APG

The Home for Planners & Strategists

Articles

This the part of the site where we upload, and encourage you to send and share lots of interesting stuff about planning and strategy.

How do I think like a planner?

Jun 30, 2015
2 min

How do I think like a planner?

Here are some ideas from top planners in the industry about how you should approach planning. “Get curious” If you’re considering becoming a planner, curiosity should be something that comes naturally to you anyway. If not, then start getting out of your comfort zone and looking at life from a different angle, through taking courses you’d never thought of taking, to taking a different route to school, to spending a morning just watching people on the street. There is no linea

Get a Job in Planning | CV & Interviews

Jun 30, 2015
2 min

Get a Job in Planning | CV & Interviews

Planning is all about new thinking and different ways of looking at old problems. As such it is difficult to suggest a one size fits all way of writing a CV for planning, the best advice is be original! Of course, while that sounds great on paper it’s hard to put in to practice. Beyond this the most practical advice for writing a planning CV is to make it personal. Write intelligently and thoughtfully about experiences that have informed your view of advertising or planning.

All About Planning | The Role, the Origins and the Agency

Jun 30, 2015
3 min

All About Planning | The Role, the Origins and the Agency

Put simply, planners “plan” advertising and communications. At the start of a project they work with the client to decide on the aims of the campaign based on what the client’s business needs to achieve – in terms of sales or consumer behaviour. They then create a strategy designed to meet the client’s business objectives. This often involves more than one type of media – traditional media such as TV and press for example, combined with digital and social media, and an overar

What is Planning? | A view from Vaughan Edmonds

Jun 30, 2015
1 min

What is Planning? | A view from Vaughan Edmonds

As someone who is new to the world of marketing agencies, I initially struggled to get my head around the concept of planning. I had a rough idea of the roles and responsibilities of a planner. The planners were the team that had the earliest access to a client brief; they were the writers of creative briefs; and they used a variety of online tools to assist their work. However, it’s only since I started working with our planning team that I realised the importance of planner

Introduction to Planning

Mar 12, 2015
1 min

Introduction to Planning

Covering the basics of planning, Sarah Sternberg a Planner at AMV BBDO explains what it means to work in planing. A must watch for anyone thinking about planning as a career path. In the talk Sarah covers the following: - What is planning? - What is it like to be a planner? - Day to day life as a planner - Plus best bits about being a planner #WhatisPlanning #APGYoungPlanners #SarahSternberg

What are the different job roles within an Agency?

Feb 17, 2015
2 min

What are the different job roles within an Agency?

What is Planning anyway? It used to be simple. "The planner brings not simply research, but also the use of data, into every stage of advertising development as a third partner for the account handler and creative team...involved with the central issues of advertising strategy [and be] honest and clear about consumer response without stifling creativity" (Pollitt) "At one extreme, there are the 'grand strategists', who are intellectual, aim to see the big picture, a

What is Account Planning?
(and what do Account Planners do exactly?)

Apr 2, 2001
4 min

What is Account Planning? (and what do Account Planners do exactly?)

It has been over 30 years since the first account planner walked the earth. Since then account planning has developed into a job function that exists not only in the advertising agencies but in client marketing departments, direct marketing agencies, design consultancies, PR firms, media independents et al. It has long since existed outside its London, England birthplace, extending to the US and Canada, Hong Kong, Australia, Scandinavia, Chile, Brazil, Europe, even China. And

Categories

Archive