Miami Ad School is holding a crash course in content creation from top creatives at J. WalterThompson, M&C, Whybin, & Clems.
Last month Stacy Minero, head of content planning at Twitter, wrote 10 Trends Shaping the Future of Branded Content in AdWeek. Here’s one:
Agencies will buy their way into new creative models: While creative agencies continue to wage a war for top talent, holding companies will diversify creative services by adding new shops to their roster. Earlier this year we saw the Publicis acquisition of Relvant24, a digital advertising firm that specialises in live content based on cultural trends. Plan to see agencies acquire creative shops with an “art meets science” approach to content.
Adland is changing. Because the world is.
“It feels like the development of mobile devices has accelerated to a point where every 6-12 months there’s a new piece of tech on the market that forces the ad world to reconsider their approach.” [Chris Little, digital creative director at M&C Saatchi, who will teach It’s a Mobile World.]
The Miami Ad School Crash Course in Content Creation is your fast lane to having what agencies want now and will want even more tomorrow. That’s “agencies” meaning both the multinational stalwarts and the hot indie upstarts (or start-ups, if you’d rather).
“In 2015 people can be constantly online, connected to their network 24/7 and with a raft of content at their fingertips. On the flip side, savvy brands can learn more about Australians than ever before. So I’m super excited to share my experience with the Miami Ad School students in Sydney and probably get some tips from the new generation of truly mobile creatives.”
The 10 week course is an introduction to the school’s Copywriting Portfolio course. It will be held during the school’s winter quarter, starting on July 6. Classes will be taught from 6pm to 9pm, Mondays to Fridays in the former offices of ad agency Naked Communications in Surry Hills. Crash course Student who decide to continue in the copywriting portfolio course will receive a credit for the 5 classes.
Five creatives from top Australian agencies will teach one aspect of content creation each:
Will Edwards, associate creative director at J.Walter Thompson will teach the class Scriptwriting.
Chris Little, digital creative director at M&C Saatchi will teach It’s a Mobile World.
David Roberts, senior copywriter at Whybin TBWA will teach Short & Sweet.
James Theophane, group creative director at Saatchi & Saatchi will teach Product Creation.
Brendan Willenberg, deputy creative director at Clemenger BBDO will teach Pop Culture Engineering.
“As the media landscape has morphed, so has the role of the ad agency. Today’s leading shops not only promote products, they come up with product ideas and then develop them. The Miami Ad School Product Creation class is a primer on the process and an absolute must for any aspiring creative,” Theopane noted.
The course has ten places available. Tuition costs are $5,500. For the application form and admission criteria contact the school director, Helga Diamond.