Master Account Planning

VI EDITION. VALENCIA. SPAIN. FEBRUARY 2018.
Strategic planning is absolutely key in the current high-competitive environment where brands fight to be relevant and to connect with its targets. The fragmented audience and the media multiplication make the role of a planner more important than ever in order to keep the coherence and the consistency in the transmedia communication that brands need nowadays. So it is not a surprise that planners are now one of the most demanded and important roles of 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 communication 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, offering to the attendee an unbeatable training.
OBJECTIVES
STRUCTURE
The course has an executive format, so attendees could be able to combine the course with their professional responsibilities. The weekly sessions will have the following structure:
- 4 ½ hours session during the Friday afternoon (16:30-21:00 hrs).
- 4 hours session during the Saturday morning (9:30-13:30 hrs).
Besides the class hours and if the lecturer considers it appropriate, the attendees will have to develop some homework during the week: articles, books, briefs or investigations…
WHO IS THIS COURSE AIMED AT?
It is not a mandatory to hold a university degree to attend this course.
APPLICATION PROCESS
CERTIFICATE
LIMITED VACANCIES
CARREER OPPORTUNITIES
Professional Master in Account Planning. Hoala Valencia.
Content Program
12 intensive weeks
Executive Schedule
With the best national and international planners
Small group

Week 1:
2nd-3rd february
The Account Planning. Introduction to the Account Planning. What is a planner? Roles, tasks and profiles of a planner. What you have to read, listen, feel and know to become a better planner.
Lecturer: Jesús Melero, Strategy Director / Board Member APG. Spain.

Week 2:
9th-10th february
The positioning. The value a brand brings to differentiate and position a product or service. How to position and reposition a brand. Tools to build a brand’s positioning in a competitive environment.
Lecturer: Ugo Ceria, Crearive Strategist at Facebook, Paris.

Week 3:
16th-17th february
Research in planning. The most used research and investigation techniques in planning. Introduction to quantitative and qualitative research. Tools. What you have to learn and unlearn about research. Case studies and examples.
Lecturer: Sam Júdez, Managing Director at DDB Spain.

Week 4:
23rd-24th february
Comsumer-Insights.Observations vs. insights vs. beliefs. How to detect insights. Tools and main models. How to use insights to inspire creativity and build your strategy.
Lecturer: Juan Isaza, Strategic Planning / Social Media VP at DDB Latina. Miami.USA.

Week 5:
2nd-3rd march
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: Nuria Serrano, Head of Strategic Planning de VCCP Spain.

Week 6:
9th-10th march
Effectiveness as the key ingredient. The effectiveness in advertising. How to judge and reach effectiveness. Why planning is the guardian of effectiveness. How to prepare a strategy case for festivals.
Lecturer: Pablo Vazquez Cagiao. Socio Director at Collaborabrands, Spain

Week 7:
23rd-24th march
Brand Strategic management.
From the brand creation process to the brand management over time. What means a brand today. Brand architecture.
Lecturer: Jesús Fuertes, Vicepresidente, Estrategia e Innovación at TBWA Spain.

Week 8:
20th-21st april
Strategy in digital media and Comms Planning. Digital revolution, new opportunities.How to detect, prioritize and activate the touch points between brands and consumers. Brand planners vs. Comms planners. Design the campaign’s KPI’s. Consumer journey. Communications framework.
Lecturer: Anna Roca, Strategic Planning Director at BBDO, Spain.

Week 9:
4th may
The Account Planning in new disciplines: Business, Start-Ups and Brand Venturing. A new approach. Involvement in the client’s business. Risks and profits. New work process with planners in the leading role.
Lecturer: Marco Vega, Creative driven Strategist and Co-Founder at We Believers, NY. USA.

Week 9:
5th may
Marco Vega,
Creative driven Strategist and Co-Founder at We Believers, NY. y
Gustavo Lauria,
Co Founder at We Believers and President US Hispanic Creative Circle
New York.

Week 10:
11st-12nd may
Strategic conceptualization and the creative brief. The planner as the catalyst of the creativity. How to write better and more inspiring strategic concepts. How to write the perfect creative brief. What a creative need from a planner. Presenting your creative brief: the briefing session.
Lecturer: Gem Romero, Head of Planning at Hello-LOLA, Lowe and Partners. Spain.

