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Diploma in Strategy, Creativity and Communications

Over the last 20 years the communications landscape has changed beyond all recognition. New technologies are radically challenging conventional approaches to marketing and as fast as old jobs disappear new ones are invented.

The Diploma equips you to succeed and to future proof your career. It gives you the knowledge and confidence to be a master of change and not a victim of it. The focus is on the sustainable skills of the future: the abilities to analyse, to develop breakthrough creative thinking and to communicate in a compelling and confident way. Past students and agency managers attest to its transformative impacts on careers.

For further information, please contact suzanne@allindependentagencies.org or tracey@allindependentagencies.org

COURSE TUTORSCOURSE OVERVIEWBOOK NOW

Here is what our graduates said in 2023...

“Learning about such a broad spectrum of topics”

“The opportunity to challenge myself and work on all elements of a brief”

“The most up-to-date insightful information that has helped me progress”

“The brief was really exciting”

“Confidence boost. The Diploma has increased my confidence at work”

“Fantastic opportunity to hear from so many leading industry experts”

Hear more about the Diploma

Feedback from agency leaders

At jellybean we nurture an inclusive culture of positivity and personal development. A key part of that personal development is the training we offer all beans. Over the years we have had a number of our team attend the Alliance Diploma and would recommend it to other agencies, having seen the benefits it can bring both for the individual and the company.

Susan Wickes MD, Jellybean
Rating: 5

We talk about inspiration a lot in our business. The people in our agency who come back from the Alliance Diploma, are inspired, fired up and ready to take on anything.

Dom Robertson Managing Director RPM
Rating: 5

At ZEAL we have created the ‘ZEAL Academy’ to consistently train and develop all our team to help them reach their full potential. At the heart of our Academy has always been the Alliance Diploma. Since its inception, we have consistently invested in our client service, planning and creative teams by enrolling them on this excellent course. The Diploma gives our team useful external perspectives of a range of industry challenges with teaching from leading experts. The process gives our team greater confidence and the practical skills they learn are used on the job every day. We believe our investment in the Alliance Diploma pays back tenfold and best of all, the team enjoy it too.

Stewart Hilton Zeal Founder and Creative Partner
Rating: 5

“Having been strong advocates for the Alliance over many years, we at Wasserman have always found The Diploma to be an extremely valuable tool as we seek to give our junior team the strongest possible start in the marketing industry. Whether team members have joined us from great university courses or other channels, we and they have always appreciated the opportunity of extra investment in their preparation that this initiative affords. We are all agreed that the Alliance Diploma is structured in ways that provide valuable skills gleaned from experience as shared by the tutors. And the people who have attended the course have come back to the agency more worldly, confident and hungry for success”.

Cris Cicirello Senior Vice President Wasserman
Rating: 5

About the Diploma in Strategy, Creativity and Communications

This 6 month programme gives delegates an unparalleled insight into what it takes to be an outstanding agency person of the future. Workshops showcase the best creative and strategic work from around the globe as well as the latest thinking on the impacts of technology.  It consists of a combination of interactive workshops, assignments, evening events and a challenging and future thinking set brief.

Throughout the Diploma delegates get to work on a real live client brief and they present their response to a panel of industry experts at the end of the programme. This means that the delegates learn all the skills needed to take a brief, develop a strategy, identify a proposition and work up creative and communication solutions – all the skills needed to gain a competitive edge in this rapidly changing world.

Successful candidates will secure a diploma awarded as a “Pass”, “Merit” or “Distinction”.

An Alliance trainer, all of whom have huge amounts of practical industry experience as well as being top-level trainers, will lead each session.

Hear from the tutors about their workshops
WORKSHOP 1
Julian Saunders
The power of brands
WORKSHOP 2
Julian Saunders
How to be a strategic partner
WORKSHOP 3
David Harris
Breathing life into the strategy
WORKSHOP 4
Jon Burkhart
Brand Storytelling and Content
Tiffany St. James
WORKSHOP 5
Tiffany St. James
The Future of Digital for Agencies
WORKSHOP 6
Amplifying the creative message
SEMINAR 4
Julian Saunders
Building Fruitful Relationships with Senior Clients
WORKSHOP 8
Mark Clark
Growing Existing Client Business
WORKSHOP 9
Dominic Bray
Getting the Legals Right
WORKSHOP 10
Tessa Morton
The Art of Presenting

Diploma in Strategy, Creativity and Communications Course Content

LAUNCH MEETING – 22ND SEPTEMBER, 11AM TO 12.30PM (LIVE)

Introducing The Alliance Diploma

  • Introducing the diploma
  • Introducing the set brief
  • Marking scheme
1

WORKSHOP 1 – 22ND SEPTEMBER, 1.30PM TO 5.30PM (LIVE)

The power of brands (Julian Saunders)

