mission

APG - The Authority in Advertising and Communications Strategy

Who we represent

The APG is a not-for-profit organisation run for and by its members: primarily account planners in advertising agencies, but increasingly the wider community of communications strategists, including media planners, channel planners, digital planners and DM planners.

What we believe

We believe in the importance of excellent advertising and communications strategy. With products increasingly generic, budgets ever tighter, and communications channels more varied, it has never been more important to have crystal clear strategic thinking to set a brand apart from its competition.   We also believe in the role of planning in delivering excellent strategy. Planners are at the heart of creative businesses, so are more likely than anyone else to produce strategies that are creatively inspiring.

What we do

• We encourage dialogue among our membership and provide a 'home' for planners, representing the interests of the planning community.  Bringing Planners together to support, help and talk to each other (virtually and in person) will be a special focus of the next two years.
  
• We provide class-leading training to foster excellent strategic thinking across our industry.
  
• We have created the world’s most comprehensive collection of groundbreaking strategic case studies, through the biennial APG Creative Strategy Awards.
  
• We provide a portal to access the many articles, blogs and books written on strategy.  Further, through our members' recommendations we can rank these according to usefulness. 
  
• We champion new thinking by enabling new publications on the subject of planning, contributing to other publications, and organising various events and debates.
  
• We represent the interests of our members by seeking to influence agency heads and clients, promoting the role of excellent strategic thinking and planning in generating profit.
  
• We aim to further improve the quality of talent attracted to the planning discipline.