Professional Master in Account Planning


Strategic planning is absolutely key in the current high-competitive environment where brands fight to be relevant and to connect with consumers. The evasive audience and the media fragmentation make the role of a planner more important than ever in order to keep the brand coherence in the transmedia landscape where brands live today. So it is not a surprise that planners are now one of the most demanded and important roles in 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 and mind-blowing training.


The objective of this course is not only to provide a powerful theoretical base, but also an actual practical implementation, focused on the day-to-day work of a planner and the tasks that a planner has to solve in order to practice the authentic role of a strategic planner.

This approach has the focus on the acquisition by the attendee of a set of skills that other planning courses don’t offer in order to transform them into professionals who believe in their intuition to solve communication problems, who are able to transform the information from the research phase into inputs that accelerate and inspire the creativity, idea communicators that inspire work teams and clients, professionals that deeply understand consumers giving a special weight to the research and investigation as the shortest and most reliable way to detect and find insights and, last but not least, hard-worker planners, enthusiastic professionals that are clear about what is the best fertilizer to their careers as strategic planners: a superior and world-class knowledge.


The course is structured in 11 intensive weeks where the best planners around the world will provide theoretical and practical knowledge to the attendee; besides their professional experience with the brands they work for everyday.

The course has an executive format, so attendees will be able to combine the course with their professional responsibilities. The weekly sessions will have the following structure:

- 4 hours session during the Friday afternoon (17:30-21:30 hrs) typically focused on theory and its practical implementation.
- 4 hours session during the Saturday morning (9:00-13:00 hrs) typically focused on case studies where the lecturer will show you the methodology and the strategic thinking behind the case.

Besides the class hours and if the lecturer considers it appropriate, the attendees will have to develop some homework during the week: read articles or books and prepare briefs or even research…


Strategic planners, account executives, creatives, designers, communication directors, brand managers and professionals who need a strategic process to develop their work. And in general, to any intuitive person, with experience in the creativity, communication or advertising field, open minded, willing to learn, live experiences, listen new point of views and fearless to the unknown and new.
It is not a mandatory to hold a university degree to attend this course.


The selection will be done based on the curriculum and a personal interview with every attendant. Is not the intention of Hoala to discard candidates based on their professional achievements since at Hoala we think everyone has to have access to the best professional training. The only goal behind this process is to assure high-level discussions and debates during every session and that can only be

reached with attendees that accumulate certain experience in the communication business. The experience that HOALA has collected during all of these years has showed us that the quality of a course is not only on the content program or the lecturers but also on the level of the attendees and the debates created during every session.


The course is limited to 16 attendees in order to provide an exclusive, personalized and high quality training.


Every attendant will be ready to work on a strategic planning department at advertising agencies, BTL agencies, media agencies, digital agencies, branding and strategy consultants and brand marketing departments among others.

Professional Master Course in Account Planning. Hoala Amsterdam.
Content Program

11 intensive weeks
Executive Schedule
With the world's greatest planners
Small group

Content and Program Curator

Agustín brought the Hoala experience to the Dam with the first edition of the Hoala´s master course in Account Planning where he was also part of the internationally recognized line up of lecturers. This experience allowed Agustin to apply all the learnings from the previous editions to this renewed and powerful content program.

Agustín Soriano, Strategy Director at Forsman & Bodenfors. Gothenburg.

2nd-3rd February

The Account Planning.Introduction to the Account Planning role. What means to be a planner? Roles, tasks and profiles of a planner. What you have to read, listen, feel and know to become a better planner. A planner for tomorrow: main challenges and evolution.

Lecturer: Martin Weigel, Head of Strategic Planning Wieden+Kennedy Amsterdam

9th-10th February

The positioning. How to position brands today. Positioning vs. Purpose. How to find the difference for a brand. Positioning toolbox. Positioning & band management. Case studies.

Lecturer: Simon Wassef, Executive Strategy Director at R/GA, London.

16th-17th February

Research in planning. What you should know about the most used research and investigation techniques in planning. How research is done at the best agencies. What happens when you don´t have time for research. When research can help you to uncover insights and inspire creativity. Case studies and examples.

