Advanced Advertising.

About the course.

What you learn.

• Problem definition and insight generation
• Concept development from idea to execution
• Generative AI in the idea process
• Presentation skills and case video production
• Concrete contacts in the creative industry
• Understanding of how agencies work and their roles
• Insight into current industry trends
• Professional context and expectations
• Solutions with measurable impact
• Creativity under real conditions
• Working with constraints and stakeholders

How the course is built.

1. INtro Week

   The programme begins with an introduction to Berghs, where you meet your classmates and get to know the school's "action-based" teaching approach. From day one you work with real briefs: the pace is high and the focus is on moving quickly from thought to action.

2. Module 1: Problem, Insight, Solution

   Over five weeks you work on a series of briefs, both in teams and individually, focusing on the core mechanics of creative problem solving. You learn to define the right problem, find meaningful insights and turn them into clear, convincing ideas. Generative AI is integrated into your process as support for research, idea generation and rapid iteration, helping you test and develop ideas more efficiently. The module is fast-paced and you get a lot of feedback, while building your ability to consistently generate strong ideas and take them from concept to execution. The module ends with a Case Video course where you learn to produce case films, the industry standard for presenting ideas in a clear and convincing way.

3. INDUSTRY Week

   Industry week is when Berghs' real strength becomes clear. You leave the classroom and step straight into the industry: through visits to Stockholm's leading agencies you see up close how creative teams work, collaborate and deliver. At the same time you start building the contacts that can open doors long after the programme has ended. Berghs alumni today hold influential positions across the industry, and industry week is your first direct point of contact with that network. Some of our recent visits: Åkestam Holst, BBDO Nordics, Forsman & Bodenfors, Uncut, The Studio, BVD, B-Reel Films, H&M Studios.

4. MODULE 2: Deepening your craft

   Over six intensive weeks you specialise in your chosen discipline (strategy, copywriting, art direction or design) through a combination of group briefs and individual assignments. The focus is on refining your craft, strengthening your core skills and developing a clear creative direction. You work both independently and with others, building projects that reflect how creative work actually works in practice. With guidance from professionals you get targeted feedback that raises the level of both your ideas and your execution. Design: You refine your design practice with a focus on clarity, craft and communication, translating ideas into effective visual solutions for different platforms and formats. Strategy: You learn to analyse complex challenges, find insights and formulate clear strategic directions that guide creative work and communication. Copywriting: You develop your ability to use language to express ideas clearly, creatively and convincingly, and to translate strategy into communication that actually makes a difference. Art direction: You strengthen your visual thinking and execution, create conceptually strong and visually convincing work, and integrate tools such as generative AI into your process.

5. Module 3: Social impact

   In the final module you put everything you have learned into practice on a real assignment. You work with purpose-driven organisations and develop strategic and creative solutions to societal challenges in areas such as sustainability, education and human rights. You work under real conditions, with real constraints, real stakeholders and a requirement for solutions that can be evaluated on both impact and performance. The module brings together everything you have developed during the programme and results in portfolio work that shows both your thinking and your ability to deliver at a high level.

6. Portfolio coaching

   Portfolio coaching runs as a common thread through the whole programme. Through regular coaching sessions with your programme director and ongoing feedback from industry professionals, you define what you want your portfolio to communicate and how you want to position yourself in the market. It is an iterative and deeply individual process. You test ideas, refine them, cut what does not work and gradually build a stronger and more focused body of work. At the same time you strengthen your ability to present both new and earlier projects, and learn to communicate your ideas, your process and your creative direction clearly. The goal is not only to create strong work, but to shape a portfolio that is relevant, well thought out and ready for the Swedish and international job market.

Who is this for?

This programme is aimed at you who are already working as a creative: you have a portfolio but want to take it to a professional level. Perhaps you have a master's degree in communication, advertising or design, or a few years of experience in the industry, and feel it is time to refine your portfolio and clarify your direction. The programme also suits you who want to change focus within the field: perhaps you want to go deeper into art direction, copywriting, design or brand strategy. Teaching is in English, which makes the programme just as relevant for you who are aiming for an international career as for you who want to work with global brands and international clients in the Swedish market. You are curious about the world, comfortable in an international environment and see the diversity of perspectives as an asset in creative work. You thrive at a fast pace, are used to working with others and see feedback as a natural part of your development. You are also ready to question how you think, create and collaborate, and to come out on the other side as a sharper version of yourself.