  • Introducing a framework for how strategists crack briefs and inspire creativity
  • Why brands matter to our clients: economic value of brands
  • Brand you – personal branding and creating your own brand identity
  • Brand ideas – what are they and how they act as the organising theme for mediamedia communications
  • Six methods for understanding brands

Homework set

2

WORKSHOP 2 – 5TH OCTOBER, 9AM TO 2PM (VIRTUAL)

How to be a strategic partner (Julian Saunders)

  • The vital importance of trust and relationships
  • What do clients really want and is it clear from the brief?
  • How to interrogate a client brief: preparation and research.
  • The key elements of the agency brief- problem definition/audiences/propositions.
  • Collobarative methods for framing and reframing the task
  • Inspiring examples of how clarity of task definition inspires solutions
3

WORKSHOP 3 – 19TH OCTOBER, 9AM TO 1PM (VIRTUAL)

Breathing life into the strategy (David Harris)

  • Different types of creative ideas.
  • The psychology of responding to ideas.
  • Techniques for sorting out good from the average – what makes a great creative idea (idea led).
  • Examples of great creative from around the world and understanding why it is good.
  • Live examples critiqued.

Homework set

4

WORKSHOP 4 – 10TH NOVEMBER, 9AM TO 6PM – LAST HOUR IN PUB (LIVE)

Brand Storytelling and Content Strategy (Jon Burkhart)

  • Constant Curiosity: How do you turn curious questions into insights that lead to stories?
  • Magnetic Memorability: How can you build into stories to make them more memorable?
  • Dynamic Difference: Can emotions help you nail your purpose and content strategy
  • Real-time Relevance: How can your brand stories shape-shift with culture in real-time?
  • Kinetic Community: Can brand stories unite niche tribes and build community?
5

WORKSHOP 5 – 24TH NOVEMBER, 9AM TO 5PM (LIVE)

The Future of  Digital for Agencies (Tiffany St.James)

  • How agencies of the future will operate
  • Digital services that agencies can offer
  • How to get there: People, Processes, Technology
  • People: New roles, talent skills and training is needed
  • Processes: How are agencies changing with the digital landscape and what new processes are needed
  • Technology: what technology should agencies have and look out for
  • How AI and Generative AI can support agencies
6

WORKSHOP 6 – 7TH DECEMBER, 9AM TO 1PM (VIRTUAL)

Amplifying the creative message (David Harris)

  • Live examples of creative ideas in rough format.
  • The steps to take the ideas and turn them into execution.
  • Working with partners and suppliers to deliver campaigns.
  • Pitfalls and legal requirements.
  • Process and checklist.
7

WORKSHOP 7 – 4TH JANUARY, 9AM TO 2PM (VIRTUAL)

How to use media effectively and creatively (Julian Saunders)

  • Understanding how people process information as the bedrock of effectiveness
  • How rational or emotional are consumer in their decision making
  • Using insights from behaviour science to change behaviour
  • The critical targeting question- who exactly and what motivates them
  • Receptivity method – how insight into when and where consumers are open to communication inspires media neutral ideas
8

WORKSHOP 8 – 18TH JANUARY, 9AM TO 2PM (VIRTUAL)

Growing Existing Client Business (Mark Clark)

  • The Importance of Client Leadership
  • Key Insights & Numbers To Shape Your Client Growth Strategies
  • Planning for growth
    • Aligning to agency strategy
    • Being SMART
    • Identifying grow-able clients
    • Where to look and when to ask
  • Creating opportunities
    • Spotting opportunities
    • Generating client insights
9

WORKSHOP 9 – 1ST FEBRUARY, 1PM TO 5PM (LIVE)

Getting the Legals Right (Dominic Bray)

  • An overview of marketing regulations – CAP, BCAP and the ASA
  • IP – trade marks and copyright, taking inspiration without infringing.  What can you use and what should you avoid?  How to protect your own work.
  • Sales Promotions – mechanics and key T&Cs

THERE WILL BE NETWORKING DRINKS AFTER THIS WORKSHOP

10

WORKSHOP 10 – 16TH FEBRUARY, 9.30AM TO 4PM (LIVE)

The Art of Presenting (Tessa Morton)

  • Becoming a confident presenter
  • Top Tips for Writing a Presentation
  • 1st steps to solid preparation
  • Knowing your purpose
  • Creating a structure
  • Managing nerves
  • Being your authentic self
  • Building chemistry – quickly

Diploma in Strategy, Creativity and Communications Course Content

LAUNCH MEETING – 22ND SEPTEMBER, 11AM TO 12.30PM (LIVE)

Introducing The Alliance Diploma

  • Introducing the diploma
  • Introducing the set brief
  • Marking scheme
1

WORKSHOP 1 – 22ND SEPTEMBER, 1.30PM TO 5.30PM (LIVE)

The power of brands (Julian Saunders)

