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Master Course
·
eng
·
BY
AMS

Brand Strategy

Elevate Your Strategic skills:
Learn from the World’s Leading Strategists 

X Edition / 12 weeks / Live Masterclasses
2 online one-to-one private sessions with the lecturers

 

open
From 5th sep - to 28th nov 2025
20%
Spots filled
Online
From 5th sep - to 28th nov 2025

Week 1:
5th September 2025

A strategy for strategy – the insightful vision from one of the most respected international planners in the world about the actual role of planning in agencies, clients and brands and about what being a planner actually means today.

Week 2:
12th September 2025

How to position a brand today? The role of purpose in the positioning strategy. Find the real difference for a brand. Positioning toolbox. The role of the positioning strategy within brand management. Case studies and examples.

Week 3:
19th September 2025

Use research and investigation techniques to discover the best insights. What is and what is not an insight. What we should expect from insights and how can they unlock creativity. How research is approached at the best international agencies. Case studies and examples.

Week 4:
26th September 2025

How culture can be the most powerful element to make a brand relevant. Consumers and culture. How to detect waves and cultural movements and connect them with brands. Anthropologic and sociologic dimension of consumption. Case studies.

Week 5:
3rd October 2025

How to choose the right Gen Ai tool for job effectiveness and time saving in repetitive and monotonous tasks. How to distinguish signal from the noise in Gen Ai news. The role of academic know-how in boosting work performance with Gen AI.

Week 6:
10th October 2025

Culture is the most powerful force influencing human behavior, affecting everything from clothing choices to voting habits, yet many lack a deep understanding of it. This gap in knowledge prevents business leaders from fully utilizing culture’s potential to motivate action. Understanding cultural dynamics grants influence, whereas ignorance results in being influenced. The session aims to explore cultural mechanisms, enabling leaders to leverage cultural power effectively.

Week 7:
17th October 2025

What if anything can the digital age teach us when creating brand strategies and should strategies refer only to communication or take the leap into Experience? Applying key concepts of experience design to brand thinking. Brand experience (BX?) and implications for audience definitions, how campaigns are planned and how we measure success. The role of technology in all of this and why design thinking may be the answer.

Week 8:
24th October 2025

What a creative needs from a planner and what a planner needs from a creative under the eyes of one of the most successful creative directors in the world.

Week 9:
7th November 2025

The planner as the catalyst of creativity. The real value of a creative brief. How to write better and more inspiring creative briefs. The main mistakes when we write briefs. Presenting your creative brief: the briefing session. Examples and case studies.

Week 10:
14th November 2025

Mischief has dominated the industry, earning titles like #1 Global Ad Agency of the Year (Ad Age A-List, 2022 & 2024), #1 Ad Agency of the Year (Campaign US, 2022 & 2023), US Ad Agency of the Year (Adweek, 2023), Most Effective US Independent Agency (Effie Awards, 2023), and World’s Most Innovative Ad Agency (Fast Company, 2022, 2023, 2024). What’s the role of strategy behind this phenomenal success?

In this session, we’ll take a deep dive into the role of strategy in Mischief’s creative process. Guided by Jeff McCory, CSO at Mischief, we’ll explore how strategy fuels breakthrough ideas, the types of insights that shape award-winning work, and the art of crafting briefs that truly inspire. We’ll also uncover what it takes to be a great strategist in one of the world’s most disruptive and effective agencies.

Week 11:
21st November 2025

How to detect, prioritize and activate the touch points between brands and consumers. Brand planners vs. Comms planners. Design the perfect KPI’s for the campaigns. The Consumer journey. Communications framework. Examples, tools and case studies.

Week 12:
28th November 2025

The science behind effectiveness. How to judge and reach effectiveness for a brand. Planning as the key for effectiveness. How to build an unbeatable effectiveness case. Examples and case studies.

Hoala Amsterdam Director and Program Curator.

