APG 'How To' Events

The Stuff that Fell Between the Cracks

Junior and mid-weight planners worked phenomenally hard in the pandemic, often in tough circumstances. And you kept going even though informal learning by watching was one of the casualties of remote working.

 

The APG wants to help.

APG 'How To' Events Start March 2022

We aim to fill in the gaps and cracks over the next few months with a series of events, covering important aspects of the planning and strategy experience that are normally learned by osmosis.

 

Each one will take place online and will be 90 minutes of inspiration plus the chance to have-a-go.

We are going to offer these events to younger and less experienced strategists at a notional cost per event because we want to make them as accessible as possible. 

 

APG members: £5+vat

Non-members: £50+vat

 

We have a limited number of tickets per session so sign up fast.

APG 'How To' Event: How to Get the Proposition Right (with Michael Lee)
24th May 2022 | 5pm-6:30pm BST
SOLD OUT - Join the waitlist

Michael Lee, APG Chair and Chief Strategy Officer at VCCP London, is hosting our fourth ‘How To’ event on 'How to Get the Proposition Right'.

The crafting of the proposition has a mythical status in awards papers narratives. But is it justified or overhyped?

 

Has the shift towards experience rather than just message-based advertising reduced its importance?

And how on earth do you know whether you've written a great proposition?

Michael will cover off a number of well-known case studies and provide some practical advice on how to craft your proposition to increase the chances of stimulating a creative leap of genius.

Event Details:

Date: Wednesday 25th May 2022

Time: 5pm-6:30pm BST

Platform: Zoom

Tickets*: SOLD OUT

APG Members = £5+vat

Non Members = £50+vat

*tickets are non-refundable

 

APG 'How To' Event: How to be a better problem solver (with Matt Holt)
29th June 2022 | 5pm-6:30pm BST
(Tickets on-sale from beginning of June)

Matt Holt, CSO at Digitas UK is hosting our fifth ‘How To’ event on “How to be a better problem solver”. 

 

As planners, strategists and data folk, problem solving is at the heart of what we do every single day. Writing a brief, the research you do at your desk, the media mix, judging a creative idea, architecting the digital platform, analysing unstructured data – all of these tasks are designed to solve problems, large and small.  

 

So it makes sense that we all become great problem solvers right? Being good at mastering problems means not only can you master the day to day tasks (and manage your time), but importantly if you diagnose the problem correctly you get utter clarity. And out of that clarity comes great outputs and outcomes.

 

However, the act of problem is solving is far from easy because problems are messy. They are easy to bias. But also remarkably easy to ignore. And problem solving is both an art and a science, requiring structured and imaginative thinking – not easy for one human brain. 

 

The session will focus on equipping delegates with a range of pragmatic tools and principles that Matt has picked up over the years so that they can become better at diagnosing problems and master the art and science of problem solving.

Event Details:

Date: Wednesday 29th June 2022

Time: 5pm-6:30pm BST

Platform: Zoom

Tickets*: (coming at the beginning of June)

APG Members = £5+vat

Non Members = £50+vat

*tickets are non-refundable

'How To' Get the Proposition Right

25th May 2022

How to Event with Michael Lee.jpg

Speaker: Michael Lee

Michael Lee, APG Chair and Chief Strategy Officer at VCCP London, is hosting our fourth ‘How To’ event on 'How to Get the Proposition Right'.

He covered off a number of well-known case studies and provided some practical advice on how to craft your proposition to increase the chances of stimulating a creative leap of genius.

'How To' Work Constructivley with Creatives

16th March 2022

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Speakers: Alaina Crystal and Toby Allen

In this session, we covered how planners can best work with creatives, that age-old partnership that can lead to some of the biggest bust-ups and the biggest breakthroughs.

 

The session was led by Alaina Crystal, Global Head of Strategy at Purpose and Toby Allen, Executive Creative Director at The&Partnership, who collaborated closely in their time at AMV BBDO on campaigns for Bodyform, Snickers and Plan International UK.

How Not to be Afraid of Numbers

4th May 2022

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Speaker: Sam Fowler

Sam Fowler, Chief Strategy Officer at Craft Media London hosted our third ‘How To’ event on 'How not to be afraid of numbers'.

This session focused on equipping you with a toolbox of tips and tricks Sam has picked up during his time in the industry, so you can quickly focus on what matters, feel confident in handling data and begin a journey to making numbers work for you.

'How To' Give a Great Briefing

30th March 2022

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Speaker: Martin Beverley

Martin Beverley, CSO at adam&eveDDB hosted our second ‘How To’ event on giving a great briefing. 

Martin covered a series of principles for writing the best and most effective briefs and creating the most inspirational briefings.