Planning Conversion Course

The job of a Planner has two key components
(1)  to guide or facilitate the process of devising strategies; and
(2)  to enhance your agency's ability to produce outstanding creative solutions that will be effective in the marketplace.
 
Regardless of the changes taking place in the marketing and communications world, your job as a Planner still requires the astute application of knowledge gleaned from understanding consumers and markets.
 
The APG Planning Conversion Course will give you a good basic grounding in the theory, tools and skills that Planners require.  Refined and developed over several years, this is now one of our most popular courses.
 
You should consider coming on this course if --
 
(a) you are considering a career move into Strategic Planning, for example from another discipline such as Account Management or Media Planning; or
(b) you want to get a broader view of Planning - for example if you are new to the discipline, from a smaller agency, or your background is in and Integrated, Digital, DM or PR agency; or
(c) you are working in a Communications Agency and you want to introduce Planning as a separate discipline.

Day One starts with a brief overview of Account Planning and its evolution since the early days at JWT and BMP, then looks at the changing role that Planning is now undergoing in all kinds of agencies.  There will be introductions to:
-- strategy-setting and models of communication;
-- creative briefing; and
-- using market research and other information sources.

Day Two includes valuable sessions from specialists on some of the specific craft skills:  
-- qualitative research;
-- evaluating effectiveness and tracking;
-- the growing relationship between media and planning; and
-- the increasingly important topics of integrated, media-neutral and digital planning.

Tutors:	Michael Ellyatt, formerly planning partner at Tequila, leads the course and his fellow tutors will be several of the APG’s most experienced trainers and senior specialists in specific disciplines.
Grade:	Planners of Level 1, and non-Planners depending on experience
Date:	October 2010, date to be confirmed
Price:	875pounds+vat (membership required, non-members add 90pounds, 70pounds overseas)
Venue:	Canonbury Academy, 6 Canonbury Place, Islington, London N1 2NQ
Booking:	Email steve@apg.org.uk stating (a) whether firm or provisional booking (b) if possible the names, job titles and email addresses of delegate/s