Where will next-gen Swedish planners come from?

For the past year or so I've noticed an uprise in aspiring planners from creative ad schools. This is definitely a change in attitude because most Swedish planners have by tradition had an academic background in business studies. I like this development for a couple of reasons. First, I'm not sure business studies is the right background for account planning (in general and with exceptions). Second, good creatives are also pretty decent planners. There are also a lot more ad school students than there are advertising literate business graduates (trust me, you can count these on one hand), and quantity should theoretically lead to quality. As there's little room for hardcore strategic/analytical planning in the Swedish advertising industry, there's definitely a case for ad school graduates with curious minds. 

Comments

[Richard Seger Johansson]

Interesting.
Im self a Swedish student in Creative Marketing today and want to become a planner since I had my first internship at Great Works last year.
I have now done two years and want to do a third year but don’t really now where yet.
So this post comes in an opportune moment.
What kind of advice do you as a planner got for me as the next generation planner,

1, Marketing communications. One year at Berghs School Of communications.

2, IHR at Stockholm University. one year

3, Take some separate courses and take different subjects in media, pr, advertising, economics and communications.

4, One or two years at London Collage of communications. Creative advertising strategy.

I have applied for all this courses and waiting for a decision.
What I know is that I'm going to take a boot camp (just 12 weeks) in Account Planning at Miami ad school after graduating.

does it sounds like a good plan?
And what advises do you have?

Cheers!

[shorty]

my guess ... from Sweden

[alina]

be a creative strategist or more a strategic creative ...

[Leon]

Richard: As I think there's only that much you can learn from advertising/marketing books, I would do separate (university) courses, perhaps in subjects like philosophy (very useful) or microeconomics. Or even psychology.

Shorty: nice insight!

Alina: exactly. Did you read this article btw: http://adsoftheworld.com/blog/ivan/2009/may/08/creative_planners_the_industry_s_new_xmen

[Olle]

I would get a junior planner gig at a place with a good reputation. Any day. there's only so much you can (and should) learn in terms of marketing (most is ridiculously behind), but quite a few good people you should hang with and listen to. In my oppinion. The must read books can probably be counted on one and a half hand.