s KPI’s. Consumer journey. Communica-

tions framework.

Lecturer: Julian Cole, Head of Communications

Planning at BBDO, New York.

JULIAN COLE

GARETH KAY

BREAK 29th-30th September

STRATEGIC CONCEPTUALIZATION AND THE CREATIVE BRIEF

TRENDS AND FUTURE ON PLANNING. DIGITAL PLANNING.

WEEK 09/

10th-11st 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: Jessica Lovell, Joint Head of Planning

at Adam&EveDDB, London.

JESSICA LOVELL

WEEK 10/

17th-18th November

How to present the strategy to clients. Strategy

best practices. Case Studies and examples.

Lecturer: Rob Campbell, Chief Strategy

O�ce/Partner at Deutsch LA.

ROB CAMPBELL

WEEK 11/

24th-25th November

At the start of the course, the attendees will receive

a real brief from Anibal that they will have to work

with through the whole course. During this session,

the attendees will present their strategic

approaches to Anibal applying all the learnings and

acquired knowledge. Together with Anibal, we will

dive into specific feedback paying special attention

to the elements that could be improved and finding

together all the possible strategic solutions.

Aníbal Casso. Group Strategy Director at

72andSunny. New York.

ANÍBAL CASSO

HOW TO PRESENT YOUR STRATEGY

INTENSIVE PLANNING WORKSHOP

BREAK 3rd-4th November

CONTENT AND PROGRAM CURATOR

Agustín brought the Hoala experience to the Dam

with the first edition of the Hoala´s master course

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 previous editions to this

renewed and powerful content program.

Agustín Soriano, Strategy Director at

Forsman&Bodenfors, Gothenburg.

AGUSTÍN SORIANO

+ INFO

PRICETotal cost of Master: 6.800 €.

Enrollment: 500 €

(will be deducted from the total amount).

LIMITED VACANCIESThe course is limited to 16 attendees.

PLACEHOALA AMSTERDAM

APPLICATIONSamsterdam@hoala.eu

TIME-LIMITUntil August the 15th, 2017.

SUPPORTED BY/

CHILE

www.hoala.eu