Creative Connections: Advertising & Marketing in Britain Global Business Consulting Program Fall 2024 Semester - London

Advertising and Marketing are driven by strategies and concepts that are intertwined with social, political and cultural influences. This course delves into campaign planning within the context of British consumer culture and that of the advertising agency community. It provides an in-depth analysis of how creative and media strategies are developed while considering production implications and the requirements of UK advertising codes & regulations. To illustrate the spectrum of British advertising, several iconic UK campaigns will be used as case studies highlighting concepts such as the commercial-as-micro-movie and the ever-controversial high pressure sell. Lastly, the course will provide an overview of the changing face of the advertising industry with an emphasis on pitching for new accounts. Students will engage in a role-play activity in which they will represent a short-listed ad agency and will present campaign proposals to the client marketing management team.