Advertising

Overview

The MA Advertising course at the University of the Arts London (UAL) works in partnership with industry and takes a practice-research approach to explore the future of advertising.

You will examine the challenges the industry currently faces and consider how to make the most of new opportunities. Through a series of briefs and projects developed and delivered in partnership with leading industry players such as Advertising Week Europe, MediaCom and global consultancy Genius/Steals you will develop a portfolio that combines strategy and creativity.

What can you expect?

You will learn new ways of conducting research and apply new approaches such as practice-research, speculative design and design fictions. You will find new ways of understanding audiences, mapping user journeys and finding insights.

You will read, think, make and write. You'll engage with industry news and commentary as well as academic research and critical theory. You'll write short copy tweets, long copy ads, business reports and academic critiques. Exploring a range of technologies, you might make a film, print advertisement, augmented reality app or voice bot.

You will find and create new forms of content and content relationships fit for a complex future. You will understand how to push the boundaries of the brief, challenge the norms and discover the future.

In your final major project, you will bring all your learning together to develop and deliver an in-depth practical investigation into a contemporary industry issue identified by one of our industry partners.

You will deliver that project in a style and format fit for industry. You will research and write and make for industry. You will be an industry expert.

Work experience and opportunities

By the time you graduate you will be an ‘advertising futurist’ set to work with brands and organisations to develop creative strategies fit for tomorrow. You will be ready to prepare clients for what is around the corner. You will be able to offer an employer (the brand, the agency, the client) effective solutions for tomorrow’s problems, today.

As one of our partners says:

“Committed as we are to developing and attracting new talent to our industry, Advertising Week Europe is proud to partner with Paul Caplan and the team at LCC.

Over the past four years we have worked ever more closely with the college, developing aspects of the course and setting consumer and business briefs to both postgraduate and undergraduate students.

Throughout our partnership, the ideas and talent we’ve seen amongst the students have been impressive and Paul’s passion for working with industry for the benefit of the course and his students’ future careers is visionary.

Our most recent collaboration saw the best performing students appear on stage once again during Advertising Week, taking part insightful and thought provoking panel discussion on the importance of diversity within the industry and how business and academia should work together to achieve this.”