#accountplanning

Heey All!

This is my bonus week about the screenings. :)

Honestly, it was an awesome experience to talk with all of the Head of Strategists from different agencies like Kolle Rebbe, BBDO, Heimat Berlin, Legas Delaney, Selectworld, Service Plan, Jung Von Matt etc. So I would like to say a big thank you to everybody, who has listened my portfolio presentation and given some very useful advices as well for the future to me.

If you are interested in my portfolio presentation, you’ll be able to check it here:

https://www.slideshare.net/PeterKormanyos/peter-kormanyos-miami-ad-school-79864852

Hope you’ll like it or it would be helpful if you’re an upcoming or current Bootcamper at Miami Ad School! :)

But if you have any questions or you’re just curious, do not hesitate to contact me:

Email: [email protected]

Mobile: +36304853323

Thanks for reading and bests!

Cheers,

These were the last weeks of the Bootcamp, so let the photos talk about my last experiences instead of me:

GRADUATION:

TOP DOG JURY AWARD - BRONZE:

END PARTY:

BOOTCAMPERS’ FAREWELL VIDEO:

It’s going to be an unforgettable experience to me. Thanks you Niklas, Sandra, Matthias, Susan, Tanja, Vanessa, all of the lecturers, MAS students and last but not least my fantastic Bootcamper friends for everything you’ve done (help, support, parties, common working, teaching etc.) . It was a pleasure to meet with everybody during the entire quarter. Keep on rocking guys!  

Finally, I’m 100% sure, that we’ll see each other soon! Thanks for reading my blog!

Cheers,

Heeey my friends!! Back on track!

  The 9th week is over and we’ve left behind our latest SIXX presentation. Yaay! Now it’s time to prepare ourselves to the Face 2 Face meetings with Vera, Tanja and the agencies. Super-exciting! In the meantime, I was invited to the Internet Hungary Conference as a speaker, so the last two weeks are going to be busy too.  But I don’t care, because I’m enjoying it pretty much!

Furthermore, in this week the weather was awesome! Maybe that’s why the working process as a team was easier during the SIXX project, than in the Mercedes one. But now everybody is relieved and happy! :)

  Guess what time is it? CLASS TIME!

1. LATE NIGHT CONCEPTING (Tuesday // 18:00-21:00)

  It was a very side-splitting class again with Gerrit. He brought a lot of weird product photos to us. Actually, we had to figure out print, radio and TVC campaigns regarding these products. Let me show you a summary photo about them, because it could help to understand the weirdness of the products:

But we’ve successfully solved the tasks again and discussed that next week we’re going to visit his agency in Hamburg, so we’re very excited because of that. Let me show my draft examples:

  1.     Print photo (draft):

1.     Radio commercial for sun block (Voice over: by David Hasselhoff)

  „Have you ever sunburned on the beach? Yes? Hmm, I knew it..., because you are not an expert.

 But you know what? I’m going to tell you my secret:

 Unburn, made by Eskimos.”

  2.     TV commercial for a boat trip:

  “We are going to start with a couple who is deeply in love and they want to get on a ship (because of their holiday), but in the meantime the man is immediately stopping and starting to look at onto the other ship at the port, which is full of very good-looking women... and after the headline is going to come with the VO:

 Maybe she is the right choice, maybe not... Travel single, never alone “

  To sum it up it was a very refreshing class and we were amazed again.

2. SIXX PRESENTATION (Thursday // 11:45-15:45)

  It was a very interesting project, but unfortunately it is also confidential, but I can tell you, that in terms of research we did everything. In-depth interviews, focus group challenge, secondary research about the target behaviour etc.

And now about the presentation. Let me start with my favourite photo, which was deleted from our presentation, but it’s awesome:

If you’ve already figured out, what do we want to say with this pic, please just send me a PM! :) Anyway, from the client slide, there were the vice-president, marketing director, senior strategic planner and digital marketing manager at the presentation, which was an honour to all of us. They were very happy and took a lot of notes, which was a good sign. So, we were happy, because our work was appreciated and the client went back to Munich with a lot of useful insights and ideas.

3. GUEST SPEECHES – BY PREVIOUS BOOTCAMPERS (Thursday // 16:00-18:30)

  Last week I forgot to mention Stefano, who has helped us a lot and gave a speech about his carrier, portfolio, school time at MAS EU. He’s been working at FCB Hamburg about 3,5 years as an Account Planner and he is a good example, that non-German speaking people are able to acquire a job at the Screenings too! He told us, that we have to take care of what kind of campaigns do we love or hate etc. He also showed his portfolio, which was the most helpful part of the lecture, because now, we’ve got a notion how to start it.

In this week Sydney has been coming from London. He is an ex-strategic planner and now he is working on his own start-up: http://www.beespokeapp.com. He talked a lot about how to present a case, which is going to be very important at the Screenings. The structure should be something like this:

   1.     Client brief

2.     Challenge

3.     Redefined objective

4.     Insight

5.     Brand role

6.     Prove points (RTB) and Creative leap

  After the class, we’ve hanged out with the group and also Sydney has joined us:

To sum it up, we’ve learnt a lot of helpful things from these guys. So, Stefano and Sydney thank you very much for coming, it was a pleasure guys!

