Foundations Hub
Foundations of Advertising & Media 2024
A message from course facilitator, Dan Fastnedge...
Hello and welcome to the Advertising Foundations Course of 2024! I'm Dan, an ad dad (advertising lecturer) and former art director, and I'm thrilled to embark on this journey with you.
Starting out in advertising, I remember the thrill mixed with a touch of intimidation—deciphering the endless TLAs (three-letter acronyms) thrown around by CDs, CMOs, and CEOs felt like learning a new language. Here in our Foundations course, we'll demystify these terms and dive deep into the roles that make up New Zealand’s vibrant advertising scene. You'll meet industry leaders who are eager to share not just their knowledge but also inspirational and successful examples of great work.
Our course is designed not just to teach but to inspire. You'll tackle assignments that challenge your strategic, creative, and critical thinking—essential tools in your advertising toolkit. More importantly, the connections you forge here—from teamwork to mentorships—will influence your career long after this course ends.
I can't wait to see the energy you bring to this course and to watch you grow not just as students but as the next innovators of our industry.
Let's get started and make this a fantastic year!
Course Outline
Tuesday 11th of June - Module 1: History and Context
This introductory session explores what we do and why we exist as an industry. We learn about the role creative and media agencies play in creating competitive advantages for brands. How creativity can change people’s attitudes, behaviours and relationships with brands. The session will also define media’s role as a critical lever in the marketing mix, its history, rapid evolution, the big exciting trends and how increasing understanding of human behaviour has helped to unlock its power and make it one of the most exciting and progressive industries in the world.
Passcode to Zoom Recording: *R+YM#83
Tuesday 18th of June - Module 2 & 3: Brand and Culture
This module looks at the importance of brands, and how to create, build and maintain a success brand. We then look at the importance of cultural competence and the impact it has on our lives, business and the brands we create.
Passcode to Zoom Recording: U92CGG2@
Tuesday 25th of June - Module 4: Media and Digital
This module covers the role of media agencies and how they operate in today’s market. We explore emerging trends and platforms and the impact of digital on the advertising and media landscape.
Passcode to ZOOM Recording: wbsj%A0t
Tuesday 2nd of July - Module 5: The Power of Earned Marketing
This module will explore how you can use third party influence to drive business and marketing objectives using a mixture of Public Relations, Experiences, Partnerships, Influence and Advocacy.
Passcode to ZOOM Recording: N7.1t58&
Chloe & Brianna's Presentation Slides
NOTE: Download to view
Tuesday 23rd of July - Module 6: The Art and Science of the Brief
What is the purpose of a good brief, and how do we find and utilise insights? How does the strategy and proposition feed in to the brief and how do we get creatives and clients really excited?
Passcode to ZOOM Recording: M0c*%&D#
DT & Carl's Presentation Slides
NOTE: Download to view
Tuesday 30th of July - Module 7: Creative: Finding the idea and how to sell it
How does the magic happen? This module covers how the creatives work with the brief, and how they can be best supported to generate an outcome that is both creatively distinctive and fulfils the client’s needs.
NOTE: Download to view presentations
Tuesday 6th August - Module 8: How to Run an Agency and a Client's Perspective
Learn what it takes to actually run an agency, how does it tick, how does it make money? We look at the importance of revenue generation and managing profitably and discover how you can become a financial hero.
We then hear from the most important perspective – that of the client. What everyday challenges do they face, and what constitutes a great agency/client relationship.
Passcode to ZOOM Recording: Pfna.9tq
Tuesday 13th of August - Module 9: Client Relationship Management
The main driver of this module is to think creatively around the many aspects of business relationships and learn how to best evaluate and manage client expectations.
Passcode to ZOOM Recording: &e48?^8#
Tuesday 20th of August - Module 10: Responsible Advertising
This module is designed to help you understand what it takes to be a responsible marketer and a responsible advertiser. We look at the tools available to help you advertise effectively and self regulate in an ever changing media environment.
We then review the complaints process, why they are made and what best practice looks like so you can avoid them.
Tuesday 3rd of September - Module 11: Agency Leader Forum
In this final session participants have the privilege of hearing from a group of highly accomplished industry leaders and put questions to them as a group. This year’s group will share the advice they most value, and their experience and expectations as agency and industry leaders (think about what you’d like to ask this esteemed group; these opportunities do not come along often).
2024 Agency Leaders:
- Sam Stuchbury - ECD and Founder - Motion Sickness
- Priya Patel - CEO - DDB Aotearoa
- Rufus Chuter - Managing Partner - Together
Passcode: KYEpA8^Z
2024 Speakers
Zoe Alden
James Davidson
Kātene Durie-Doherty
Brianna Elder
David McIndoe
Lee-Ann Morris
Thinza Mon
Lindsay Mouat
Sahri Thomson
Simon Lendrum
Chloe Leuschke
Kate Lines
Carl Sarney
Hilary Souter
David Thomason (DT)
Peter Vegas
Paul Wilson
Ally Young
Agency Leader Forum
Rufus Chuter
Priya Patel
Sam Stuchbury
Assignment Deliverables
Find the assignment deliverables below available for download.