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APG Training Courses

Core Skills

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

Classic Skills
  • Desk research

  • Effectiveness

  • Insights

  • Excel & data

  • Briefs & briefing

  • Principles of strategic thinking

  • Qual & quant research (using & analysing)

  • Creativity & creative people

  • Working in teams & managing up

  • Mentoring & career development

Emerging/New Skills
  • Online research & tools

  • Familiarity with a 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...)

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(with Charlie Snow)

The APG A-Z is a series of 26 short and inspiring videos that 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.


Planning Fundamentals

Planning Fundamentals, and How to Apply Them is a brand new training course designed by Charlie Snow and Sarah Newman, to take you through the most important principles of planning and show you how to apply them.

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APG Night School

APG Night School is a brand new kind of online training for planners and strategists who are new to agency life. It’s aimed at people in their first two years of work, typically under 25 years old.

It covers the most important things planners are asked to do at the start of their career in a series of short, clear, practical modules.

These include:

  • Doing a competitive review

  • Understanding the different uses of qual and quant research

  • Coming up with and presenting initial strategic thoughts

  • Helping out on a pitch

  • Building confidence

  • Learning what makes you most useful as a junior planner

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Nailing Your Strategy

This course fast-tracks the wider skills every planner needs as they manage the strategy process from client brief to developing and selling ideas. 

It covers the essential skills of management, influence and personal impact that will help you take a lead in any discipline, and bring the team and the client with you.

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