Week 11:
18th-19th may
How to present your strategy. How to present the strategy to clients. Strategy best practices. Case Studies and examples.
Lecturer: Oriol Bombi, Head of Strategic Planning & Founder atThe Cyranos // McCann

Week 12:
26th-27th may
Intensive Planning Workshop.
During this session, the attendees will apply all the learnings and acquired knowledge into practical cases to build strategies for real briefs in a final special workshop.
Lecturer: Aníbal Casso,Group Strategy Director at 72andSunny. New York. USA.
*The dates of the sessions are subject to change dependent on the schedule of the lecturers
REGISTRATIONS MASTER
Contact us for price inquiry master and special discount for groups with an agreement with school groups and unemployed.
PREVIOUS EDITIONS
Opinions
Former students’ opinions
Mi experiencia dentro del curso será inolvidable. Compartir con mentes brillantes sus vivencias y experiencias abre mi mente, me muestra nuevos caminos para construir una diferenciación necesaria en la comunicación. El mundo cambia y proyectos como este son los que dan una herramienta para estar al frente de este cambio. Gracias!
Paola Lagos, Planer estratégico en DDB Colombia.
Haber participado en el master ha sido lo mejor que he hecho y lo que más me ha llenado profesionalmente desde hace mucho tiempo.
Agustín Soriano, Founder & Executive Strategic Brand Planner en Rosebud
Me quedo con la lección de poder ver y analizar las cosas desde otro punto de vista más fresco e inteligente. Estoy muy contento por haber participado de esta experiencia durante todos estos meses.
Santiago Lapeña, Fundador y Director Artístico de Bit&You
Es una visión estratégica increíble, vista desde diferentes puntos de vista, formas de trabajar y de pensar. Enhorabuena y muchas gracias por todo. Ha sido una experiencia increíble. Lo pienso recomendar con mucho gusto a todos mis conocidos.
Ignacio Mas, Ejecutivo de cuentas en Grupo Ares
Ha sido una gran apuesta profesional. Me llevo muchos apuntes, muchas ideas, muchos caminos para andar, mucha energía y muchas ganas de crear cambio. Y me quedo con muchas sensaciones y reflexiones de personas y profesionales de altura. Gracias por la oportunidad de traernos a casa tanta luz.
Alex Rubio, Planner, on/off&Innovation Marketing Strategist. Cofounder AdictosSM. Hootsuite & Clandestina Ambassador.
Todavía flipo de cómo habéis conseguido juntar a todos estos cracks, sobre todo los que vienen de tan lejos, para darnos este master. Enhorabuena!
Vicente Malo, Director creativo y de estrategia en Malo Branding
Me ha gustado mucho el máster, creo que me ha servido de mucho!
Isabel López, Directora Digital y Nuevas Tecnologías en Publips
Para mí ha sido un gran descubrimiento tanto a nivel profesional como personal, una experiencia 10!!
Rosa Martín, Ejecutiva de Cuentas en AGR
En resumen... el Master ha cumplido de sobra con mis expectativas! Y lo que para nada me esperaba, y lo digo de corazón, era encontrar a este grupo de personas! Moláis mucho!! Yo ya lo he recomendado ;-)
David Verdoy, Planner y Director de Cuentas en Dadá Publicidad
Puedo decir que me siento afortunado por haber podido compartir mesa con tanto crack…Ha sido un verdadero placer participar en este master… y me doy cuenta de que por encima de egos y cuentas hay algo mucho más especial que son las personas…
Jordi Llinares, Strategic Creative Director at Delorean by d6
No me esperaba ni de casualidad la calidad que ha tenido el máster, felicidades por vuestro trabajo!
Jose Ugedafita, Director de Ugedafita.
Quería felicitaros porque pienso que habéis hecho un trabajo excelente. Que habéis aportado, con vuestra formación, un valor a Dadá que no hubiésemos podido conseguir de ninguna otra manera.
Enrique Pernía, Director de Dadá Publicidad
A quien le guste y apasione la publicidad, le supondrá un privilegio poder acceder a los mecanismos de generación de estrategias e ideas creativas.
Tomás Llorens, Jefe de equipo en Mediaedgecia
Ha sido un privilegio poder participar de este Máster. Muchas ideas nuevas, puntos de vista diferentes, grandes profesionales y compañeros. Me ha servido para ordenar y abrir mi mente para dar un paso adelante. ¡Una experiencia increíble y 100% recomendable!
Eva Marí, Directora de Marketing de Kuombo.
El master te ayuda a pensar mejor y con mayor seguridad, la realización de este master ha supuesto para mi cambiar mi modo de pensar y actuar.
Salva Dàries, Director Creativo de New Branding