For the past year or so I've noticed an uprise in aspiring planners from creative ad schools. This is definitely a change in attitude because most Swedish planners have by tradition had an academic background in business studies. I like this development for a couple of reasons. First, I'm not sure business studies is the right background for account planning (in general and with exceptions). Second, good creatives are also pretty decent planners. There are also a lot more ad school students than there are advertising literate business graduates (trust me, you can count these on one hand), and quantity should theoretically lead to quality. As there's little room for hardcore strategic/analytical planning in the Swedish advertising industry, there's definitely a case for ad school graduates with curious minds.
May 25th, 2009 at 15:33
Interesting.
Im self a Swedish student in Creative Marketing today and want to become a planner since I had my first internship at Great Works last year.
I have now done two years and want to do a third year but don’t really now where yet.
So this post comes in an opportune moment.
What kind of advice do you as a planner got for me as the next generation planner,
1, Marketing communications. One year at Berghs School Of communications.
2, IHR at Stockholm University. one year
3, Take some separate courses and take different subjects in media, pr, advertising, economics and communications.
4, One or two years at London Collage of communications. Creative advertising strategy.
I have applied for all this courses and waiting for a decision.
What I know is that I’m going to take a boot camp (just 12 weeks) in Account Planning at Miami ad school after graduating.
does it sounds like a good plan?
And what advises do you have?
Cheers!
May 25th, 2009 at 15:46
my guess … from Sweden
May 25th, 2009 at 17:15
be a creative strategist or more a strategic creative …
May 25th, 2009 at 17:36
Richard: As I think there’s only that much you can learn from advertising/marketing books, I would do separate (university) courses, perhaps in subjects like philosophy (very useful) or microeconomics. Or even psychology.
Shorty: nice insight!
Alina: exactly. Did you read this article btw: http://adsoftheworld.com/blog/ivan/2009/may/08/creative_planners_the_industry_s_new_xmen
May 25th, 2009 at 22:01
I would get a junior planner gig at a place with a good reputation. Any day. there’s only so much you can (and should) learn in terms of marketing (most is ridiculously behind), but quite a few good people you should hang with and listen to. In my oppinion. The must read books can probably be counted on one and a half hand.
May 25th, 2009 at 22:13
I agree with Olle that a job is probably the best way to learn.
May 26th, 2009 at 22:40
Hi Richard,
I went to the Miami Ad School Boot Camp this past January (just graduated 8 weeks ago). Let me know if you have any questions!
June 14th, 2009 at 04:00
I myself am a product of the Miami Ad Boot Camp in SF & will underscore the offer of questions. As a full time planner now, I recently met a group of Swedish Planning students that attend the Academy of Art (also in SF). Talking to their Planning Director there, he mentioned there’s a pseudo Renaissance of Swedish students getting into the planning arts as they had a steady influx of students streaming into the school. “Swedish planners are the new British planners” he also mentioned. Interesting thought and having seen their work, they’re churning out some brilliant stuff.
June 14th, 2009 at 20:41
Interesting.