ACA Essentials Certificate

This course, delivered by current leaders in the Australian advertising industry, offers participants the opportunity to get a practical and diverse understanding of the variety of skills, processes and people in the industry today. 

Over eight modules, participants will gain an insight into the key disciplines and areas within the industry, including: Account Management, Strategic Planning, the Creative Process, Agency Finance, Production, Customer Experience, and Media.

Each speaker will deliver an overview of their topic, followed by their Top 5 Tips for their area of expertise. 

Content is delivered via video lectures which participants can watch at their own pace, with a final exam based on all content to be completed before Certification is awarded.

This course is available for members only.

ENTRY LEVEL, 0-2 years
Anyone with less than a year’s experience in an advertising, marketing or communications role. From recent graduates to people entering the industry from another profession.

Module 1: Australian Advertising
Lecturer: Mark Green, Co Founder Group CEO The Monkeys, Lead Accenture Interactive ANZ (and ACA Chair) & Michael Rebelo, CEO, Publicis Groupe Australia & NZ

• The role of advertising in business & culture
• The role of agencies
• Iconic campaigns in Australian advertising 
• Industry opportunities

Module 2: Account Management
Lecturer: Paul Coles, General Manager, BMF Australia

• The role of leadership and account management
• Building great client relationships
• Working with creative, strategy & finance
• Identifying and creating business opportunities

Module 3: Strategic Planning 
Lecturer: Kate Smither, Owner, The Tall Planner

• The role of strategic planning
• What’s an insight? (and where to find them)
• Writing great briefs

Module 4: The Creative Process 
Lecturer: Ant Melder, Co-founder/Creative Partner, Coffee Cocoa Gunpowder

• The process involved in developing great creative work (from a creative’s point of view)
• How all roles within agencies can add value to the creative process
• What helps and hinders great creativity

Module 5: Finance 
Lecturer: Nick Hand, Chief Financial Officer, Host/Havas Australia

• Agency finance structures
• Pricing creativity & various pricing strategies
• The language of value

Module 6: CX Essentials 
Lecturer: Ciaran Park, Executive Technology Director, R/GA

• Top 5 tech innovations relevant to advertising today
• Why are they important?
• Best ways to stay technologically informed

Module 7: Production 
Lecturer: Alexandra Hay, EP / Partner, Rabbit and Thumper Pictures

• From agency to producer – the process
• Keeping the idea alive
• Budgets and timelines
• Key considerations

Module 8: Media 
Lecturer: Alex Connell, Communications Planning Director, CHE Proximity
(formerly Client Director, UM Australia)

• The modern Australian media landscape
• Media throughout the creative process (and how creative and media agencies can work best together)

This course is self-paced and available until 31 December 2021 (members only).