It's difficult to tell people what you do when you're an account planner. You don't make the ads, you don't retouch the ads, you didn't create the visuals, and you don't write the copy (most of the time)...and if you're good, you're much more than a brief-writer or deck-maker. The role a planner plays in the agency is perhaps the most dynamic, future-oriented, and fun. And your role as a planner has more possibility now than ever before, as the entire advertising industry shifts to re-define its value to clients. We'll investigate what all the change and momentum that means for us, as planners - what you should be doing, thinking, making. 

This class may be for you if you are:

• considering switching to planning from another discipline in your agency
• switching to agency planning from another marketing position
• in your first planning position

You'll come away from the class with:

• a framework for when and how you can inspire good creative work
• ways to frame/re-frame a client's problem or opportunity
• a sense of the responsibility and possibilities in being a planner
• how to sharpen your own value as a specific type of planner