Strategies and Models for Creating Fame

A one day seminar at the Museum of Brands led by Paul Feldwick
Next Course: TBA

This is a one day seminar led by Paul Feldwick, author of 'The Anatomy of Humbug’, and held at the Museum of Brands.  Using the Museum as inspiration, and with guest speakers to build expertise in particular areas, you will deepen your understanding of the links between entertainment, brands and advertising, learn about the levers of popular culture, theories and practice of creating mental availability and ideas on how to re-think how you develop strategy and write briefs. 

What will you learn?

In particular you will learn:


  • How to plan for popularity

  • How to inspire work that is embedded in and arises from popular culture 

  • How to create mental availability 

  • How to use entertainment and theories about entertainment and apply them to brands and developing communications 


During the day you will take part in immersive exercises using the museum and its resources as inspiration, and hear from expert guest speakers exploring themes such as


  • How brands interact with popular culture

  • How mass entertainment, advertising and media have developed together

  • How to make ads ‘popular’

  • Theories of advertising including the importance of ‘mental availability’

  • Models for researching and understanding the impact of comms on people and culture


In the latter part of the day you will work on implications of what you’ve learned and discovered for the practice of planning marketing and communications, in particular:


  • Dealing with the new media landscape

  • Impactions for strategy development and briefs


And suggestions for further reading and enquiry.

Course Details

This one-day course is priced at £625+vat*

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






Course Enquiries
If you are interested in attending a Training Course, please e-mail Alison Trotter at
Course Tutor
Paul Feldwick

Paul Feldwick combines over thirty years experience in effective creative communications with a Master's degree in organisational consulting and many years experience as a facilitator and trainer in creative industries. He has been head of the planning department at BMP and later a World Wide Brand Planning Director for DDB.

Paul Feldwick

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Paul will be joined by guest speakers Orlando Wood of System One and Anna Carpen from 18 Feet and Rising.

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.