Module overview
This module provides an exploration of how global advertising campaigns are developed and executed within both agency and in-house environments. You will examine the structures, roles, and workflows of advertising teams, gaining insight into the client/agency relationship and the collaborative processes that drive campaign success. From interpreting briefs to final delivery, the module traces each stage of campaign creation, including evaluation and optimisation strategies. Practical experience is central, with opportunities to develop skills in pitching, presenting, client liaison, and creative ideation. Emphasis is placed on understanding the creative process, responding effectively to client needs, and crafting compelling pitches. By engaging with real-world practices and case studies, you will build a comprehensive understanding of how global campaigns are shaped by strategic thinking, creativity, and professional communication.