  • Introducing a framework for how strategists crack briefs and inspire creativity
  • Why brands matter to our clients: economic value of brands
  • Brand you – personal branding and creating your own brand identity
  • Brand ideas – what are they and how they act as the organising theme for mediamedia communications
  • Six methods for understanding brands

Homework set

2

WORKSHOP 2 – 5TH OCTOBER, 9AM TO 2PM (VIRTUAL)

How to be a strategic partner (Julian Saunders)

  • The vital importance of trust and relationships
  • What do clients really want and is it clear from the brief?
  • How to interrogate a client brief: preparation and research.
  • The key elements of the agency brief- problem definition/audiences/propositions.
  • Collobarative methods for framing and reframing the task
  • Inspiring examples of how clarity of task definition inspires solutions
3

WORKSHOP 3 – 19TH OCTOBER, 9AM TO 1PM (VIRTUAL)

Breathing life into the strategy (David Harris)

  • Different types of creative ideas.
  • The psychology of responding to ideas.
  • Techniques for sorting out good from the average – what makes a great creative idea (idea led).
  • Examples of great creative from around the world and understanding why it is good.
  • Live examples critiqued.

Homework set

4

WORKSHOP 4 – 10TH NOVEMBER, 9AM TO 6PM – LAST HOUR IN PUB (LIVE)

Brand Storytelling and Content Strategy (Jon Burkhart)

  • Constant Curiosity: How do you turn curious questions into insights that lead to stories?
  • Magnetic Memorability: How can you build into stories to make them more memorable?
  • Dynamic Difference: Can emotions help you nail your purpose and content strategy
  • Real-time Relevance: How can your brand stories shape-shift with culture in real-time?
  • Kinetic Community: Can brand stories unite niche tribes and build community?
5

WORKSHOP 5 – 24TH NOVEMBER, 9AM TO 5PM (LIVE)

The Future of  Digital for Agencies (Tiffany St.James)

  • How agencies of the future will operate
  • Digital services that agencies can offer
  • How to get there: People, Processes, Technology
  • People: New roles, talent skills and training is needed
  • Processes: How are agencies changing with the digital landscape and what new processes are needed
  • Technology: what technology should agencies have and look out for
  • How AI and Generative AI can support agencies
6

WORKSHOP 6 – 7TH DECEMBER, 9AM TO 1PM (VIRTUAL)

Amplifying the creative message (David Harris)

  • Live examples of creative ideas in rough format.
  • The steps to take the ideas and turn them into execution.
  • Working with partners and suppliers to deliver campaigns.
  • Pitfalls and legal requirements.
  • Process and checklist.
7

WORKSHOP 7 – 4TH JANUARY, 9AM TO 2PM (VIRTUAL)

How to use media effectively and creatively (Julian Saunders)

  • Understanding how people process information as the bedrock of effectiveness
  • How rational or emotional are consumer in their decision making
  • Using insights from behaviour science to change behaviour
  • The critical targeting question- who exactly and what motivates them
  • Receptivity method – how insight into when and where consumers are open to communication inspires media neutral ideas
8

WORKSHOP 8 – 18TH JANUARY, 9AM TO 2PM (VIRTUAL)

Growing Existing Client Business (Mark Clark)

  • The Importance of Client Leadership
  • Key Insights & Numbers To Shape Your Client Growth Strategies
  • Planning for growth
    • Aligning to agency strategy
    • Being SMART
    • Identifying grow-able clients
    • Where to look and when to ask
  • Creating opportunities
    • Spotting opportunities
    • Generating client insights
9

WORKSHOP 9 – 1ST FEBRUARY, 1PM TO 5PM (LIVE)

Getting the Legals Right (Dominic Bray)

  • An overview of marketing regulations – CAP, BCAP and the ASA
  • IP – trade marks and copyright, taking inspiration without infringing.  What can you use and what should you avoid?  How to protect your own work.
  • Sales Promotions – mechanics and key T&Cs

THERE WILL BE NETWORKING DRINKS AFTER THIS WORKSHOP

10

WORKSHOP 10 – 16TH FEBRUARY, 9.30AM TO 4PM (LIVE)

The Art of Presenting (Tessa Morton)

  • Becoming a confident presenter
  • Top Tips for Writing a Presentation
  • 1st steps to solid preparation
  • Knowing your purpose
  • Creating a structure
  • Managing nerves
  • Being your authentic self
  • Building chemistry – quickly

Book Now

Diploma in Strategy, Creativity and Communications

£1,750.00 – £2,250.00 +VAT

Description

The cost of the Diploma is £1,750+ VAT for  members and £2,250+ VAT for non-members.

There are just 25 places available which will be allocated on a first come first served basis.

Please select member or non-member and press BOOK NOW to pay online. If you would prefer to be invoiced contact tracey@allindependentagencies.org 0207 535 3550 

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