APG Intensive Creative Brief Drill

With Matt Waksman of Droga5

Dates: 19th February - 19th March (every Thursday evening)

The best way to learn how to write inspiring creative briefs is to learn from the experts and get lots of practice. Matt Waksman is Head of Strategy at Droga5, and one of the most creative strategists in London. He designed this short course to help younger planners refine their brief writing skills.

What will you learn?

You will learn how to make the most of the core elements of any creative brief and how to make sure there is a proper logic flow between the strategic steps. The opposite of ‘filling in the boxes’!

Each week, you will go away and write a brief to a problem that Matt sets, and then come together as a group to share your thinking. You’ll get constructive criticism and feedback to help you hone your skills and get really good at writing them.

Who is it for?

The course is aimed at more junior strategists and planners who have some experience working as a planner, probably with 1-3 years’ experience. It is primarily for planners from small agencies that do not have established strategy departments.

How is the course structured?

The course lasts 5 weeks. Starting 19th February 2026, it will take place on Thursday evenings from 6.30pm to 7.30pm GMT at Droga 5 in London.

There is a maximum of 6 places per course.

Course Information

Cost

APG Members = £150+vat

Non-members = £250+vat

Paying personally = £80+vat

Dates & Times

19th February - 19th March (every Thursday)

6.30pm-7.30pm GMT

Venue

Droga5, London

How to attend

If you are interested in taking part please fill in this form and we will let you know if you are successful in getting a place.

Apply today

Course Enquiries

If you have any questions, please email Lexi Campbell - Lexi@apg.org.uk

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.

Training sessions will not be recorded/filmed and we can’t offer catch-up sessions on future courses, if for any reason you can’t attend.

On occasion we may need to re-schedule training sessions - we reserve the right to do this at any time although we will aim to give you as much notice as possible.

Attendance on Training Courses is entirely at the discretion of APG. There is no automatic right to attendance.