Planning Fundamentals: How to Apply Them

Next Online Course (SOLD OUT): 11/12/13/14 May 2021, 4 x Half Days - 1pm-6pm (BST)

Planning Fundamentals, and How to Apply Them is a new training course designed by Charlie Snow and Sarah Newman, to take you through the most important principles of planning and show you how to apply them.

Who is it for?

Anyone who uses or needs to use planning and strategy in their role but could do with a rigorous guide to best practice, with lots of examples and tools.  You could be new to planning or working for an agency or a client and have responsibility for communications or brand strategy. You might be involved with design, social media, PR, experiential; advertising or a commercial or media partnership or a brand communications plan. This course will help with all of those and will be as practical and applied as possible. 

How long is it?

The Course runs over 11/12/13/14 May 2021, 4 x Half Days - 1pm-6pm (BST)

(One place remaining)

What will it cover?
  • Setting Objectives including the difference between business/marketing and comms objectives.  Making sure they are measurable and realistic.

  • Defining the problem and the key questions to ask to get you there. 

  • Strategic models.  Different approaches to cracking strategic problems. 

  • Insights and getting to an idea.

  • Creating a communications plan.

  • Creating a persuasive narrative to sell your strategy and idea.

  • Presentation skills: Tips and tricks.

  • Evaluation and effectiveness.

As well as being interactive with plenty of exercises for you to practise what you are learning, there will be guest appearances from current brilliant strategy practitioners with particular expertise.  These will include Vicki Holgate, current APG Chair on objective setting, Tom Roach, Executive Strategy Director and Effectiveness Specialist, amongst others.

Course Enquiries

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

Course Tutors

The course will be convened by Charlie Snow. Charlie will be supported throughout the four afternoons by some top planners and strategists from the Planning community. People who have learnt the hard way and want to pass on some of the practical skills that have been invaluable to them in their successful careers.

Julian Saunders

Charlie Snow

Brand & Advertising Consultant

Charlie was the Head of Planning at DLKW, which grew to be the UK’s biggest independent advertising agency; he then became CSO at DLKW Lowe and MullenLowe London. Two years ago, he got out of the big agency world to become a strategic consultant working across multiple agencies and clients on brand, advertising, media, experiential and PR. He has won numerous awards for his work, including two Gold IPA awards, three Gold APG Awards and the APG Grand Prix. Charlie also sits on the Independent Advisory Panel to the ASA; he also mentors many Planning Directors.

Julian Saunders

Tom Roach

VP Brand Planning


Julian Saunders

Vicki Holgate

APG Chair

Course Information

4 x Half days - 1pm to 6pm (BST)​


£985+VAT (APG Membership required)



11th, 12th, 13th & 14th May 2021 (PMs - BST)



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.