Use AI to Write Brilliant Briefs
With Christina Lemieux and Ruairi Curran
This extended training session is for young planners and strategists. It will build your expertise in brief writing by making the most of the incredible creative and strategic stimulation that AI brings to the task.
Next Online Course:
Wednesday 3rd September from 9.30am-1pm BST
What will you learn?
The session will teach you which AI tools to use, how to get the best out of them and how to make the most of new ways to write fast, focused, strategic and creatively inspiring briefs. It’s a hands-on session, so come ready to engage your brain and work through briefs in real time.
Course Tutors
Tutors are Ruairi Curran, Executive Strategy Director at Gravity Road and Christina Lemieux, Executive Strategy Director at Saatchi & Saatchi, PG One.
Both have extensive experience as senior strategists and are acknowledged experts in the theory and practice of AI for strategy and are leaders of the APG’s AI initiative of 2024/5.
About the Course
The session will combine theory and practice. You will experience how to combine your judgement with AI to speed up the ‘grunt work’ and focus on leaps in your thinking.
During the course of the morning you will work on two different briefs, from scratch, learning the approaches and how to apply them, and using real data provided by Tracksuit.
Everyone will work together to get practice on applying the theory by researching, synthesising refining and bringing your thinking to life using AI.
Then you will have a go at writing a different brief in smaller groups. There will be feedback on the tasks and a chance to ask questions and get help from the tutors.
There will be a small amount of pre-work, familiarising yourself with the tools and some of the data we will be using.
Who is it for?
The session is ONLY for planners and strategists who are already working in the industry - starting out in agencies or people with more experience who don’t have strategy in their title but have to write creative briefs from time to time.
It is not suitable for students or aspiring planners.
Course Details
Cost
APG Members (Under 30 yrs old) = £25+vat
APG Members (Over 30 yrs old) = £50+vat
Non-members = £100+vat
Date
Wednesday 3rd September 2025
Timings
9.30am-1pm BST
Platform
This course will be run online on Microsoft Teams. You will receive details once your booking is confirmed.
Please note, the sessions will not be recorded/filmed and we can’t offer a catch-up session if for any reason you can’t attend.
Tickets
Spaces are limited, so sign up now:
Course Enquiries
If you have any questions about this course, please e-mail Alison Trotter at alison@apg.org.uk
APG Training Course Cancellation Policy
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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.
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The training session will not be recorded/filmed and we can’t offer a catch-up session, if for any reason you can’t attend.
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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.
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Attendance on Training Courses is entirely at the discretion of APG. There is no automatic right to attendance.
APG Training in association with Tracksuit
Tracksuit is the beautiful, affordable and accessible brand tracking tool to measure and communicate the value of brand-building.
Built from best-in-class methodology, Tracksuit is accessible and easy to understand for everyone from CMOs to CFOs, brand marketing specialists and agencies to founders.
Trusted by agencies and over 650 modern consumer brands around the world, Tracksuit surveys thousands of people each week to track consumer awareness, consideration, usage, preference and perceptions of a brand. The data is collected from different markets and demographics, while also being used to benchmark each brand against its competitors.