Advertising Strategy & Planning

Planning your journey into the world of advertising strategy & planning? Take the first steps with The School of Communication Arts, 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.


Integrated Classes

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 visually and with words, and come up with great ideas, that use both to great effect 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 teach you to balance your visuals with copy, and vice versa, and show you how they should complement each other. We’ll inspire you with examples of amazing advertising, bringing in a raft of mentors, and scheduling master-classes to enrich your minds. One of which is our Thursday Culture Club, where we look at the work of some of the most inspiring people in the industry. 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 layout. We will hammer home the grid, until everything you do is perfectly spaced, aligned, and looking beautiful. Not only this, but you’ll also leave the School of Communication Arts writing incredible headlines. Iteration. Iteration. Iteration. We’ll have you writing sheets and sheets until you find the perfect words, and you’ll have heaps of mentors on hand to help.

But perhaps most importantly, you’ll learn how to think. You’ll be writing propositions, finding insights, and writing briefs throughout your year at SCA, until you can do it with your eyes closed.

We’re strong believers that great work is 80% great idea, and 80% craft, so we teach you both here at SCA.



You’ll have the opportunity to meet an extensive list of mentors who are at the forefront of the advertising industry, including big names like Dave Trott, Rory Sutherland, and Sir John Hegarty. You’ll also have support from a multi-award winning team of regular mentors, who will be in the studio on a daily basis. You’ll never be stuck for inspiration, guidance, and support with these guys around. Meet a few of them below.

Vikki Ross
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 writing 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.

Ian Hands
Ian is our head of craft. He knows his way round a mac better than anyone, and is always about to teach you a new skill, or help you to brush up on old ones. In fact, there’s not much he hasn’t turned his hand to. From typography, to art, to animation, to 3D design, there’s always something new to learn from Ian and his experience in the industry.

Deanna Rodger
After becoming the youngest UK Poetry Slam Champion in 2007, Deanna has only got better. 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.

Rob Binfield
Rob is our art direction mentor, although that’s not all he does. He started his creative career early, taking a place at art school when he was just 16. Throughout his life, he’s dabbled in art, advertising, music, and more. He now owns his own creative agency, and is most often found with a sharpie in his hand and a stack of scamps on his desk. He’ll have you doing the same in no time.

Pete Cain
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.

Julian Hanford
Julian spent most of his career in advertising as a creative director and commercials director, before calling “that’s a wrap!” and launching into another career as an artist and photographer. He now specialises in conceptual portraiture, and has shot some of the biggest names in advertising (his Facebook friends list is more impressive than most of our students’). He’s always happy to lend a hand with a smile on his face, especially when it comes to rigging up the studio lights and clicking the shutter on the school’s cameras.

John Griffiths
John has worked for so many agencies and clients that his CV has a search function. He’s one of the industry’s best planners, and can turn any old brief into a simple, effective, and clear strategy in seconds. After 30 years in advertising, he has more insight that most agencies. He’s the guy to go to at the beginning of the process when you’re figuring out what you want to say, how to say it, and who to say it to.



Apply now for the world’s best ad school, and start your career in strategy & planning.


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