Advertising Strategy & Planning
Planning your journey into the world of advertising Strategy & Planning? Take the first steps with The School of Communication Arts, consistently the world’s most awarded ad school. With access to a huge list of industry-leading mentors, connections, and education, our learning model has proved the best strategy to prepare you for a great career.
SCA gives you the opportunity to form your own style, rather than that of an individual agency. You can explore the way you work, and choose a style that helps you to reach your maximum potential. But that wouldn’t be possible without some help – which you’ll have lots of.
SCA isn’t just about the individual – you’ll work alongside Art Directors, Copywriters, Technologists, and Ideapreneurs, giving you an insight into how each discipline functions. It’s helped our students to explore every route available to them, and make informed decisions about what is best for them.
Working together also means that teamwork will become second nature to you. As a planner, you’ll have to work closely with a creative, and a great planner is a creative’s best friend. So, knowing how they work makes everything a whole lot simpler, and results in amazing work.
By attending all classes and workshops as a group, you’ll learn a whole host of new skills. You’ll find Copywriters learning to draw, and Art Directors crafting beautiful headlines. We combine all these disciplines to simulate an industry environment, where working together has a huge impact on the outcome of a project. Having an understanding of how others work aids collaboration, which we believe is at the heart of a great idea.
We see students come to the school who already know whether they want to be an Art Director, a Copywriter, or a Planner, and some who realise what they want to do after they’ve arrived and tried each out for a while. Whether you decide that one is for you, or you want to dabble in all, there’s plenty to learn at SCA.
What you’ll learn
We’ll help you to think with words, and come up with great ideas that use brilliantly crafted copy to get your message across. There are classes on creative techniques, and different schools of thought that can help you to open your mind and reach better ideas. You’ll get help to make the most of your time, and will be guided to find your own processes and the best way to work. Everyone works differently.
We’ll also teach you to balance your copy with visuals, and show you how they should complement each other. You’ll learn how to work with your partner, and the contribution each of you should be making.
We’ll also teach you to balance your visuals with copy, and show you how they should complement each other. We’ll inspire you with examples of amazing art direction, bringing in a raft of mentors, and scheduling master-classes to enrich your minds. One of which is our Thursday Culture Club, where we meet some of the most inspiring people in the industry and look at their latest work. They’ll show you what they’ve achieved, tell you how they did it, and give you an insight into their lives and roles, which you can learn from, and apply to your own journey.
You’ll also learn the art of headlines. Iteration. Iteration. Iteration. We’ll have you writing sheets and sheets until you find the perfect execution, and you’ll have heaps of mentors on hand to help. We’re strong believers that great work is 80% great idea, and 80% craft, so we’ll teach you both here at SCA.
You’ll get to meet a whole host of industry-leading guest mentors, including big names like Dave Trott, Rory Sutherland, and Sir John Hegarty. On top of that you’ll have support from a multi-award winning bunch of regular mentors. There will always be someone around to inspire, support, or help you. Meet a few of them below.
Vikki is the Queen of Copy. She’ll show you the difference between passive and active, and will be there to hammer home that less is always more. When she’s not busy freelance copywriting for some of the world’s biggest brands, she’s on twitter posting examples of great copywriting, especially in places where you wouldn’t expect it. She’s also the creator of #copywritersunite, which hosts regular get-togethers, and runs the hilarious twitter account @agencyquotes.
Tony is more than just an incredible copywriter. He’s the most awarded copywriter of the last 50 years. One of the greats of the advertising world, it’s always exciting when Tony comes to school and shares his immense wisdom with the students. He’ll show you some of the award-winning ads he created at CDP and DDB, and tell you all about what it takes to craft amazing headlines and long copy ads.
Another of our copywriting mentors, Caroline will crack the whip on your commas, apostrophes, hyphens, and spelling. She knows a good line when she sees it, and will show you some of the tricks of the trade on how to write one.
After becoming the youngest UK Poetry Slam Champion in 2007, Deanna has only improved. She’s a poet, an actress, a spoken word performer, and co-founder of Chill Pill, a popular spoken word event that takes place in London. She’s at the cutting edge of underground poetry, and you won’t find a more excited person to help you to push your work forwards.
Pete pops in a few days a week to tell you to start again. He’s a firm believer that there’s always a better idea, and will push you to make your work the best that you possibly can. He might point out all the holes, but he won’t leave until he’s helped you to fill them all in again. When he’s not mentoring at SCA he’s a freelance creative, and when he’s not doing either of those, he’s a stand-up comedian and a director.
Previously Mike was the Executive Creative Director at Brave, The&Partnership Canada and Toaster (Google Creative Lab’s partner). His approach is to create famous work that people like and share. That offers value to people’s lives with a purpose that transcends simple broadcast advertising.