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Art Direction #Advertising

All Tigers Have Different Stripes

Course Name

All Tigers Have Different Stripes

Training Goal

This course will deep dive into the complex ecosystem of advertising as it really happens in the business. If you are looking for an academic approach, this isn’t your hunt. The importance of branding and positioning, the craft of copywriting, the art of art direction, the key role of account management, winning the fight against impossible deadlines and more will be a part of the course. At the end of the course you should be able to get an insight to advertising agency life and how you should approach your job to be a success. While creating work that wins in the market as well over the juries.

Course Information

N/A

Instructor
Ankur Kalita
Number of Sessions
10Sessions
Student Enrollment Quotas
50 Person(s)
Conditions for Completion
Attendance : 8 Session/ Exam : 0 Point / Task : 0 Point
* A certificate of completion is issued upon completion of the survey.
Application period
2022-03-01 ~ 2022-04-30
Course period
2022-04-13 ~ 2022-06-15
Courses Available
For 150 days from the start date
Price
$ 1
* A certificate of completion is issued upon completion of the survey.


Syllabus

About instructor

Ankur Kalita

    A copywriter by craft, creative director by vocation and life-long learner by design, Ankur Kalita is Executive Creative Director at 6 Mile, India. Prior to this, he has worked at Havas Worldwide, Wunderman Thompson (JWT), McCann, Contract, and Grey Worldwide among others. Some of the brands he has worked on in the past include Hero MotoCorp, Suzuki Motorcycles, William Grant’s, The Times of India, Reckitt Benckiser, Franke Faber, NIIT, Domino's, Honda Cars, Honda Two Wheelers, Samsung, Coca-Cola, MasterCard, Aircel, Voltas, UNICEF and Max New York Life. Ankur has made the lists at Cannes Lions, the One Show, Spikes Asia (Gold), Asia-Pacific Adfest (multiple Silvers & Finalists), multiple Abby Awards, and the Effie Awards among others. He has been a speaker at Asia-Pacific Adfest, Thailand and has also been part of the jury and speaking panel at the ADSTARS (Korea). Ankur also mentors some exciting start-ups in India that are creating products for marketing, wellness and more.

Learning content

Sessions
Topic
Content
Type
Time
View
Lecture 1
ALL TIGERS ARE BORN CUBS
The brief is what gives birth to every great (or not so great) ad. Let’s understand how to crack the brief.
Video
25 Minute
Lecture 2
TIGERS HUNT WHEN THEY ARE HUNGRY
The consumer must be given a reason to buy into an ad, and the product. Know how to find one.
Video
23 Minute
Lecture 3
NOT ALL TIGERS ROAR ALIKE
Great brands have a consistent tone of voice. Learn how to make it distinct and recognisable in the crowd.
Video
18 Minute
Lecture 4
THE EYE OF THE TIGER
They say that a picture can say a thousand words. Know how to go about picking the right picture.
Video
22 Minute
Lecture 5
A TIGER PREYS WITH A PLAN
Advertising isn’t just an art, it’s commerce too. Find the ability to understand the method in the madness.
Video
19 Minute
Lecture 6
THE BIGGEST TIGER DOESN’T ALWAYS EAT FIRST
Creative Quotient is important but so are EQ and people skills. Also discover your hidden army in the agency.
Video
22 Minute
Lecture 7
A TIGER IS BEATEN BY A LITTLE BELL
Knowledge and experience are good. But it’s important to be able to ignore them at times. Learn how to unlearn.
Video
22 Minute
Lecture 8
TIGERS CAN WAIT
Deadlines are getting tighter. Do you resist or surrender? Or find a middle path.
Video
26 Minute
Lecture 9
A TIGER LEARNS FROM THE JUNGLE
Ads are made in agencies but are often inspired by some place else. Know where to go shopping for ideas.
Video
20 Minute
Lecture 10
TIGERS SELL
A great idea can look poor as a concept. Know how to get others to buy into your idea.
Video
17 Minute
Applications for the lecture have closed.
All Tigers Have Different Stripes
LENGTH OF COURSE : 10 WEEKS
   
Course Overview
A tiger’s stripes are like a person’s fingerprints – they are unique. No two tigers have the same stripes and every tiger in the world can be identified through its stripes. In an ideal world the same is true of brands and ads. Every brand must have a tone of voice, a visual identity, a purpose that makes it stand out. On the shelves or on the web. And advertising plays a key role in giving a brand its stripes. Over 10 weeks, we’ll go hunting for the techniques that help in making the brand you work for, and you, the lord of the jungle, er, market.
   
Course Goals
This course will deep dive into the complex ecosystem of advertising as it really happens in the business. If you are looking for an academic approach, this isn’t your hunt. The importance of branding and positioning, the craft of copywriting, the art of art direction, the key role of account management, winning the fight against impossible deadlines and more will be a part of the course. At the end of the course you should be able to get an insight to advertising agency life and how you should approach your job to be a success. While creating work that wins in the market as well over the juries.
   
