Once upon a time, advertising agencies created advertising campaigns for their clients. Today, the “mad men” do much more: they challenge, they inspire, they work together with clients to create and maintain strong brands. For this purpose, brand strategy and creativity go hand in hand.
This course looks beyond advertising campaigns and inside agencies: the higher purpose of brands, changing the game of advertising, the pitfalls and best practices regarding the client-agency relationship, … It provides Brand Strategy ingredients and solutions from an agency insider perspective.
Students will have a critical look at brand methodologies and learn to apply them in building brands and advertising campaigns. They will analyze brands to their core, evaluate and (re)define a brand’s (higher) purpose in order to connect with consumers.
We will have a look at key success factors for building strong brands and how to measure brand and campaign success.
The course will strive for a game changer mindset and provide tools for students in order to become game changers, or build pioneer brands in a rapidly evolving world.
All subjects will be introduced with an agency perspective, but also take into account the client feedback and evaluation (cf. Proximus case)