Holding your own with Senior Clients

Dynamics of Business: Understanding Finance and Business from Behind the Boardroom Door

Next Course: TBA

For more senior strategists we run our very popular course: 'Holding your own with senior clients' which is convened and taught by Rachel Murphy. It's a fast paced, one day rally tour round the financials and the business issues that drive clients' thinking and decision making - critically important to understand for all senior planners.  Dry though the subject matter might appear, it's essential stuff, and both close to the APG heart, and clearly those of our delegates who 'LOVED IT'. To find out more just call or email alison@apg.org.uk

A bit more about the tutor
Rachel Murphy

Rachel Murphy

Rachel Murphy is the course tutor. Rachel advises senior clients one-to-one at Board level and also helps train senior people in top advertising agencies. Rachel is the founding partner of RJM Consulting. Having previously worked for both blue-chip quoted companies and private equity businesses, she established her own consulting business to provide advisory services to board-level executives of a wide range of companies.

Course Description
‘I feel like I’ve had a mini MBA in a day’

This is a highly successful APG Training Course for Senior Planners in understanding the dynamics of client businesses, what drives corporate strategy, why it’s fundamental to how you do your job and what you need to know to do your job much better.


A Campaign article asked last year whether Planners are becoming the go-to people as clients become more demanding.  In amongst the positivity expressed about Planners’ talents and abilities to advise clients effectively in a tough economic environment was a quote from Toshiba’s Marketing Director, Matt McDowell who claimed he wouldn’t let Planners near his data any more because…’they don’t know what they’re talking about.  Planners don’t have the depth and knowledge of business that we have.  I’d never let them anywhere near my Board.’


As senior people advising clients we’re highly proficient in a number of specialised areas, and as agencies become more specialized, so does our expertise. What we often lack is a more general depth of understanding about the nature of decision-making at a corporate level, how this impacts on the decisions about marketing and advertising investment, and how our advice is received.


This course is designed to give you the confidence to face the Boardroom. It aims to demystify finance and make apparently obscure aspects of corporate strategy manageable and understandable.  For example you will take a look at critically important ideas such as shareholder value, value growth, and why debt can be a good thing. There will be plenty of hands-on exercises, case studies and live examples to bring all the theory to life, in the context of businesses that you come across every day.  You will come away with practical hints and tips about how to research and understand existing and potential clients, articulate a story about how their business works, how successful it is and what issues are facing it.

Who is it aimed at?

Senior Planners and Strategists in all kinds of communications agencies, as well as marketing and brand consultancies.

What did delegates have to say about the tutor?

Rachel's reputation is formidable and we are delighted to welcome her onto our APG training programme.  According to Professor Richard Jolly of The London Business School she is “by far the best I have ever seen on this; she makes it all crystal clear”. She is frequently called in to advise directors who have just been appointed to the Board or who are preparing to embark on a major transaction. She recently ran a three-hour seminar for our ‘Planning Leaders of Tomorrow’ and it was universally thought to be excellent.  Such was the positivity of the feedback we have invited Rachel to run a one-day course for us. 

This is what the delegates had to say:

'Rachel is so interesting and knowledgeable. I found it very informative and learnt so much about things I would otherwise have been clueless about or normally hide from.'

- Senior Planner, Creative Agency


"Who knew the novels that lay hidden beneath financial figures? Learned a huge amount in 3 hours."

- Head of Audiences, Broadcaster


"Rarely seen financial principles explained so well and never in context of our business of comms."

- Senior Planner, Creative Agency


"Loved this. What we don’t do enough (reach outside of the classic planning ‘skills’ and put our minds in the place of the CEO. Emphasising that it’s not all about comms/advertising."

- Planning Director, Creative Agency


"Genuinely helped me understand stuff I didn’t fully understand before. Practical tips on assessing a company’s financial status. Sparked curiosity in financial affairs."

- Senior Planner, Broadcaster

"I feel like I’ve had a mini MBA in a day."

- Board Account Planner


"Very refreshing to have some dedicated time on a subject area that was completely new. I would have always considered myself financially illiterate, but after a few short hours I now feel empowered to have conversations I never would have started before."

- Senior Planner, Creative Agency

"A brilliant look through the financial lens from a marketing perspective. Rachel is a really engaging presenter and facilitator - making numbers interesting and relevant."

- Founder, Marketing Agency

"Brilliant tutor with a sharp incisive commercial point of view and a very good story teller."

- European Head of Planning
Course Details

This course is priced at £625+vat*

*APG Membership is required. Please go here for more information.



TBA 2021

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.

Course Enquiries
If you are interested in attending a Training Course, please e-mail Alison Trotter at alison@apg.org.uk
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.

Attendance on Training Courses is entirely at the discretion of APG. There is no automatic right to attendance.