In early February, Brandon Thornton, the strategic planner for Nike Basketball and Nike Golf at Wieden and Kennedy, hosted a two-day Junior Planner Tools workshop for Advertising students interested in account planning.
Thornton began the workshop with a presentation of the five essential skills that every planner needs: writing, building relationships, storytelling, analyzing and presenting. He then walked students through two consumer research reports that he worked on for Nike.
At the end of the first day, Thornton put students in groups of four and asked them to: create a research proposal for a certain group or subculture, create a deck and then present it to the class the following morning. The subjects for the proposal ranged from The Timbers Army, Homebrewing, rock climbers and skateboarders.
The proposal will serve as the start to a two to three month research report that students will turn in and use as potential portfolio pieces.
—Hayley Lane, ’15 Journalism