Lecturer: Ben Armistead, Chief Strategy Officer, Grey Group Spain.

23rd-24th February

Consumer Insights. The unique Forsman & Bodenfors approach to advertising and planning. What is an insight and what is not. Is an insight what you really need to connect with consumers? What are the sources to find insights. How to use insights to inspire creativity and build your strategy.

Lecturer: Tobias Nordstrom, Head of Planning at Forsman & Bodenfors. Gothenburg.

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: Omar Quiñones, Group Strategy Director at Anomaly. New York.

9th-10th March

Strategic conceptualization and the creative brief. The planner as the catalyst of the creativity. How to write better and more inspiring creative briefs. What a creative needs from a planner and what a planner needs from a creative. Presenting your creative brief: the briefing session.

Lecturer: Aaron Wiggan, Group Strategy Director at Droga5, New York.

16th-17th March

Trends and future on planning. Digital planning. Major trends in communication and planning. Planning in a digital world. What is digital? What has digital changed for planning and communication? Hacking strategy. Design thinking workshops.

Lecturer: Gareth Kay. Partner at Chapter, San Francisco.

23rd-24th March

Communications Planning.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: Julian Cole, Head of Communications Planning at BBDO New York.

6th-7th April

Effectiveness as the key ingredient. The effectiveness in advertising. When a campaign is effective. How to judge and reach effectiveness for a brand. Why planning is the key for effectiveness. How to build an unbeatable effectiveness case.

Lecturer: Jessica Lovell, Joint Head of Planning at Adam&EveDDB, London.

WEEK 10:
13rd-14th April

How to present your strategy. How to present the strategy to clients. Strategy best practices. Case Studies and examples.

Lecturer: Rob Campbell, Chief Strategy Office/Partner at Deutsch LA.

WEEK 11:
20th-21st April

Intensive Planning Workshop At the start of the course, the attendees will receive a real brief from Anibal that they will have to work with through the whole course. During this session, the attendees will present their strategic approaches to Anibal applying all the learnings and acquired knowledge. Together with Anibal, we will dive into specific feedback paying special attention to the elements that could be improved and finding together all the possible strategic solutions.

Lecturer: Aníbal Casso, Group Strategy Director at 72andSunny. New York.

*The dates of the sessions are subject to change dependent on the schedule of the lecturers

* In the case of the course not reaching the minimum amount of needed qualified attendees or any other important logistic issues, Hoala will be entitled to change the dates of the course up to 15 days before the date of start. In that case, Hoala will refund entirely the enrollment money paid by every attendee. Hoala will not be responsible for any other expenses the attendee might have had until that moment. In the case of an accepted attendee being interested in attending the next edition of the course, Hoala will keep her/his seat blocked and reserved.



APPLICATION PERIOD: Until January 8th, 2017.
LIMITED VACANCIES: The course is limited to 16 attendees.




  • The HOALA Master in Account Planning made me remember how comfortable my current situation is and how nice it is to get out of that comfort zone again. In addition to this, the different international backgrounds of both students and lecturers benefit the course and the work you do together a lot.
    Anouke Jansen, Content & Community Manager at DDB Amsterdam
  • The Amsterdam Hoala Master Course in Account Planning gave our international class of 16 people an insight into 11 of the most interesting careers you can find in planning. A truly career changing experience for me. Now let's hope I can share such awesomeness in 20 years time myself.
    Sytse Kooistra, Senior Brand Planner at Isobar
  • As a young, somewhat inexperienced planner, I applied to this Master to get advice and tips on how to approach account planning. Initially, I mainly expected practical tools. Although I have learned some tools, the Master has taught me so much more. It has given me a broader view of the philosophy behind advertising, where the industry is going and what role an account planner can play in this. This is a result of 11 weeks of being inspired by and listening to some of the best planners in the world, but also the interactions with the highly talented other planners that participated the Master. It has been one hell of a ride. No matter how experienced you are, don't miss out on the opportunity of participating in this Master!
    Jeroen Senden, Strategy Manager at FHV BBDO