Training the Next Generation of Strategists
The Challenge
How do you bring a globally established strategy program to Canada while preparing students for an industry in constant transformation?
Miami Ad School, one of the world’s most awarded creative schools and a multiple-time Future Lions School of the Year at Cannes, was expanding into Toronto. Its 12-week Strategy Bootcamp had a proven model in cities such as New York and Miami. The challenge was to establish the program in a new market while maintaining the standards and reputation of a globally recognized institution.
Key Findings
The role of the strategist was evolving beyond traditional advertising planning. Agencies and brands increasingly needed strategists who could connect consumer understanding with business challenges, creative thinking, digital experiences, and measurable outcomes.
Research into industry needs, agency practices, and the changing media landscape identified opportunities to expand the traditional planning curriculum with capabilities in product thinking, ux, comms strategy, and digital measurement.
The opportunity was to combine the foundations of strategic planning with the skills needed to navigate an increasingly complex marketing and business environment.
The Solution
Reimagining the Strategy Bootcamp
Developed the inaugural Toronto curriculum, retaining the strongest elements of Miami Ad School’s established global program while introducing new courses in product and UX design, communications strategy, and digital measurement.
Designed the 12-week program around clear learning objectives, practical assignments, and detailed instructional briefs. Each course outline defined the subject, intended learning outcomes, and expectations for instructors, creating a consistent educational experience across the program.
Recruiting and Developing Industry Faculty
Recruited and onboarded experienced strategists and industry practitioners to deliver the curriculum, aligning their expertise with the program’s learning objectives.
Coordinated specialist toolbox sessions with partners including Google, Meta, Pinterest, X/Twitter, and Second City, complementing the core curriculum with exposure to emerging tools, platforms, and industry practices.
Alongside directing the program, taught creative brief writing, customer journey mapping, business problem-solving, and portfolio development. Mentored students, evaluated assignments, and served as a judge for multidisciplinary capstone projects developed in response to live client briefs. Organized portfolio reviews with senior agency professionals, giving students direct feedback on their work and opportunities to connect with potential employers.
Driving Student Acquisition
Supported the school’s marketing and recruitment strategy, helping establish Miami Ad School’s presence in Toronto and attract students from Canada and international markets.
Developed and organized industry events, including strategy-focused sessions, to build awareness, engage prospective students, and generate enrollment interest.
Outcomes
- Established a Toronto Strategy Bootcamp that combined Miami Ad School’s global educational model with locally relevant and emerging industry capabilities.
- Consistently exceeded student enrolment targets
- Attracted students from Canada and international markets, including the United States and Brazil.
- Prepared graduates for careers across advertising agencies, brands, and startups.
My Role
Strategy Bootcamp Program Director & Fractional Marketing Lead — led curriculum design, instructor recruitment, teaching, and student mentorship, while supporting marketing strategy, lead generation, and student acquisition.