Agustín Soriano, Independent Strategy Consultant (freelance) | Ex- CSO McCann, Volvo Cars, Forsman&Bodenfors | 2x Gold EuroEffie winner

Agustín brought the Hoala experience in 2015 to Amsterdam with the first international edition of the Hoala´s professional master course in Brand Strategy where he was also part of the internationally recognized line up of lecturers.

This experience allowed Agustin to apply all the learnings from the previous editions to this renewed and powerful online program.

 

Why Brand Strategy?

In today’s highly competitive, fast-paced, and culturally complex marketplace, strategic planning has become critical for brands striving to remain relevant and stand out. The challenge is magnified by elusive audiences and the ongoing fragmentation of media, highlighting the increasingly crucial role of strategists. It’s no wonder that strategy has emerged as one of the most sought-after roles in the advertising and communication sector.

Moreover, the traditional approach to strategy, still taught in some academic and creative schools, fails to meet the real-world challenges that brands encounter daily.

Recognizing these challenges, HOALA is committed to offering cutting-edge training for strategists and brand professionals. We ensure our courses are constantly updated and taught by the world’s leading strategic thinkers, aiming to provide an unparalleled, innovative, and transformative learning experience.

What are you going to learn

This course aims to equip you with both a robust theoretical foundation in strategy and extensive practical insights relevant to a strategist’s everyday tasks. The core ambition of the course is to transform participants into multifaceted strategists.

We’ve curated a program featuring 12 exceptional lecturers, each responsible for creating a bespoke session around an assigned topic. In these 12 tailor-made contemporary and insightful strategic sessions you are going to learn:

  • Using tools and deep intuition to identify and solve brand communication challenges.
  • Transforming the information from the research phase into insightful inputs that accelerate and inspire the creativity process.
  • Evolving into a brand expert adept at navigating the digital media landscape and engaging with consumers
  • Profound consumer understanding, prioritizing research to unearth insights and understanding human behavior.
  • Inspiring as an idea communicator who can lead teams and clients.

How are you going to learn it

GROUP
SESSIONS

  • 12 online sessions led by eminent strategy experts, offering a blend of theoretical insights, practical knowledge and firsthand experiences from their work with current and past brands.
  • 3 hours of tailor-made contemporary and insightful strategic sessions based on the most important topics for strategists today.

PRIVATE
SESSIONS

  • You will have 2 one-to-one private sessions with the 2 lecturers of your choice
  • 30 min where you can ask the questions you always wanted to ask, to solve the doubts you always wanted to solve and to receive the mentoring you need from the best strategists in the world.
  • Availability for these personal sessions is on a first-come, first-served basis, and once you formalize your enrollment.
  • Each lecturer has a limited number of sessions they can be part of, so sign up as soon as possible and be the first one to choose!

 

Building from your own experience and leveraging the world’s best strategists’ thought leadership, experience and points of view, you will be able to make a disproportionate impact in your profile in just 3 months.

Consider asking your company

We’re thrilled to support and help people with an employer who can support the time and money it will take. Because if you think about it, it is a great deal for both sides – you will get the best strategy training in the world and your company and clients will gain a strategy talent on steroids.

The Hoala Experience

More than 10 years making our attendees the center, generating a unique, personalized, close and quality experience that will transform you professionally and personally.

International and professional environment

Hoala’s training is only aimed at professionals that already have demonstrated experience in the brand communications arena, to secure high-level discussions and debates during each and every session. Enjoy of a truly international environment with students and lecturers from every corner of the world. Since the first Hoala Amsterdam edition, attendees from 30+ different countries worldwide have joined us, bringing their unique and valuable experiences and point of views with them.

Only the best of the best

We believe there is not a magic formula to teach or learn strategy. The idea of what strategy is will be built from your own experience and blended with the world’s best strategists’ opinions, experience and points of view. And that is what we bring to you – the best strategy minds in the world with the best experience and knowledge about strategy.

Limited seats

We believe that having a reduced size will make it easier for you to feel confident to speak up your mind and receive a personalized attention by each lecturer. The class might be small in size, but huge in the decision to create a difference with the best brand strategy program there is out there.

