The APG A-Z
Creative Strategy in 26 Videos
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.
All the videos are 7-10 minutes long and come with an additional exercise for you to reinforce the learning.
What is the APG A-Z ?
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.
The Letters
A new definition of advertising, and how this helps
A simple definition of a brand, and a useful brand model
Why creativity puts strategy in its place
Distinctive assets: What they are, how they work and why they are critical for brands
A useful framework to help you organise your measurement
The multi-faceted power of facts and how to use them to power your strategy
Infographics and 3 ways to use them effectively
Models of behavioural economics and how to apply them to creative strategy
What is an insight and when to use one
When and how to use customer journeys and the brand as operating system
Building your knowledge as a personal superpower
Useful models for underpinning narrative structure and story telling
Long vs short term media planning and how to build a comms plan
The role of different platforms and the galvanising power of social media
Setting objectives as the cornerstone of strategy, with a model for defining them
What it is and when it’s useful (and not useful)
Differences and distinguishing features of each with tips for research design
What it is, when it’s useful, and how to calculate it
The power of keeping it simple with a simple ‘from- to’ model
Mass vs. targeted marketing with a model for thinking about brand communications
System 1 vs System 2 thinking and a process for coming up with ideas
The good and the bad, and how viral campaigns work
Strategy is made up of words. Tips for choosing the right ones
The power of fame and when and how to make it work for you
How to make yourself a source of strategic wisdom and insight
How to understand, shape and use culture to build brands
About 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?
Students: £50+vat
APG Members: £150+vat
Non-members: £200+vat
Testimonials
"If your wish was to find a content creator online with a focus on strategy and planning, you just got it in the APG A-Z. Charlie Snow is the perfect guide, presenting the planning essentials in a series of videos without bullshitting around and getting straight to the point. Plus, it's enriched with exercises to help you understand things in context."
"Charlie Snow has the best name in advertising. He is also one of the best in the business. Charlie always manages to bring some serious smarts without taking things too seriously. The APG A-Z series is characteristically Charlie - you can learn a lot, but also have fun along the way."
"Charlie’s genuine fascination and excitement for the discipline is very infectious and inspiring. You feel not a second is wasted in the videos, and all the exercises really help to push your thinking and improve your knowledge in real time."
Course Enquiries
If you have any questions about The APG A-Z, please get in touch with Alison - Alison@apg.org.uk
APG Training in association with Tracksuit
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