  4. TUTORIAL & PLANNING | AN OVERVIEW (FRIDAY // 9:45-12:45)

  Tanja was amazed by our SIXX presentation, so we were more than happy!! We’ve talked about our portfolio too and we’ll have to send a draft to her on next Tuesday, which means my whole weekend is going to be about portfolio building, but it’s okay! :)

I had a Face to Face meeting with her, where we’ve discussed everything and honestly it was a big relief to me and helped a lot. I was able to tell her my experiences, role during every project and also asked her to give me some advice about what should I do in specific situations as a leader of the group. To sum it up she thinks that I’m going to have a big future in the field of Strategic Planning, which gives me the power to bring 100% out of the screenings.

Let me show you the agency list: BBDO Berlin/Hamburg, Select World Hamburg, Heimat Berlin, Ogilvy & Mather Frankfurt, Leagas Delaney Hamburg, Sapient Razorfish Köln, Jung Von Matt, Grosse Liebe Kommunikationsagentur, SYZYGY, Serviceplan Hamburg, Leo Burnett Frankfurt. Pretty awesome list, right?

5.    COPY TECHNIQUES (FRIDAY // 17:00-20:00)

  This class was the last lesson with Vera before the Face to Face, which is not a mandatory for Planners, but Stina Alex, Natt and me are going to participate because she has seen a lot of potential in our works during the classes. In the Art Direction one of my friends Mate Mlinarics has helped and also Omar (Digital designer) from the 1st quarter team. So, let me thank you guys, you are awesome! At the lesson Vera and her Sr. Art Director friend have checked our draft works and they also gave some useful advice to us for the F2F. Next week I am going to show you my works, so keep on reading if you’re curious about them!

So, guys as I said I have a lot of to do on the weekend, but trust me, it’s worth it! We’ve got two more weeks, so keep on reading my blog and see you at the:

良い一日！

  Honestly, my brain is full of this kind of signs after this tough week, but hope you are doing well, because here we are again. 8th week is over. :-)

Firstly, I just want to give one very important advice to the future Bootcampers: You have to decide your direction as soon as you can, if somebody is disagreeing, let’s vote as a team. Anyway, it was a fantastic week, because the Bootcamp went to Berlin and the second presentation is done and was coupled with a trip to the capital city and a boat trip around Berlin. Yaaay! 

     Now it’s time to share the classes with you guys:

    1.    COPY TECHNIQUES (MONDAY // 18:00-21:00, FRIDAY // 17:00-20:00)

   I truly love this lesson more and more, because it’s totally different, than our other strategic classes. I guess it’s the spice of the Bootcamp for me. :) So, at the first class we’ve learnt about long copy and my reaction was something like this:

  via GIPHY

   You need long copy if:

  1.     YOUR PRODUCT IS EXPENSIVE

2.     IT IS HARD TO VISUALIZE YOUR PRODUCT.

3.     YOUR PRODUCT IS COMPLEX OR INNOVATIVE

4.     YOU WANT TO WRITE A MANIFESTO

5.     THERE ARE SOME HARDCORE FACTS UP YOUR SLEEVE

6.     YOU WANT TO TELL A STORY

   Seriously people still do read long copy, except people do not read bad copy, irrelevant copy and plain boring copy. To convince you, let me show you a Cannes Lions winning long copy print ad:

     Unfortunately, because of Mercedes I didn’t do my homework for the first class. I had to work a lot on our presentation and I’ve helped to the others in their parts, because I got the leader role in this project. But at the second class I’ve make up for everything. At this class Vera has checked all of our homework during the Bootcamp. She picked 4 works out of my campaign based headlines and copies to execute them with the help of an Art Director, because these works maybe will get the chance to enter in the Miami Ad School Creative Exhibition in the end of the quarter. Let me share with you my works:

  1.     Headline for “Builders” strong tea:

  “STRONGER THAN HULK’S HALITOISIS.”

  2.     Headline for DE BEERS diamond brand:

  “HOW BADLY DO YOU WANT TO WATCH THE SUPERBOWL AT THE STRIP BAR?”

    3.     Tagline plus headlines for Altoids mints:

  Here I’ve got a tagline and I’ve to work on the headlines and we’ll see what’s going to happen, but my tagline is:

 “STRONG MINTS FOR STRONG PEOPLE.”

   4.     Long copy for Kit Kat brand:

  I wrote a fictive story about the ghost Kit Kat army during the second world war. She liked the story, but I’ve to work on the details a lot if I want to take this work onto our FACE2FACE meeting.

   As you see, I’ve a lot of to do here, but that’s why I am here to learn and work as hard as I can, because I want to LEAVE MY FOOTPRINT HERE!

