B2656 - INSIDE A CREATIVE AGENCY

Learning outcomes

The laboratory focuses on the functioning of a creative agency, a professional entity at the heart of media content production processes in the corporate world. The specific tasks of various professional roles (account manager, strategist, copywriter, art director, etc.) within a creative agency and the relational dynamics that characterize their interactions will be considered. Operational and decision-making processes underlying the creation of a creative project for a corporate client will be presented, highlighting potential critical factors and challenges. By the end of the course, the student will be familiar with the different professional roles within a creative agency and their specific tasks; they will understand the main production processes that characterize the activities of a creative agency; they will have knowledge on how to read and manage a brief, plan a simple campaign, or manage a media plan.

Course contents

The "Inside a Creative Agency" course will focus on the dynamics and processes within a creative agency, exploring the responsibilities and tasks of the various professional roles involved in the creation of innovative projects.

The first module will be dedicated to presenting the key responsibilities and tasks within a creative agency, featuring contributions from professionals who will bring direct experiences and concrete case studies into the classroom.

Attention will then shift to communication and collaboration among the different professional roles. Effective communication methods between account managers, strategists, copywriters, and art directors will be explored. Particular emphasis will be placed on the decision-making process, which involves evaluating available options and managing the risks associated with strategic decisions.

Finally, the course will address the process of creating a creative project, from conception to realization. It will start with the initial brainstorming phase, during which creative ideas will be generated, followed by the definition of a solid creative concept. Subsequently, the course will move on to campaign planning, establishing clear objectives, developing effective strategies, and creating a detailed timeline.

Throughout the course, students will have the opportunity to work on a practical project, applying the knowledge they have acquired. This hands-on approach will ensure a deep and applicable understanding of the challenges and opportunities present in the world of creative agencies.

Teaching methods

Lectures, group discussions, simulations, role-playing, and project work

Assessment methods

Due to the organization of the laboratory, attendance is mandatory for the acquisition of the required skills. The evaluation is based on the following criteria:

Group project and presentation: 50%

Final paper (written exam): 50%

Students who are unable to attend due to unavoidable circumstances must contact the instructor between October 10 and 30 to arrange an alternative method of acquiring the required skills.

Teaching tools

Articles, case studies, and presentations by industry professionals.

Office hours

See the website of Augusto Valeriani