The Home for Planners & Strategists
with Charlie Snow
Welcome to the APG A-Z. These 26 short and inspiring videos are designed to give you all the basics for a proper understanding of the practice of planning and strategy. Whether you’re just starting out in an agency - be it in advertising, media, social, design, whatever - and have planner or strategist in your title, or you work for a client or research company and have a professional interest in strategy, this course is for you to do in your own time.
What is in each lesson?
In each video Charlie covers an important idea or concept. He explains what it is, how and why it is used and gives examples from his own vast experience, or famous case histories that bring the point to life. At the end of every video there is a task. These are relevant to the lesson and will help you push your thinking and improve your strategic skills. You can find a lesson example below.
Lesson Example
B is for Brand
The Letters
A is for Advertising
B is for Brand
C is for Creativity
D is for Distinctiveness
E is for Effectiveness
F is for Facts
G is for Graphs
H is for Heuristics/Habits/Herding
I is for Insight
J is for Journey
K is for Knowledge
L is for Logic
M is for Media
N is for New media
O is for Objectives
P is for Purpose
Q is for Qual and Quant
R is for ROI
S is for Simplification
T is for Targeting
U is for Unconscious processing
V is for Viral
W is for Words
X is for X-factor
Y is for You
Z is for Zeitgeist
About the Teacher
Charlie Snow
I am a highly experienced Brand and Advertising Planner/Strategist with over thirty years' experience in many different sectors including Government, Automotive, Retail, FMCG, Financial Services, Energy and Charity.
I was Chief Strategy Officer at MullenLowe London. Before that, I was Head of Planning at DLKW, which grew to be the UK’s largest independent agency. Currently, I’m doing a lot of work with adam&eveDDB in London, as well as working on some personal creative projects.
I have a number of Planning Awards to my name, including two Gold IPA Effectiveness Awards, three Gold APG Awards and the APG Grand Prix. One of my favourite things is running the Planning Fundamentals course for the APG - which has been going for over three years.
What does it cost?
From 1st-31st January 2024 we are offering an introductory cost:
Students = £50+vat
APG Members = £150+vat
Non-members = £200+vat
Introduction
Welcome to the APG Strategy A-Z. These 26 short and inspiring videos are designed to give you all the basics for a proper understanding of the practice of planning and strategy. Whether you’re just starting out in an agency - be it in advertising, media, social, design, whatever - and have planner or strategist in your title, or you work for a client or research company and have a professional interest in strategy, this course is for you.
In each video Charlie Snow covers an important idea or concept. He explains what it is, how and why it is used and gives examples from his own vast experience, or famous case histories that bring the point to life. At the end of every video there is a task. These are not compulsory. You don’t have to ‘ace them’ to complete the course. But it’s worth engaging with them and having a go because it will cement the ideas in your mind. And they’re mostly fun to do.
You can complete the course in any order and home in on the things that most interest you first. But we strongly recommend covering them all in time. We have designed it to be as concise and interesting as possible; there are no long and boring modules. So do give them all a go and let us know what you think.
Course Details
Cost (early bird rate)
Students = £50+vat
APG Members = £150+vat
Non Members = £250+vat
Dates
You can sign up anytime and finish this course at your pace
Platform
This course will be run online. You will receive details once you've paid for your place.