The APG Creative Strategy papers make inspiring reading but they’re also full of incredibly useful guidance that you can apply to your own brands. Julian Saunders is dissecting the best of the cases and drawing out practical tips...
By: Julian Saunders
So many useful business books and so little time – was the thought that occurred to me as I was teaching this week. Here are my top tips for students in extracting the useful knowledge...
We interviewed 25 strategy leaders, CSOs, Heads of Planning, CEOs and a couple of clients. These were depth interviews with leading thinkers where we discussed the skills they think are going to be really important, as well as their views on how we should meet the challenges ahead.
What are the top rated skills for Planners and Strategists?
Did you know that the maximum time generally taken to read a CV is 30 seconds, and in most instances is more like 7 seconds? That’s the time it takes to make a cup of coffee, or the length of a Tik Tok video.
Therefore, your CV needs to work hard for you, and quickly – it needs to make you stand out and differentiate and elevate you from other candidates.
Here are some ideas on how to personalise your cv:
“If you can't handle me at my worst, then you sure as hell don't deserve me at my best.” - Marylin Monroe
Strange times we are living. A lockdown is a matter of time, today we can’t hug our dearest and have to resort to elbow bumping and namaste to say hello to our friends. We went from sharing everything in the sharing economy era to social distancing and not sharing anymore (stock piling anyone?). It’s all a bit odd in a ‘28...
I am frequently asked: ‘What’s it like going freelance?’. To save repeating myself, I wanted to get down on paper what the first year is really like. I wanted to share three things that got me through it...
What 3 skills should a good planner possess?
Persistence – no matter the insight or strategy, you’re going to have to keep pushing. It’s exhausting sometimes but you will get to better work if you are stubborn enough to not let go.
With the APG, I talked to 25 of the leading CSOs of London, across agency types, to find out which skills they thought strategists were going to need to survive the next 10 years. The APG also conducted a skills survey amongst the strategy community and got over 300 responses. (We reckon this is the first such research and survey of its kind, probably anywhere in the world.)
Last week at the Guardian, APG Young Planners met for the third time this year to dig deep into the minds of five top Planners and Strategists all from different types of agency.
We heard from a Direct, Digital, Brand, Media and Traditional Planner, and asked them to share: a description of their job, the key skills they need to do their job, how they approach a client brief/business problem and tips and tricks of the trade.
On 20th April 2017, 60 lucky APG Young Planners spent an evening with Jim Carroll, the former Chairman and Planning Director of BBH London, as he reflected on his 30 years in advertising. He also shared with us 10 characteristics he thinks a Planner has and a few top tips to follow.