For European Students of Advertising and Communications Paris 5-9 July 2010

1.  for European Students of Advertising and Communications Paris 5-9 July 2010 Run by the EACA International School of Advertising and Communications for the students of EFCCE Academic Partners

2. Summer School The EACA Summer School has been designed to inspire and help students to: make a significant step forward in their understanding of the commercial communications sector learn what it takes to be successful in this exciting and competitive industry The EACA School has developed a tailored programme which will take students through many of the key disciplines required by the communications industry create international teams who will work on a real client brief and have the chance to pitch against each other use interactive workshops so that the students have the chance to put their learning into immediate practice Each workshop will be run by an experienced communication industry practitioner who is also a proven trainer

3. Benefits for the Students / Reasons to Attend Working and sharing ideas with students from other European countries and cultures Working in teams on a real brief to make a new business pitch at the end of the week Covering the key advertising communications disciplines in one week Direct contact with leading practitioners in the communications industry - an invaluable experience for those keen to explore a possible career in the industry Each student will receive an EACA International School certificate on completing the summer school The opportunity to practice spoken and written English

4. Programme The students will: work throughout the week in international teams on a single real client brief �pitch� against each other for the business on the final day of School put their learning directly into practice benefit from the experience of top practitioners Each section of the programme will: help the students appreciate how the different disciplines fit together to create a complete campaign give the students relevant insights to apply to the client brief Each element will be run by an experienced communications practitioner to give: their perspective on the discipline their guidance on the active client brief

5. Programme / 2 Understanding Client Business to give the students a real and tangible understanding of a client�s business; ultimately having a deeper grasp of a client�s business helps communication practitioners win new assignments and create even more effective ideas Developing a Strategic Communications Plan to give the students insight and practical experience in putting together a strategic marketing communications plan Strategic Brand Planning to help students develop the skills required by a strategic brand planner so that they can write creative briefs to inspire outstanding advertising that will bring commercial success Creative Idea Generation and Judgement to teach techniques for thinking laterally and creatively around a client brief and go beyond the obvious to find ideas that resonate with consumers and produce more effective communication. ��

6. Programme / 3 Effective Digital Communication to help students understand the fundamentals of digital communication and think strategically about how to advise their clients in the digital arena Adapting to the World of Social Media to explain how agencies can help their clients enter the social media space more effectively, avoiding mistakes and focusing on where value can be created Maximising your personal impact and communication to teach students how to persuade with charm and insight; listen like a coach; and help them find a real passion to make them compelling communicators New Business & Pitching Skills winning new business is the life-blood of an agency; this section will help students learn how to pitch better and win more often

7. School Trainers Paul Burns � 24 years as an account director in Saatchi & Saatchi as well as running their European training - most awarded IPA agency training director Jonathan Taylor � 25 years industry experience, now author and Head of Marketing Communications teaching at London Metropolitan University Gill Smith � 30 years as a strategic brand planner, now specialising in market research, brand development, coaching and training Steve Henry � 28 years agency experience, Creative Director of HHCL, youngest person included in Campaign�s Hall of Fame - a list of the 40 most influential people in UK advertising over the last 50 years Steve Greensted � 30 years experience in advertising, now runs his own consultancy to teach the principles of digital marketing, principally to clients Richard Stacey � 20 years in PR / Comms agencies, now helping agencies and their clients understand and use the world of social media Siobhan Stanley � 25 years working experience, firstly as a performing artist (soloist with The Royal Ballet), then working in London advertising agencies and now a personal development coach Micky Denehy � 27 years experience running and managing agencies and networks in UK, Turkey and Dubai, now Founding Principal of EACA International School

8. Logistics & Reservations The School will run over 5 consecutive days and will be held at ISCOM in Paris, 5 � 9 July 2010 The School will run from 9h30 to 18h00 each day with a one hour break for lunch at 13h00 (students will be able to work on their team pitches from 17h00 � 18h00) Cost � 300 per student - students will have to cover their own travel, accommodation and subsistence Low-cost accommodation will be recommended School fees are payable in advance; latest 15 May 2010 to secure a place. Payment must be made on-line via EFCCE website www.eacaeducation.eu Further information can be obtained by email to amandine.viguie@eaca.be

9. Programme Schedule Monday July 5 09h30 Registration, welcome and introduction to the Summer School - Micky Denehy 11h00 Understanding Client Business - Paul Burns 13h00 Lunch 14h00 Understanding Client Business cont�d � Paul Burns 15h00 Developing a Strategic Communications Plan - Jonathan Taylor 17h00 Team work time to work on client brief Tuesday July 6 09h30 Developing a Strategic Communications Plan - Jonathan Taylor 13h00 Lunch 14h00 Brand Planning - Gill Smith 17h00 Team work time to work on client brief Wednesday July 7 09h30 Creative Idea Generation and Judgement - Steve Henry 13h00 Lunch 14h00 Effective Digital Communication - Steve Greensted 17h00 Team work time to work on client brief Thursday July 8 09h30 Adapting to the World of Social Media - Richard Stacey 13h00 Lunch 14h00 Maximising your personal impact and communication - Siobhan Stanley 17h00 Team work time to work on client brief Friday July 9 09h30 Winning new business and pitching - Micky Denehy 11h30 Student team presentations 13h00 Lunch 14h00 Student team presentations 15h30 Presentation of certificates - Micky Denehy 16h00 Close of Summer School