Master in Strategic and Creative Planification for Brand Communication

Edition: 17th

Language: Spanish

Duration: 6 months

Start Date: 17th January 2019

Schedule: Monday to Friday from 6.30 p.m to 10.40 p.m

Credits: 60*

Biada 11; 08012 Barcelona, España


The Master in Srategic and Creative Advertising for Brands understands that the way advertising is made is changing dramatically, and will change even more in the future. Advertising on tv and traditional media is losing its efficiency and, today, the most creative campaigns (both at realization and strategy levels) are being developed by small professional teams working independently, surpassing the established separation between accounts and creation. These teams are composed by professionals who know perfectly well the field they work in and in touch with specialist from any other sector. Consumers have changed too and nowadays they are able to merge sources of information, interaction and entertainment. The consumer influences the way social and artistic trends are created, and decides how to have fun, create, interact, receive commercial information or advertising.


– Provide the tools to domain integral advertising and strategic creativity in the most cutting-edge and up-to-date subjects (guerrilla marketing, strategic planning, creativity in events, creative mix of media, etc.)

– Provide the tools to manage advertising strategy and creativity in campaigns conceived for the current advertising environment.

– Provide the tools to obtain campaigns including the most original and efficient creative and strategic concepts, key factors to achieve success in any present advertising communication.


The course is structured in accordance with a theoretical and practical methodology, with the predominance of Learning by Doing. It is developed by three areas: Strategy, Creativity and Project.

The block on strategy brings all the necessary concepts to conceptualize, program and execute of the communication and advertising strategy.

The block on creativity enables students to use tools for conceptualisation, design and writing for the development of their creative capacity and its application on campaigns.

The project is to be developed throughout the course, starting from a real briefing of collaborating company and will be presented at the the end of the course before a tribunal, including the real client.

Student Profile

Professionals and graduates interested in promoting their profile in marketing departments and advertising agencies (creative, accounts and planning departments), communication departments, graphic studios and media agencies.

Job Opportunities

Students taking this course can develop their career in the following areas:

– Marketing departments

– Creative departments of advertising agencies (both online and offline)

– Accounts departments of agencies, strategic planning, advertisers’ marketing departments, freelancers or entrepreneurs, etc.

– Communication agencies and departments

– Graphic and corporate image studios, media agencies, etc.


Xesco Serrano

B.A. in Advertising and Public Relations from the Universitat Autònoma de Barcelona and a diploma in graphic design. He was the creative director and strategic planner for agencies in the DDB Barcelona group, CP Comunicacion Proximity and Ogilvy Barcelona, planning campaigns for clients that included Volkswagen, Audi, La Caixa, Telefónica, Osborne, Fira de Barcelona and Danone group, among many others. He won a number of awards at major advertising festivals, such as Cannes Lions, El Sol, Echo Awards and Best of Europe.

Currently, Mr.Serrano is the director of the Remake agency and lectures on creativity and strategic planning at various universities in Barcelona, including UAB, UOC, UPF and UPC.


Sílvia Sivera

Ph.D. in Communications from the Universitat Ramon Llull, M.A. in Information Society and Knowledge from the Universitat Oberta de Catalunya and a B.A. in Advertising and Public Relations from the Universitat Autònoma de Barcelona. She worked for over 15 years in creative advertising with multinational advertising agencies (below and above the line) and is currently a lecturer at the UOC, where she is responsible for the creativity courses. She is also a researcher for IN3 and continues to cooperate on professional communication projects. Ms Sivera is passionate about viral marketing/advertising, the topic of her doctoral thesis, about which she has written several books and numerous articles.


The master promotes the project culture with companies to solve the distance between education and the world of work. Students not only acknowledge methodologies and tools for their discipline, but also learn to work and get in touch with with real clients and briefings.

Companies that have collaborated with the master: Banc Sabadell, Oficina de la Candidatura Olímpica, Japan Tabacco International, Future Concept Lab, Fundació Institut Català de la Cuina i de la Cultura Gastronómica, etc.




The educational planning for all IED Master courses is aligned with the criteria established by the European Higher Education Area (EHEA). The IED Master program has adopted a credit structure that follows the European Credit Transfer System (ECTS). The IED Master is a private degree.

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