Planning Fundamentals: How to Apply Them

Next Course: 1st & 2nd April 2020

Planning Fundamentals, and How to Apply Them is a brand 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 two days.

What will it cover?

Day One

  • 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.


Day Two

  • Creating a communications plan.

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

  • Presentation skills: Tips and tricks.

  • Evaluation and effectiveness.

Course Tutors

The course will be convened by Charlie Snow. Charlie will be supported throughout the two days 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.

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.

Charlie Snow

Brand & Advertising Consultant

Course Information

Two full days 



£985+VAT (APG Membership required)



1st & 2nd April 2020

9.00am - 5.30pm each day. 


Central London TBC

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