Bullet Proof Strategy

Matt Holt why is strategy important.png

How to create and defend brilliant strategies with data

Great strategy needs to be creative and lateral but is much more persuasive when underpinned with robust and credible data. Number confidence not only lets planners generate new and exciting insights, but also justify their strategic recommendations.

In this interactive one-day course, we’ll inspire you with the power of numbers, teach you the most important maths you’ll need as a planner, help you get to grips with data sets using Excel and then show you how to visualise your findings to tell the most compelling and persuasive stories.

Who is this course aimed at?

This one-day APG course is intended for mid-weight planners with 2-7 years experience in all kinds of communications agencies, who are capable strategists but need to improve their numerical craft skills.

What will you learn?

The 4 main parts of the day cover different skills with different expert tutors. Specifically you will:​

  1. Learn the key bits of maths and stats that are relevant to the day to day work of strategists and planners, how to apply them, and important questions to have at your fingertips.

  2. Learn about the practical application of data and numbers in creating more effective strategies, with examples and case histories and the chance to have a go yourself.

  3. Do an intensive, practical session on getting the best out of excel. This will be tailored to the needs of the individuals in the group.

  4. Get really good at using numbers to tell strategic stories.

Led by Kate Waters, CSO at Now Advertising, and with sessions taught by Alex Steer, Frank Durden and Simon Wall, this course is ideal for mid-weight planners and strategists who would benefit from boosting their numerical craft skills.

Course Details

What are the hours?

1 full day

What is the cost?

£550+VAT (APG Membership required)

When is it?



Alex Steer

Alex Steer

Chief Product Officer

I am a senior marketing analytics, effectiveness and technology lead, with experience in Chief Product/Strategy Officer roles in media and digital agencies. My focus is on improving marketing effectiv...

Sameer Modha

Sameer Modha

Analytical Manager

Sameer has worked in every kind of agency except PR (including particularly long stints at Mindshare and JWT), and on most categories except, for some bizarre reason, petfood. He has shifted over the ...

Simon Wall

Simon Wall

Director of Analytics

Director of Analytics at Now Advertising. Simon was co-founder of the Data Consultancy Fuel in 2003. They were acquired by the Engine Group in 2008 and Simon continued to lead the business until 2012 ...

Frank Durden

Frank Durden

Brand and Marketing Consultant

Frank Durden is a multi-talented strategist, planner, client and consultant. He has an MBA and a particular interest in, and understanding of business strategy. He was marketing director of a major co...

Kate Waters

Kate Waters

Director of Client Strategy and Planning

Previously, Kate was the Co-founder and Chief Strategy Officer at Now Advertising. Kate was a Strategy Partner at Engine, and one of the Government’s leading advisers on behaviour change strategy, res...

Cancellation policy

Should you cancel your booking for an APG training course, the following cancellation policy will apply: For a cancellation made more than 30 calendar days in advance of the training course, a full rebate will be applied. For a cancellation more than ten calendar days in advance of the training course, a rebate of 50% will be applied. For a cancellation less than ten days in advance of the training course no rebate will be applied.

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Ends on:


Sales end on 17/07/2020 at 03:30PM

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