Curriculums  
Week 1 ALL TIGERS ARE BORN CUBS
COMPETENCIES: 
The brief is what gives birth to every great (or not so great) ad. Let’s understand how to crack the brief.
DESCRIPTION: 
“Keep It Simple Silly” is never more appropriate than when writing a brief. Or discussing it. The most technical product, the most complex marketing task must be broken down to easily understandable material before beginning work on it. The ad follows the brief, not the other way around. Just like tiger cubs are born with the exact same stripes they’ll carry for life, the brief has the power to mould the kind of ad that’ll go out into the market.
Unit Topics: 
•Approaching a brief
•The importance of discussing a brief
EXAMPLE ASSESSMENT: 
N/A
Week 2 TIGERS HUNT WHEN THEY ARE HUNGRY
COMPETENCIES: 
The consumer must be given a reason to buy into an ad, and the product. Know how to find one.
DESCRIPTION: 
Just like tigers hunt when they are hungry, consumers need a reason to buy. It can be need (like grocery shopping) or an impulse (like buying an ice-cream while passing by a cart that displays a beautiful poster of a delicious-looking scoop). Every ad should create a trigger for buying in the consumer’s mind.
Unit Topics: 
•Getting into the consumer’s shoes
•Creating a want
EXAMPLE ASSESSMENT: 
N/A
Week 3 NOT ALL TIGERS ROAR ALIKE
COMPETENCIES: 
Great brands have a consistent tone of voice. Learn how to make it distinct and recognisable in the crowd.
DESCRIPTION: 
Like our own voices with people, the manner how a brand communicates is recognisable by consumers. We don’t (or can’t mostly) change our voices when we speak to different people in different places. Similarly, a brand’s tone of voice has to be consistent across media. The content may change, the core tonality shouldn’t. Because that’s a part of its identity. Just like the roar of tiger differs from that of a tigress.
Unit Topics: 
•Tone of Voice
•Consistent Communication in a Changing Media World
EXAMPLE ASSESSMENT: 
N/A
Week 4 THE EYE OF THE TIGER
COMPETENCIES: 
They say that a picture can say a thousand words. Know how to go about picking the right picture.
DESCRIPTION: 
The consumer, to borrow from the lyrics of the popular song, looks at your ad with the eye of the tiger. But, only if you can convince her to look at the ad in the first place. And for that you need something that leaps to the eye amidst all the clutter. The power of the image, art direction in advertising, is immense. As is often quoted, there is no business like show business.
Unit Topics: 
•Creating Visual Drama
•Speaking Without Words
EXAMPLE ASSESSMENT: 
N/A
Week 5 A TIGER PREYS WITH A PLAN
COMPETENCIES: 
Advertising isn’t just an art, it’s commerce too. Find the ability to understand the method in the madness.
DESCRIPTION: 
A tiger doesn’t just go for the kill. It plans well before it makes a move to hunt down its prey. Us advertising folks would call this strategic  or account planning. But, whether your visiting card has the word planner or strategy in it or not, you have got to be a strategic planner if you want to create an ad with impact.
Unit Topics: 
•Asking Questions
•Planning For Non-Planners
EXAMPLE ASSESSMENT: 
N/A
Week 6 THE BIGGEST TIGER DOESN’T ALWAYS EAT FIRST
COMPETENCIES: 
Creative Quotient is important but so are EQ and people skills. Also discover your hidden army in the agency.
DESCRIPTION: 
Like all businesses, advertising too has its chain of command. But unlike the great majority of other  businesses, advertising is fluid when it comes to individual contributions. The best idea can from anybody. Which makes the case for people skills and emotional intelligence for those in the business. When tigers hunt together, the biggest one doesn’t always eat first, that honour is reserved for the tiger who made the kill.
Unit Topics: 
•Hearing vs Listening
•The Team Beyond The Team
EXAMPLE ASSESSMENT: 
N/A
Week 7 A TIGER IS BEATEN BY A LITTLE BELL
COMPETENCIES: 
Knowledge and experience are good. But it’s important to be able to ignore them at times. Learn how to unlearn.
DESCRIPTION: 
Tigers were often trapped by being lured using a little goat as a bait. A bell would be tied to the goat and the tinkling sound attracted the tiger which arrived for dinner only to be caught by the hunter. The tiger knew domestic animals wore bells and hence the lure of the easy meal. Like it, we too fall prey to our experiences and knowledge.
Unit Topics: 
•Avoiding the Experience Pitfall
•Experimenting On The Job
EXAMPLE ASSESSMENT: 
N/A
Week 8 TIGERS CAN WAIT
COMPETENCIES: 
Deadlines are getting tighter. Do you resist or surrender? Or find a middle path.
DESCRIPTION: 
Tigers are patient animals. They wait a long time for a tasty deer to come their way. But if the deer takes too long they would be happy to pounce on you if you were around. Missed deadlines can be fatal to your career. Hyper-active clients with automated media placement tools can result in creativity challenging deadlines. 
Unit Topics: 
•Understanding The Science Of Deadlines
•Managing Traffic
EXAMPLE ASSESSMENT: 
N/A
Week 9 A TIGER LEARNS FROM THE JUNGLE
COMPETENCIES: 
Ads are made in agencies but are often inspired by some place else. Know where to go shopping for ideas.
DESCRIPTION: 
As a cub grows into a tiger, it learns from the jungle around. It learns that a patch with a mix of sunshine and shade camouflages it best. It learns the routine of its prey, the time of day when they would come to the water hole. In the same way, great insights and ideas are often found beyond the agency floor.
Unit Topics: 
•The World Beyond The Agency
•Professions That Inspire Ideas
EXAMPLE ASSESSMENT: 
N/A
Week 10 TIGERS SELL
COMPETENCIES: 
A great idea can look poor as a concept. Know how to get others to buy into your idea.
DESCRIPTION: 
From following a trail of smelly urine to moving in circles around its intended mate, a tiger does a few tricks to sell itself. If the lord of the jungle needs to sell itself, it’s a bit too optimistic to think your idea will sell itself. It may but chances are slim. Concepts need selling (sometimes hard) before others get on board. And its not just the client. Think account head, CD, VP, ECD, CCO, CEO, etc. etc.
Unit Topics: 
•Concepts For Sale
•Idea Equity
EXAMPLE ASSESSMENT: 
N/A
   
Course Material 
An open mind, pens, notepads.

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