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

[Leon]

I agree with Olle that a job is probably the best way to learn. :)

[alicia]

Hi Richard,

I went to the Miami Ad School Boot Camp this past January (just graduated 8 weeks ago). Let me know if you have any questions!

[Chris]

I myself am a product of the Miami Ad Boot Camp in SF & will underscore the offer of questions. As a full time planner now, I recently met a group of Swedish Planning students that attend the Academy of Art (also in SF). Talking to their Planning Director there, he mentioned there's a pseudo Renaissance of Swedish students getting into the planning arts as they had a steady influx of students streaming into the school. "Swedish planners are the new British planners" he also mentioned. Interesting thought and having seen their work, they're churning out some brilliant stuff.

[Leon]

Interesting.