In a fast-moving world where attention is scarce, strategy matters. AdSchool’s Core Strategic Planning course teaches you how to uncover insights, supercharge creative ideas, and deliver campaigns that resonate.

Over eight weeks, you’ll develop essential skills for strategy that drive impact and standout creative for brands, gaining expertise in:

Insight development
Discover the process of identifying and crafting powerful insights that engage audiences.

Data-driven storytelling
Learn how to turn complex data into narratives that guide creative development.

Creative briefing
Hone your ability to write clear, compelling briefs that inspire and direct creative teams.

Brand positioning
Explore frameworks that ensure a brand’s message stands out while staying authentic and relevant.

Anyone keen on strengthening their strategic skillset. Whether you’re starting out in planning or want to bring more strategic depth to your role in account management, creative or marketing, this program offers a unique opportunity to advance your expertise and connect with a community of like-minded professionals.

From one of Australia’s most awarded strategists to seasoned professionals shaping global campaigns, Core Strategic Planning gives you access to key insights and learnings from over 15 industry experts with lived experience.

Weekly facilitators (live session)

Zac Martin

Planning Director, TBWA\Melbourne

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Virginia Pracht

Co-Head of Strategy at TBWA\ Melbourne

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Hannah Muirhead

Founder/Strategist, Chapter Brand Leadership

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Graham Alvarez-Jarratt

Strategy Partner, Dentsu Creative

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Sebastian Revell

Executive Strategy Partner, Emotive

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Video lecturers (pre-recorded)

Alexandra Nel

Group Strategy Director, Connections, TBWA\Australia

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Hugh Munro

Head of Planning, The Monkeys

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Alison Tilling

Chief Strategy Officer, VMLY&R AU-NZ

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Jennifer Rhodes

Associate Director, Marketing Insights and Performance, Destination NSW

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Christina Aventi

Chief Strategy Officer, BMF Australia

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Fran Clayton

CSO DDB Sydney, DDB Group Australia

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Alex Speakman

Founder & Chief Strategy Officer, BULLFROG

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Michael Derepas

Chief Strategy Officer, The Monkeys Melbourne

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Ant Keogh

Chief Creative Officer, The Monkeys Melbourne

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Melanie Wiese

Former Chief Strategy Officer, Wunderman Thompson

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Over eight short weeks, you’ll be delivered bite-sized content designed to fit your schedule—anytime, anywhere. The best part? It takes no more than four hours a week.

Duration
Part-time.

Delivery
Pre-recorded video lectures for flexible learning combined with in-person tutorials to help you apply theory to practice. Weekly tutes for online courses will be delivered virtually.

Assessment
Practical projects, collaborative exercises, and a final capstone presentation to industry peers and mentors.

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Week 1

What is strategy and where did it come from?
Lecturer: Alex Speakman

• The history and evolution of planning
• Fundamentals of planning
• What all strategies have in common

Week 2

What is brand strategy?
Lecturer: Alison Tilling

• The changing role of brands
• Understanding how they work and how to plan for them

Week 3

What is an insight and how do you uncover them?
Lecturer: Melanie Wiese

• Insight vs information
• Good, bad and ugly insights & knowing the difference
• Sources of an insight

Week 4

How to use research and how to know what type?
Lecturer: Frances Clayton

• Qual vs quant vs ethnography
• Running research (informal vs formal)
• Pre-testing vs testing

Week 5

How to be helpful to creatives and write great briefs?
Lecturers: Michael Derepas and Ant Keogh

• What is a creative brief and how to write one
• Brief vs briefing
• Selling the strategy and selling the brief

Week 6

What is connections planning and how to use it?
Lecturer: Alexandra Nel

• How to think about creativity in a connected world
• Where connections planning fits into the process
• Toolbox: tools and tips to get started

Week 7

What to measure, how to measure and why?
Lecturers:  Christina Aventi and Jennifer Rhodes

• Effectiveness and setting objectives
• Knowing what is possible
• Behind the Effies

Week 8

Presenting strategy & the pitch
Lecturer: Hugh Munro

• Presentations and final assessment

This industry certified course includes homework/assessments.