Leo Academy appeared as a means to discover talented and passionate young people, who may become, in the near future, the leading figures of the next generation of advertising professionals.
The first edition of Leo Academy has been held between 1st and 19th of November 2005. At the end of a three-week training program, some of the best students have been invited to join the Leo Burnett team.
During the training program, the students have interacted with some of the
most successful practitioners in the market and have attended lectures on all the major disciplines necessary in an advertising agency (creative, strategy, marketing, media planning and more).
One idea – TALENT NEEDS PRACTICE has been reiterated day after day throughout the entire training session.
Leo Academy 2005 – Training Days
Day 1 - ABOUT LEO BURNETT
- agenda : LB Academy presentation
- structure of our advertising agency
- work-flow of our agency
- Leo Burnett history ( Leo Burnett Worldwide, Leo Burnett Romania)
- Leo Burnett Romania credential
- international marketing
Day 2 - CREATIVE
- creative models
- selling creative work
- brand building advertising
- case studies
Day 3 - CREATIVE & PRODUCTION
- 7+ system
- commercials that sell
- print & photography
- audio / video production
Day 4 - MARKETING BASICS
- marketing brief
- about brands
- segmentation
- targeting
- positioning
- international marketing
Day 5 – STRATEGY NOTIONS
- about account / strategic planning
- strategic planning cycle
- insight
- advertising research
- creative brief
Day 6 – 360
- promotions
- integrated campaigns
- case studies
Day 7 – 360 SPECIALIZATIONS
- media & unconventional media
- direct marketing
- interactive marketing
- event organizing & implementing
Day 8 - GENERAL SKILLS
- presentation skills
- time management
Day 9 - FINAL INDIVIDUAL TEST
Day 10-15 – PRACTICAL APLICATIONS - 5 teams
- 5 Leo Burnett coordinators
- 5 projects
- 3 days of hard work
