Strategy Leaders of Tomorrow

The definitive Development Programme for the future facing senior Strategist

Next ONLINE Course: TBA

We will be running this programme in 2021. It will be the third iteration of this highly competitive and enjoyably demanding APG Leadership Training.  


Graduates of the previous courses have rated it as universally excellent.  We attract the brightest and best onto the programme and in return the strategists who are chosen to take part will be taught by the very best in our community.


In 2021 we are making a few adjustments to the curriculum and one big change in focus.  We will continue to cover essential and leading edge strategy but we will also concentrate much more strongly on leadership per se.

Course Tutors
Adam Morgan

Adam Morgan



Guy Murphy

Guy Murphy

Chief Strategy Officer

Lucy Jameson

Lucy Jameson



Rob Scotland

Rob Scotland

Head Of Strategy

McCann London

Shekhar Deshpande

Shekhar Deshpande

Head of Strategy and Global Accounts, EMEA


Charlotte Stone

Charlotte Stone

Global Strategy Director


Jim Carroll

Jim Carroll

Brand and Communication Consultant

Carroll Jones LLP

Matt Tanter

Matt Tanter

Head of Strategy


Russell Davies

Russell Davies



Ved Sen

Ved Sen

Author & Speaker, Digital Strategy, Innovation & Acceleration

Frank Durden

Frank Durden

Brand and Marketing Consultant

Kate Waters

Kate Waters

Director of Client Strategy and Planning


Nick Vale

Nick Vale

Global Head of Creative Strategy

Wavemaker UK

Satu Kreula

Satu Kreula

Executive Coach & Leadership Development Consultant

The Exetor Group

Vicki Holgate

Vicki Holgate

APG Chair & Executive Strategy Director (Government Comms)

MullenLowe London

Who is it for?

This is a leadership course for those strategists who are getting ready to take on senior strategic roles. In these sort of roles, who you are, what you stand for, what your strengths are, how you work with people and what perspectives you bring matters at least as much as your strategic ability, if not more. 

Most of all these sorts of role require a leadership mindset. Strategy Leaders of Tomorrow is a programme which will help you develop that mindset, and work out the approaches and ways of thinking and behaving that will stay with you over the long run. This isn't a skills-based course, even though there will be rich exposure to some of the technical areas of strategy and planning.  It's about discovering and revealing your strategic strengths and the strategy leader you want to be. 


The course convenors are Shekhar Deshpande, former strategy leader at JWT and now Head of Strategy, Global Accounts, at Facebook and Sarah Newman, former Head of Planning at Ogilvy & Mather and now APG Director.  Shekhar is an inspired trainer and will be leading a number of the sessions of self discovery. 

What does the programme consist of?

The course comprises 8 half-day Bootcamps, plus THREE immersive two-hour sessions.......


Bootcamps 1 & 2:

A journey of strategic self discovery. You will respond to a detailed case study, with your strategic recommendation. You will get feedback on your thinking and your approach from Vicki Holgate, APG Chair and Matt Tanter, former APG Chair and Head of Strategy at Mother. The afternoon will be devoted to constructive and structured reflection on what you have learned; personally and as a group. This is the beginning of your journey of self discovery. 


Bootcamps 3 & 4:

Diverse Perspectives: you'll hear from some of the brightest and most diverse strategic legends in London, and understand how subjectivity is crucial to approaching problems. You will hear from Russell Davies, Kate Waters Head of Strategy at ITV, Lucy Jameson, Partner at Uncommon and Ved Sen. You will work on a further strategic case with discussion. 


Bootcamps 5 & 6:

Working with others and developing a trusted advisor mindset. There will be another case study, this time you will respond in small teams. You will get feedback on your approach from Jim Carroll, former Chair of BBH and Chair of Judges for the APG Creative Strategy Awards 2019. You will spend the afternoon with an executive leadership coach, Satu Kreula, working on developing a listening and influencing mindset. 


Bootcamps 7 & 8:

These two mornings will be all about the future - how to plan for, and prepare for, the future, both in terms of strategy and your long term career as a strategist.  We will invite two strategic gurus, to represent brand and media thinking. You will hear from and debate the future with them.

Intensive Learning Sessions
  1. Culture

  2. Company Financials

  3. Diversity and Inclusion

Course Information


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


Dates & Times



This Course will be run Online using Zoom. You will receive details once your booking is confirmed.

(Please note we can’t offer catch-up sessions or recordings if for any reason you can’t attend)

Course Enquiries

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


"Clear how much careful thought has gone into this course - every moment was excellent. I feel like I've opened parts of my brain up and had wings carefully stitched to my back. I have found myself feeling happier at  work and my path forwards is very clear and also has become more exciting. Everyone who came and spoke to us #1!!!"

- Senior Account Planner

"I loved all the talks - what I wanted from the course was to see 'best practice' and to open my mind, and this is what the experts/greats of the industry did for me. Hugely inspiring and humbling - There was a great diversity of topics and a lot of learnings to apply immediately to the day job."

- Associate Planning Director

"The highlights were how well-structured the course was, the calibre of the tutors and the collaborative nature of the training"

- Head of Content

"Making friends! Being philosophical - just because we can! - hearing and having access to incredible speakers and planners and getting their top tips."

-Global Senior Planner

"Intensity, professionalism and sense of excitement throughout. This was clearly not any old training course."

- Strategist, Global Insight & Strategy Agency
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.