Essential Planning Skills
Next ONLINE Course: Dates TBC
This is one of our most popular courses. Course tutors are the experts in each field and include Shekhar Deshpande of Meta, Amelia Torode, Neil Godber of Wunderman Thompson, Phil Barden and Julian Saunders. This is a course with a difference. We want to focus the course on practising the Principles of Planning rather than just learning them. Our ambition is to arm you with ‘cheat sheets’ that will help you put the principles into action the minute you walk out the door.
Who is it aimed at?
This course is ideally suited for Planners and Strategists with 2 years+ of experience in the industry. It is designed for Strategists from a variety of disciplines – be it brand planning, digital planning, channel planning, engagement planning. It is also suited for Strategists with specialist experience who would like a more well-rounded view of Strategy, even though they may have spent more than five years in business.
What will you learn?
As with any APG training course this modular course mixes the theory and and practice of planning and is highly interactive, enabling you to take away tools and approaches and use them immediately in your day-to-day job.
Our ambition is that rather than blow you away with awesomeness, we will arm you with ‘cheat sheets’ that will help you put the principles into action the minute you walk out the door. We daresay you should remember (at least) the best bits a year after we have finished with you.
How have we chosen our modules?
We have drawn upon a panel of industry experts across Planning disciplines (in other words, old and classic ones as well as young and cool ones). With their help, we have identified the core areas that would be relevant to all strategists, across disciplines.
Course Content & Modules
Module 1: Getting to your one big marketing objective.
Module 2: Identifying the basis for your strategy
Tutor: Amelia Torode - Fawnbrake, The StratHack Company
Module 3: How to have powerful and enduring Brand Ideas.
Module 4: Unearthing and profiting from insights
Tutor: Shekhar Deshpande - Meta
Module 5: Writing a creative Brief without writing one | Tutor: Shekhar Deshpande - Meta
Module 6: Briefing and working with creative people | Tutor: Dave Masterman - VCCP
Module 7: Understanding people through (quant) data | Tutor: Sam Fowler - Craft Media
Module 8: Media Channel Planning | Tutor: James Caig
Module 9: Effectiveness | Tutor: Neil Godber - Wunderman Thompson
Module 10: 21st century Brand thinking | Tutor: Julian Saunders - Joined-up Company
Module 11: The practical side of Behavioural Economics | Tutor: Phil Barden - Decoded
"Great overview of the Planning process – great for highlighting room for improvement and getting inspiration. Helped put all of the pieces together."
- Planner, Integrated Agency
"Really well thought out structure and outstanding teachers – covered all the areas I had questions on as a planner."
- Planner, Creative Agency
"Incredibly useful – especially when putting our newly learned skills to the test with practical applications."
- Planner, Digital Agency
"Great breadth of content brought alive by a multitude of approaches and models, and made accessible through carefully thought out practical exercises."
- Planner, Digital Agency
Dates and Times:
Dates and Times TBC
6 x Half-days
ONLINE using Zoom
Please note, the sessions will not be recorded/filmed and we can’t offer catch-up sessions on future courses, if for any reason you can’t attend.
£1,085+VAT (APG Membership required)
Strategist and Trainer
James Caig is a planner, trainer and facilitator who has led strategy teams in media, creative, digital and CRM agencies. He has won IPA Excellence Awards, started APG West and has been a judge for the APG Creative Strategy Awards and IPA Excellence Diploma. Last year he devised and ran Persuasive Presentations training for more than 70 people.
The Joined Up Company
Julian Saunders has worked as a strategist in most disciplines and recently in The Zoo at Google, where his role was to advise clients about effective marketing on digital platforms. He works directly for clients and specialises in running strategic workshops for them. Previous roles include: CEO of Red Cell, Non-Executive Planning Director of Good Technology, Executive planning Director of McCann-Erickson and Planning Director of Ogilvy. He publishes regularly, mostly in Market Leader (the quarterly journal of The Marketing Society), blogs at joinedupthink.com and was editor of The Communications Challenge (APG 2004) a pioneering textbook for planners about the impact of the digital revolution”
Owner and Managing Director
Decode Marketing Ltd
Phil has over 25 years client-side brand management experience. After 16 years with Unilever, rising to Marketing VP, he worked at Diageo and T-Mobile. Whilst responsible for T-Mobile’s brand positioning and development around Europe he became a client of decode marketing consultancy and first encountered 'decision Science‘. He is now one of very few experts to combine a practitioner's perspective with a profound knowledge of decision Science.
APG Training Course 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.
Training sessions will not be recorded/filmed and we can’t offer catch-up sessions on future courses, if for any reason you can’t attend.
On occasion we may need to re-schedule training sessions - we reserve the right to do this at any time although we will aim to give you as much notice as possible.
Attendance on Training Courses is entirely at the discretion of APG. There is no automatic right to attendance.