Hoala Alumni community

Becoming a member of the Hoala family comes with a great extra benefit – you will be part of the Hoala’s global community of passionate strategists and enjoy of an open access to the Hoala’s library of documents from all the previous Hoala Amsterdam editions. There is also a Hoala private group where all the attendees from previous editions are part of. There are tons and tons of inspiration and help in that amazing place.

Practical Information

From 5th sep – to 28th nov 2025

Fridays afternoon, from 17:00-20:00 hrs, CEST.

Online

3.800€

Limited vacancies

Registration period:
Until all vacancies are filled

Conscious of time differences and depending on where in the world the lecturer is at, the Hoala Amstedam team can carry out modifications that will be communicated beforehand to all the attendees.  
Any questions? We’ll quickly resolve them for you. Write to us

Alumni testimonial

OVERVIEW
APPLY
In the course
Tuition
Bonus track

FAQS

Founded in Spain in 2013 by Alexia Grau, Hoala has become the main reference in the world for specialized training in creativity, strategy and innovation for professional communicators.

The first edition of the Professional Master Course in Brand Strategy was celebrated in 2013 in Valencia, Spain. In 2015 it was the turn for the first international edition in Amsterdam, The Netherlands. And since 2020, Hoala Amsterdam offered the course online while keeping intact the spirit of our foundational principle: “to deliver the most powerful strategy training in the world for communication professionals”.

This course is designed to help professionals working with brand communication to dramatically boost their strategic game and skills. This master course will challenge you to learn from different points of view, to see differently, to make better-informed decisions and to engage and connect with consumers in a deeper and more meaningful way.

The master course gathers the best strategy leaders from the best agencies and brands around the world to engage a selected group of students in an intense 12-week process. Since the first international edition, students from 25+ different countries worldwide have joined us in Hoala Amsterdam.

Each week, a new session about a key strategic topic is led by a different lecturer with the objective of sparking insightful conversations and debates. During each session, every student is expected to participate and add to the conversation. The entire course is conducted in English, and skill and confidence in English is a specific admission requirement. The course demands online attendance.

Attending students include strategists and planners, freelancers, creatives, account directors, independent professionals, brand managers, entrepreneurs and corporate employees. Represented agencies and brands include Adidas, Google, McCann Erikson, 72&Sunny, Ogilvy, J. Walter Thompson, Saatchi&Saatchi, BBDO, TBWA, Publicis, DDB, Y&R, Isobar, among others. For a more complete list of companies and alumni, visit our Hoala Alumni section.

The course is structured through 12 online sessions where world-class strategy leaders from the most renewed agencies in the world will provide you theoretical and practical knowledge, as well as their professional experience with the brands they work for.

The master course has an online format, so you will be able to combine the course with your professional duties. The weekly sessions are have 3 hours long and will be run on Fridays afternoon, from 17:00-20:00 hrs, CET. Conscious of time differences and depending on where in the world the lecturer is at, Hoala can carry out modifications in dates or time that will be communicated beforehand to all the attendees.

In addition to this, these 3 hours online sessions will be complemented with 2 online one-to-one private sessions with the lecturers of your choice. The selection will be done in strict signing order in the course as each lecturer has a limited number of sessions they can be part of.

In order to continue with the personalized and close training style that Hoala is famous for, we introduced for this online edition 2 one-to-one private sessions for each attendee with the lecturers of their choice. This selection will be done in strict signing order as each lecturer has a limited number of sessions they can be part of.

Choose the 2 lecturers from this year’s program you would like to talk with and prepare those questions you have always wanted to ask. Interested in positioning strategy? Choose Mark. Comms planning maybe? Michael is your guy. Research perhaps? Lucy will for sure blow your mind. Regardless of who you choose, get ready to receive guidance, tips, formed opinions and uncomfortable answers!

Each one of the 2 one-to-one sessions will be 30 minutes long and will be arranged in sync with the agenda and availability of each chosen lecturer.

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