Master in Strategic and Creative Direction for Communication and Advertising

IED – Istituto Europeo di Design Barcelona

Programme Description

Master in Strategic and Creative Direction for Communication and Advertising

IED – Istituto Europeo di Design Barcelona


The Master in Integral Advertising understand 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 the 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 of professionals who know perfectly well the field they work in and in touch with specialists 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.


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.

Career Prospects

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.


The course coordinator is Xesco Serrano, creative director and strategic planner for agencies such as the group DDB Barcelona, CP Comunicación Proximity and Ogilvy Barcelona, developing campaigns for clients such as Volkswagen, Audi, La Caixa, Telefónica, Osborne, Fira de Barcelona and the Danone group, among many others. He has won several recognitions in the most relevant advertising festivals as Cannes Lions, El Sol, Echo Awards, Best of Europe, etc. At current time, he is the director of the agency Remake.

Duration and frequency

Frequency: 6 months

Timetable: Monday to Friday from 6.30 p.m to 10.30 p.m

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.

This school offers programs in:
  • Spanish (Spain)

Last updated December 28, 2017
Duration & Price
This course is Campus based
Start Date
Start date
Jan. 2019
Full time
Spain - Barcelona
Start date: Jan. 2019
Application deadline Request Info
End date Request Info
Jan. 2019
Spain - Barcelona
Application deadline Request Info
End date Request Info