What I want to learn at Miami Ad School

I want to get a more global perspective of the marketing industry. I’ve been at two agencies in Sweden, and one of them didn’t work with planning at all, and the other one did, but we were only two planner and many more creatives. I think that planning need more focus and resources in Sweden - that’s about to change to the better, but it goes so slow. Not even everyone who work in advertising in Sweden know what a planner do and why they need them, and that’s what I want to change, or more realistic - be a part of.

I want to be better at writing creative briefs and to really make my point clear in a few words. Not only learn to choose what’s important and what to focus on in the communication, but also learn, or dare, to deselect and opt out. I think thats the most scary thing, what if I deselect the wrong thing?!

I want to become better at pitching and presenting the result to the client. I think it’s kind of scary now, so my first goal is just to don’t be afraid of it, and after that to really be good at it.

I want to become more experienced to work side by side with the creatives, and not just work alone and then give them the creative brief and leave. I want to learn more about how the cooperation can proceed.

What I want to achieve during these ten weeks
What I want to achieve is to leave Miami Ad School with a fab portfolio so I can get a job at some of my favourite agencies, in Sweden or maybe abroad. I want this to be the best investment for my future career in advertising.

I want to figure out what kind of strategic planner I want to be. One year ago at a job interview I got that question, and I didn’t know what to say. I was like “Eeeh, I want to be a planner, you know a strategic, account planner…”. At that time I didn’t knew that planning can be so much as it can, but as a planner I can’t do it all and I definitely can’t be best at everything. After this education I want to be really sure about what kind of planner I want to be and what my thing is.

What's realistic?
Ten weeks, it sounds so short. That time in Sweden would feel like two weeks or something, but here I think it will be different. I really hope that it will be so intense that I’ve heard (but I guess that sometimes I will hate it and just wanna go to sleep). This will be a challenge, both on a personal and professional way, but actually I really think that all of the above is realistic. And even more.