Jonathan Deves, Senior Planner at Whybin TBWA, shares his experience of The Communications Council’s first IPA Campaign Planning course.
Why did you enrol on the IPA Campaign Planning course?
The IPA Advertising Awards are renowned as the most demanding and rigorous in the world, so I was familiar with the calibre of the organisation before it ran its first strategy course in Australia. I was also attracted by the many talented speakers, drawn from all corners of the communications industry.
Has the course helped you in your career?
My background is in brand planning, and I saw this as an opportunity to gain insight into the many other ways that clever strategic thinking can optimise creative problem solving for client challenges.
I am presently a senior brand planner at Whybin TBWA working across David Jones, ANZ, Virgin Mobile and new business. The Campaign Planning course has helped me in my day-to-day responsibilities as it exposed me to the expertise of industry leaders across media, digital, data and public relations planning to give me broader insight into the many different ways you can approach and unpack a problem. I now feel more confident analysing client challenges from more than simply a brand or advertising angle.
Who should take this course?
I think this course is ideal for any budding planner or strategic suit looking for an immersive masterclass in the art of account planning in all its forms, as well as the chance to hear from some of the industry’s most respected leaders in communications strategy.
How did the IPA residential course differ from other training you have experienced?
I particularly enjoyed the intensity. This course is not easy, and I relished the challenge. There is a lot to take in. You are required to team up with other students to complete and present a full new business pitch for a real client problem. It was a terrific example of learning by doing.