   2.    GUEST SPEECH: PLANNING IN TODAYS AGENCIES (MONDAY // 10:00-13:00)

 The class was held by Ryan McLaughlin and was about the future in general. He strongly recommends the design thinking and 10x thinking course to all of the planners, because the industry is continuously developing and we’ve to move on too if we would like to be competitive as a planner.  The three best-selling jobs in the future are going to be these in his point of view:

  1.     Data scientist

2.     Digital product manager

3.     Creative technologist

  What do you think about this and what is your current job in the industry? Maybe it’s time to change maybe not. It depends on you! :)

  He had also a very good thought about the Linkedin profiles, let me share it with you:

  „I've been a _____for ___ years in _____. I began my career at _____and then became _____at _____and now am at _____. I've won ___awards from _____. I have been named _____and _____by _____and was recently _____ for _____. My background includes a vast skill set of ____ _____ _______ __________ _________. Most LinkedIn summaries are formulaic and filled with previous pursuits and accolades.  We might be trusted for what we have done, but we are employed for what we will do. In my years in the strategic and creative disciplines, I've been told that the measure of ourselves (and best gauge for what we will do) is not what we have done, but how we think. „

  I think he is right, so thanks Ryan for this amazing and futuristic class!

   3.    TUTORIAL & PLANNING | AN OVERVIEW (TUESDAY // 12:00-15:00):

  It was one of the most helpful tutorial, where we checked our Mercedes presentation. Just in time. (one day before the presentation) The main takeaway was, that we had to add some “connection” and summary slides to optimize the flow of the presentation. It’s a confidential project but let me give you one hint, that after the class we were at the school until 23:00. :D But it was amazing, I felt like I was on a team building and I really enjoyed it!

    4.    MERCEDES PRESENTATION IN BERLIN (WEDNESDAY // 11:00-15:00):

 “The presentation was extremely impressive.” – this was the client feedback after our speech and we were very happy to hear that, because we had a lot of tough time during this project. It was also good to be in a leader role as well, especially because I had a lot of learnings from this project and I also had to lead a very international team, which was quite a unique and new thing/experience to me.

   It’s forbidden to say anything about it, but trust me it was a cool ride! But let me show you some photos about Berlin, because we had a lot of time to explore the capital of Germany:

      Last but not least thank you Mercedes people for your inspiring brief and amazing welcome in Berlin! :-)

  5.    GUEST SPEECH: ACCOUNT PLANNING FROM A DIFFERENT POINT OF VIEW (THURSDAY // 10:00-13:00)

   Everybody was very exhausted but it was a pretty good deduction of our week. Andreas has come from Antoni Berlin, which is actually the nr. 1 agency of Mercedes-Benz. He’s working as Head of Strategy there. His speech was about strategy in general, but it was very good.

  In his point of view strategy is a way to solve problem and defines what to do and it is also the kind of art of finding out how to persuade.  He also showed us the Planning cycle, which is the process of planning. The key points of this cycle are:

 1.     Where we are today? – Situation

2.     Where do we want to be? – Vision

3.     How do we get there? – Strategy

4.     Are we getting there? – Evaluation

  In his speech, we also learnt about what are the requirements of a good strategy:

 1.     A problem and a thought that achieves the objectives

2.     Clear, measurable KPIs throughout the process

3.     An organisation that commits to the strategy

4.     A process to implement and optimise the strategy

 To sum it up we’ve learnt a lot of useful things and this class refreshed my mind too, so thank you very much for everything Andreas!

  P.s.: I strongly recommend to download the Oblique Strategies application. It was showed by Andreas and it is very helpful if you get caught at a certain point in your thinking:

  https://itunes.apple.com/de/app/oblique-productive-strategies/id902143877?mt=8&ign-mpt=uo%3D4

   So that was our 8th week and now it’s time to work on SIXX. We’ve already started to work and we are going to meet on Saturday at the school to create an amazing stuff! Finger crossed! Keep on reading my blog! See you!

CATCH OF THE DAY #05 Wow, it’s unbelievable ...  Tomorrow, there will be the ultimate kick-off of the Miami Ad School’s Account Planning Bootcamp. After travelling more than 16.000 kilometres to lovely Sydney, it’s truly getting to start tomorrow. How exciting! Miami Ad School was founded in 1993 by Ron Seichrist and his wife, Pippa. In the meantime, Miami Ad School has grown to a network of 14 advertising schools in nine different countries. Surprisingly, the school is headquartered in Miami, Florida. Certainly, a lot of words are spoken about the Miami Ad School. But I’ve found three statements I really like: “Miami Ad School trains the most curious, sharpest and most talented minds that I know of. It is the best prep school for the creative industry and beyond.” Tham Khai Meng, Worldwide Chief Creative Officer of Ogilvy & Mather. “There is no better program in the world today to help prepare the next generation of advertising rockstars.” Barry Wacksman, Global Chief Strategy Officer of R/GA. “It's the first school on earth that creates the global creative person, fresh, open, reaching for the stars, breaking through the tyranny of the average, aiming for setting new standards.” Michael Conrad, President at Berlin School of Creative Leadership and former Chief Creative Officer of Leo Burnett Worldwide Hopefully, those brilliant guys are right. However, for me it’s a pleasure to get part of this inspiring, prestigious and mind-expanding institution driving the advertising business forward.