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David Wilding

David Wilding

Director of Planning

David is one of the best media planners in London. He has a particular interest in behavioural theory, a fascination with neuro-marketing and a mild obsession with trying to catapult brands into the heart of popular culture. He has recently jumped ship from PHD to run planning at Twitter.

Neil Godber

Neil Godber

Head of Planning at JWT London

Neil is a top planner, formerly of BBH and now running Planning in JWT London. He is multi-awarded for at APG Creative Strategy Awards and a winner of the Grand Prix for Dixons in 2011 and an expert in all things effective.

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Dave Masterman

Creative Director at VCCP

David has spent over 20 years in the creative discipline and has previously worked at agencies such as JWT, BBH, Fallon and DDB UK. This gives him the unique insight of having received many briefs from planners over the years. 

Better Briefs with Will Humphrey

Next Workshop: TBA

Briefs are central to your job as a strategist (or as a client). They are a distillation of your thinking, a springboard to lead to brilliant work.


However, too many people either don't give them the respect they deserve, whether that's writing them quickly, 'filling in the boxes' or worst, handing out their briefs to be read rather than making the briefing itself a delight.


Come along if you'd like to refresh how you write briefs or conduct briefings; there's twenty top tips and a number of exercises to reinvigorate this essential part of the job.

Your tutor will be Will Humphrey, a Strategy Director at Wunderman Thompson. A strategist of fifteen years' experience, Will's worked at some of the best advertising, customer, PR and digital agencies in London, and loves brief writing.

Who is it for?

This training workshop is suitable for strategist, planner, researcher or client who wants lots of new ideas and approaches to help them write better and more inspiring briefs, or to understand how to recognise a good brief.

Workshop Information

Date TBC



Times TBC


This workshop will take place online using Zoom


APG Members = £175+vat
Non Members = £300+vat

*Please note these tickets are non-refundable

Course Enquiries

If you are interested in attending a Training Course, please e-mail Alison Trotter -

About the Tutor
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Will Humphrey

Hello! I'm a Strategy Director at Wunderman Thompson.  I have an integrated background, having worked in major Advertising, PR, CRM and Digital agencies. I've devised strategies for work that spans from an award-winning experiential VR Garden for Cancer Research, to a TV show for Budweiser at Anomaly, right through to reinvigorating the CRM for O2's Priority platform at LIDA.  I have founded and run a planning department at Edelman (the world's largest PR firm), as well as running many successful new business pitches; from the PR for Samsung's 2012 Olympics bid, right through to Land Rover's CRM program or Norwegian Air's brand direction.  Professionally, my goal is simple; to help create and shape great, forward thinking work. If you want to find out more about how I think, check out  Finally, i'm also very interested in mentoring junior people and helping and encouraging young people to join the advertising and communications sphere. I co-founded AdGrads, a popular graduate blog. The best of it now resides at the AdMISSION, a blog I co-write with the IPA, the advertising industry's governing body. 

About the Tutor
APG Training Course Cancellation Policy
  • Should you cancel your place on this 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.

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