About

 

The Planning Salon's annual Digital Strategy Bootcamp is an intimate, hands on course with practicality in mind. You will hear and work directly with digital strategy leaders at the frontline of some of the world’s most celebrated digital campaigns. The speakers draw on their experience from top advertising agencies such as BBDO, Droga5, BBH, Big Spaceship, Anomaly, R/GA, Naked Communications and Grey providing a weekend course of proven winning formulas that can be applied directly to campaigns. 

**New dates will be announced in October 2018**

 
 

The course is broken into six modules - each dedicated to a specific element of Digital Strategy and taught by subject experts. The speakers work with small groups to apply learnings to a hypothetical brief given at the start of the weekend. The modules provide a range of no-nonsense formulas, models and templates that participants can directly apply to their workplaces. 

 
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Module 1: What is Digital Strategy?

An introduction to the course and the role of the digital strategist within an advertising agency. It looks at their role in relation to a Brand Planner and Creative. 

We also introduce the case study that we will be working on over the weekend.

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Module 2: Finding Insights

Looks at the free and fancy tools to find the best way to gather insights to create a consumer journey that will help inform communications tasks and tactics.

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Module 3: Comms Architecture

This gives the specific criteria to help evaluate the best paid, earned and owned media channels to reach objectives, as well as how to write a communications plan.

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Module 4: Creative Briefing 

This goes into detail about how to write a variety of tactical briefs that manifest from the comms plan, which helps lead to great work. 

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Module 5: The Campaign Ecosystem

An 0verview of the seven step process to design digital ecosystems to help make a specific creative idea robust. 

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Module 6: Presenting an idea and measuring success

A proven approach to crafting presentations that sell, including a formula for creating and measuring success.

 

The Planning Salon team is a group of leading digital strategists who apply their craft daily. Collectively their campaigns have been celebrated with more than 50 global awards, including 7 Cannes Lions and 12 Effies. 

 

Julian Cole

head of engagement planning at bbdo

Julian Cole is the Head of Engagement Planning at BBDO. Previously Julian, headed up Comms Planning at BBH NY where he helped launch the PlayStation 4, which went on to be the fastest selling platform in video game history. The work was also most awarded integrated North American campaign winning 2 Gold Cannes, 2 Silver and a Bronze Lion for the launch. At BBH he also oversaw the Comms Planning for Axe, Sprite, Google Play, Johnnie Walker, Sharpie and Westin. 

Julian has also taught Digital Strategy and Comms Planning to over 1000 students on Skillshare and had had his presentations explaining Digital Strategy viewed over 1,000,000 times on Slideshare. 

@juliancole

Amber Horsburgh

vp strategy at downtown records

Amber is the VP of Strategy at Downtown Records helping artists and brands connect with fans through strategic partnerships and integrations. She got her start in the entertainment world 7 years ago from EMI Music, MTV and OneLove (an SFX company) before moving to Big Spaceship to work across product, marketing and social strategy. In 2014, she set up Big Spaceship's first international office in Seoul running strategy from the region for Samsung Mobile. Her other clients have included: YouTube, AXE, Google Play, Sonos and Fred Segal.

Amber has taught how to grow online audiences like Macklemore and being a scrappy strategist at Skillshare and mentors st SheSays. 

@amberhorsburgh

 
 
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Kristian Henschel

Senior integrated planner AT grey

Kristian currently oversees global projects on Gillette at Grey. Before that, Kristian worked on American Express and Vanguard in his role as a Senior Planner at KBS+. 

Since moving to New York in 2011, he has worked in multiple marketing roles including sports branding where he worked on the New York Yankees,  Madison Square Garden, The NCAA, NASCAR and the new Miami Marlins rebranding.

@k_henschel    

Michael Goldstein

Associate director, connections planning at r/ga

Mickey straddles the creative, comms and media world as an Associate Director of Connections Planning at R/GA. He got his start in advertising at TCO in Sydney, Australia. Since then he has worked at various agencies on communications and digital planning for Coke, TELUS, Samsung, Wall Street Journal, Bulleit and PBS where his #TvGoneWrong campaign won 3 Gold Effies and increased their membership by 60%, the most successful PBS campaign of all time. 

Mickey is a regular mentor at BBH's Griffin Farley. He also co-founded a Brooklyn Techno collective; 'MATES'  and has had his mixes featured in Vice's THUMP.

@MickeyG77

Who Should Join?

 

Whether you are in account management or strategy, working  or in an agency or client side, at a startup or a fortune 500, this course is designed for junior to mid level marketers looking to expand and solidify their knowledge in the core elements of crafting, presenting and implementing effective digital strategy. 

 

Our Value

 

360 degree approach.

We take you through the whole cycle of the campaign, from brief to strategy, to implementation and optimization. We take a holistic approach to making your campaign effective. 

 

Actual skills.

We will not tell you thoughts or opinions, we will give you no-nonsense skills, models and processes that you can directly apply to your current projects. 
 


Intimate and hands on.

We believe the most effective way to learn an approach is to personally apply it to an example. We've designed the course to follow a live brief that participants work through with the speakers. The course is capped at 25 to ensure each participant gets close, direct guidance from speakers. 

 

Experienced speakers and mentors.

You will work with leading digital practitioners, not theorists. Those that create, present and implement major digital campaigns. You can be assured that what you learn is tried, tested and ready to take straight back to your workplace. 

 

 
Finding the words to explain the perspectives Julian gave me and how much he made my life easier is probably the hardest task of this skillshare course. He is a fantastic teacher, very involved and available for his students. But most of all he manages to clarify the complicated and yet exciting challenges strategy is facing nowadays. He gave me tools I already use on a daily basis, he showed me new ways to define and solve problems, he gave me confidence. Meet Julian and whole new world will open up for you.
— Samuel Grinfeder, Planner at TBWA London
Directors of Strategy don’t typically have time to take lunch, let alone teach 3-week courses, write thoughtful, multi-paragraph, same-day feedback to dozens, and demystify a topic the industry has been scratching its head about for years ...with a single deck. I just don’t know where this man found the time. Julian Cole is superhuman
— Becca Taylor, Planner at 180 LA
Amber was concise and straightforward yet demonstrated some surprising, free tools and tactics I can add to my strategy arsenal. This was time well spent. Thanks!
— Kate Collinson, Account Manager at IE Agency
Amber is awesome. She identifies key strategies and tools in her lessons and provides great direction for your own project while giving you room to be creative with it as well. It’s a fun course and you’ll walk away with a significant increase in knowledge.
— Ben Wagner