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Build a Brand in 90 Minutes

A Practical AI Workshop with Oli Feldwick

Next date TBA

Oli Feldwick, Head of Innovation at The&Partnership is a strategy and AI expert. He’s at the forefront of thinking about how we could and should use AI for creative strategy and the practical use of the tools at our disposal.


His ‘How To Use Gen AI and Chat GPT’ was an APG sell-out earlier this year so luckily for us he’s volunteered to run a more in-depth practical workshop. In this session you will get hands-on and sleeves-up in applying AI in the everyday, and learning what works (and what doesn’t).

What will the workshop cover?

What will it cover?

Oli will provide a consolidated view on what is useful to planners and strategists, how AI can play a powerful role integrating and augmenting across the whole insight, ideation, strategy and creation process, and how to apply these principles practically to strategy tasks.


You’ll put the principles to work on building a new brand or product in 90 minutes, using AI tools to generate audience insight, positioning, packaging and launch ideas; including creative.

You will come away with thought-provoking and practical experience of AI best practice and an armoury of approaches that you will be able to use across a broad range of strategy tasks.

Who is running it?

Who is running it?

Oli Feldwick, Head of Innovation at The&Partnership and seer to the strategy community will lead the Workshop

Oliver Feldwick.jpg

Oli Feldwick

I was, perhaps, destined to end up in advertising. Son of a planner and a qualitative researcher, my early years were spent watching ad-reels instead of postman pat. This was followed by a wasted youth of computer gaming, programming and tinkering. And then jobs in research, digital and integrated agencies. Now working at The&Partnership as Head of Innovation. As a Philosophy graduate, I worry about the ethics of advertising and think the industry is at an important turning point with digital marketing. I explored this theme in my 2016 Admap Essay, "The Uncanny Valley of Personalisation", which explored the pitfalls of personalisation in advertising and how to avoid them. I have since written a Dissertation for the IPA Excellence Diploma on “Unleashing Cyborg Creativity”. I also like trains, obscure walking tours, police procedurals and buying books that I will never get round to reading. I also cook a fabulous bolognese.

Workshop Details

Next workshop TBA

Workshop Enquiries
If you have an enquiry about this workshop, please e-mail Alison Trotter at
Workshop Details
APG Training Course/Workshop 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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