Strategic Thinking

Strong strategic thinking sets good planners apart from mere mortals. We need to be excellent strategic thinkers not only for our clients’ benefit, to keep them ahead of their competitors, but also so that we earn and keep a place for our agencies and our sector at the top table when advising clients.

What is this course about?

This course will arm delegates with a set of strategic principles, tools and techniques that they can apply to just about any marketing situation or brand. Course tutor is Merry Baskin, of Baskin Shark, expert Planner and Trainer and former APG Chair. By means of presentations, interactive exercises and discussion sessions, delegates will study individually and in teams to learn about these topics:

  • What is a strategy?

  • What do all strategies have in common?

  • The key indicators of a good strategy

  • Inspirational examples of strategic thinking to solve business problems

  • How a strategy differs from a creative brief

  • Processes and tool kits for facilitating strategic thinking, and how to use them

  • Illustrative case studies

Course Tutors

Your tutor will be Merry Baskin, of Baskin Shark (planning consultant, former JWT Head of Planning and APG Chair along with ex-Special Forces, military strategist and political lobbyist Jeremy Sweeney, as a guest speaker.

Course Information

2 full days – MRS CPD accredited for 12 hours



£985+VAT (APG Membership required)







"Brilliant! Got what I came for and more! Excited to apply what I’ve learnt here to a project I was feeling apprehensive about – now looking forward to working to it."

- Planner, Client Side

"Fantastic, intense but manageable. Confidence boosting. Merry – engaging. I’m easily distracted and I can’t believe how focused I was over the two days – a true sign of how interesting it was!"

- Digital Planner

"Highly useful – Merry armed us with a plethora of strategic weapons which will definitely help liberate my thinking and creativity."

- Digital Planner, Communications Agency

"Merry was encouraging, witty, clear. She has helped demystify ‘the dark art of strategy’ - I now feel empowered to do this in my job."

- Planner, Creative Agency

"It was great to get tools to create a structure and to be able to approach a brief/pitch/case in a more structured and logic way and with more confidence. The military strategy exercise – it was really challenging, hard work, exciting and the guest speaker was inspiring. Merry – a good tutor giving many different perspectives, what great enthusiasm. Really inspiring, interesting and intense two days! A lot of good tools and ways to think and questions to ask during the process that I will start to use right away! Some good insights on how I as a person work under stress and also on being either more a “doer” or a “thinker”…"

- Planner, Swedish Creative Agency
Course Enquiries

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

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.

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