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The APG is a membership organisation that promotes smarter thinking.  


We believe in the importance of equipping planners and strategists with the training and inspiration they need to be bold and rigorous thinkers.

The Home for Planners & Strategists

APG News

How to get your APG Awards Paper Shortlisted

24th February 2021 @ 5pm GMT

Hear the winning paper presented live! This event will feature 3 of the winners from 2019. The authors of Marmite, Capita for British Army and KFC New Fries will take us through their winning entry.

You'll also get to hear from our Chair of Judges, Charlie Snow and have a Q&A at the end.

The best of the APG Awards: strategies that made a difference

WARC’s Chiara Manco looks at how past APG Awards winners have combined strategy and creativity to impact society for the better.

Whether tackling environmental issues or problematic social dynamics, advertising can play a role in emotionally moving people and empowering them with the tools to progress society for the better. From brands to NGOs all the way to governmental organisations, winners of the 2019 APG Creative Strategy Awards show us how.

Did I Do A Strategy? 

By Phil Adams

You’ll find as many definitions of what strategy is, and what good strategy looks like, as you’ll find strategists. That’s as it should be. If you aspire to be a strategy leader, it’s important that you have your own point of view, your personal take, on what strategy is and how to do it.

APG's Latest Top Talk

'Go Luck Yourself' with Andy Nairn

Lucky Generals founder Andy Nairn has just launched his first book. And he'll be running his first live and interactive session on the idea.

Each week we will be featuring a new piece written by Jim Carroll, a long serving strategist and former UK Chairman at BBH. Click through to read more and subscribe.

Think Tank: APG Creative Strategy Case Studies & Top Talks Library for APG members

All the Top Talks will be available on Think Tank, the APG members' part of our site. Most are a video with deck. This should all be working. Let us know if you have any problems accessing it.

The Hustler’s Tool Kit:

"How to survive as a first-time freelancer"

by: Jon Leach

So, as a big-time planner, you have suddenly found yourself independent, solo, freelance, free as a bird (or laid off, unemployed, let go and chucked out of the nest, just to bracket off some other ways of describing the situation).

Podcast Recommendations

Top podcast recommendations from the APG community on advertising, digital, leadership, culture and more... Take a look, have a listen and let us know what you think. 

'Brandsplaining' with Jane Cunningham & Philippa Roberts

10th March 2021 @ 5pm GMT

We talk to Philippa and Jane about their excellent new book. We delve into why marketing is still sexist and discuss how to fix it. We ask why the majority of brands still address women from a male perspective, explaining to them what they are and what they can be? We unpack the unconscious biases that shape the conversation and help forge more constructive relationships with female audiences. (APG Members Only)

Watch the APG Awards Launch & How to Win Events

Watch our latest Awards events on how to write papers, present them to the judges and hear from some of the past winners showing the best examples of creative strategy and what a really good case might look like.

NEW: Heads of Strategy Forum

25th February 2021 @ 5.30pm GMT

This is a new thing for APG members who are Heads of Strategy and Planning leaders running departments or leading strategy teams. 


The idea is some informal sessions to discuss challenges, share ideas and spend time talking to people who have the same kinds of role and are facing the same demands – and joys – of leading teams. (APG Members Only)

Tips for How to Win an APG Creative Strategy Award

Margaux Revol, 2019 Grand Prix winner for Bodyform/Libresse shares her top tips for writing and presenting a winning APG Creative Strategy Awards Paper.

BLM Education Resources

This is a list of helpful literature and resources from Gen Kobayashi CSO at Engine. Gen says: 'The team at ENGINE curated these in response to BLM and to mark Juneteenth. We all took the Friday afternoon off from work to educate ourselves on Black history and the structural racism that exists in our society. We did this because the first step in combating and eradicating racism is education and greater understanding of the injustices that People of Colour have had to face for centuries'

Content for a great CV

by: Denise Williams

Did you know that the maximum time generally taken to read a CV is 30 seconds, and in most instances is more like 7 seconds? That’s the time it takes to make a cup of coffee, or the length of a Tik Tok video.

APG Top Talks

Over the coming weeks we will be putting on a host of Top Talks by top strategists.  We've asked them to choose topics that they are passionate about or think will be of most use to the APG community.  Some will have specific relevance to the times we are in, and others will have more general interest and applicability. They will all be good! They will be about 30 minutes long.


They are an APG member benefit and therefore for members only.  You can get your free ticket for each event on Eventbrite. 



Strategy Leaders of Tomorrow

Starts February 2021

How to do Integrated Planning

1st & 2nd March 2021

Agile Strategy

8th, 9th, 10th & 11th March 2021

Planning Fundamentals

11th, 12th, 13th & 14th May 2021


How to Apply Strategy to Solving Client Problems

13th, 20th, 27th April & 11th, 18th, 25th May 2021

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