Find your skill level in the descriptions below and click through to see the list of corresponding skills, training courses and workshops

Business Meeting

Core Skills

Basic skills you need to be any sort of planner or strategist, regardless of discipline or place of work.

APG Essential Planning Skills Spring 201

Extended Skills

Advanced set of skills for more senior and experienced strategists, combined with emerging and specialist skills.


Leadership Skills

Top skills for strategists with management or high level business responsibilities.

Strategy Leaders of Tomorrow

Apply for a Training Bursary

APG Members can make an application for funding up to £3,000 in 2019.  They will need to put a proposal to a sub-committee that demonstrates a genuine need for funding over and above (or in place of) training or development that their company could or should offer. They will be required to explain what skills they will learn as a result and how the training will help them develop them as a strategist and hence benefit the community overall.

Applicants should use the bursary initially for an APG Training course(s) but may also use additional money for non-APG training that is agreed with the APG. Training should either:

  • Equip them better to perform in the upstream world

  • Or help leverage creativity in the current business environment

Genuine financial hardship/need will be taken into account. Applicants will need to demonstrate why the training can’t be funded by their agency and to show they have the blessing of their manager to take part.
Bursaries will be allocated at the discretion of a sub-committee of the APG committee.
APG will offer up to 5 such bursaries in 2019

Important dates

Applications will need to be submitted by end of September 2019. The APG sub-committee will let you know if your applications has been accepted ASAP.


If you have any questions, please get in touch with the APG Director, Sarah Newman or the APG Chair, Matt Tanter.

How to apply

To apply for this bursary please fill out this form or press the button below. You will need to be an Active APG Member to apply.

How Training Works

The aim is to offer training in as many of these important skills as we can, with a combination of Training Courses and a new training format of 'Taster Workshops’.


So we’ve mapped these skills against what is required at different levels off experience and suggested the Training Courses and Workshops that can deliver against those requirements.


How it works:

  1. You define your level of experience ( Core, Extended or Leadership)

  2. You look at the skills required for your level of experience (see below)

  3. You can then see what we are offering to teach and enhance skills at that level


(In addition we suggest classic and emerging skills at each level: The things you absolutely have to be able to do vs the skills you might need as your role extends or you take on different kinds of work).


As always we will give plenty of advance notice on courses and workshops so that you get the chance to book yourself on in good time.

Core Skills


Classic Skills

  • Desk research

  • Excel & data

  • Briefs & briefing

  • Principles of strategic thinking

  • Qual & quant research (using & analysing)

  • Creativity & creative people

  • Working in teams & managing up

  • Mentoring & career development

  • Effectiveness

  • Insights

New & Emerging Skills

  • Online research & tools

  • Familiarity with broad range of strategic disciplines  (content, digital, channel, design etc.)

  • Behavioural research including site journeys and UX

  • Understanding and using specialisms (psychology, neuroscience, semiotics etc..

Extended Skills


Classic Skills

  • Effectiveness embedded in thinking

  • Advanced data analysis

  • Develop & present strategic thinking

  • Define strategic & creative ideas

  • Client, internal & creative relationships

  • Understand & critique quantitative (testing) approaches

  • Enhance, apply and understand: client business, finance & corporate strategy

Emerging/Specialist Skills

  • Finding Insights

  • Briefing for different disciplines

  • Strategy for newer disciplines & new business

  • Understanding and developing leadership styles

Leadership Skills

Classic Skills

  • Effectiveness & strategic case studies

  • Apply business / corporate / economic understanding

  • Thought/opinion pieces – speak at events

  • Conceive and give training

  • Strategic vision & leadership: Accounts and agency

  • Personal / department leadership

Leading Edge Skills

  • Leading multi-disciplinary teams

Leadership Courses

Classic Courses (Click through for more info)

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