Planning Fundamentals

Matt Holt why is strategy important.png

Planning Fundamentals, and How to Apply Them is a brand new training course designed by Charlie Snow and Sarah Newman, to take you through the most important principles of planning and show you how to apply them.

Who is it for?

Anyone who uses or needs to use planning and strategy in their role but could do with a rigorous guide to best practice, with lots of examples and tools.  You could be new to planning or working for an agency or a client and have responsibility for communications or brand strategy. You might be involved with design, social media, PR, experiential; advertising or a commercial or media partnership or a brand communications plan. This course will help with all of those and will be as practical and applied as possible.

What will it cover?

  • Setting Objectives including the difference between business/marketing and comms objectives.  Making sure they are measurable and realistic.

  • Defining the problem and the key questions to ask to get you there.

  • Strategic models.  Different approaches to cracking strategic problems.

  • Insights and getting to an idea.

  • Creating a communications plan.

  • Creating a persuasive narrative to sell your strategy and idea.

  • Presentation skills: Tips and tricks.

  • Evaluation and effectiveness.

As well as being interactive with plenty of exercises for you to practise what you are learning, there will be guest appearances from current brilliant strategy practitioners with particular expertise.  These will include Vicki Holgate, current APG Chair and Creative Effectiveness Head at Diageo on objective setting, Tom Roach, Executive Strategy Director and Head of Effectiveness at Adam and Eve DDB, amongst others.

Course Information



*APG Membership required


The Course runs over the afternoons of 9/10/11/12 November


1:00pm to 6:00pm


Charlie Snow

Charlie Snow

Brand and Advertising Consultant

Biography here...

Tom Roach

Tom Roach

VP Brand Planning

Biography here...

Vicki Holgate

Vicki Holgate

APG Chair

Biography here...


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.

Starts on:

Ends on:



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

Book your Place