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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. 

From Slides to Sofas

How to create compelling strategic content based on in-home interviews 
A half day workshop with Mark Hadfield from Meet the 85%

Next Workshop: TBA

This practical half day session will teach you how to do empathetic and revelatory interviews with people in their own homes. You’ll discover how to use some of the skills of ethnographers, journalists and documentary makers to get to the truth and how to edit your video, photographic and intellectual content in a compelling way that captures their reality and convinces both clients and creatives.  The workshop will take place in Central London and we can take up to 10 people, so book your place now. 

What will it cover?

The training will be split into 3 areas and is a blend of presentation, discussion and group exercises.

1) Observing & engaging: Creating the conditions for personal truths to be shared.

2) Capturing their reality: Looking beyond our biases and capturing the lives of participants.

3) Finding the story: Reflecting on the evidence and developing themes.


You’ll leave the session with tips, tricks and approaches to help you in your role moving forward.

Workshop Information

Date TBA


Times TBA


Location TBA


APG Members = £250+vat
Non Members = £325+vat

*Please note these tickets are non-refundable

Who is running it?
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Mark Hadfield

Mark has over 15 years experience as an agency Planner working in London, around the UK and across Asia. He's worked for big, small, networked and independent agencies and worked across pretty much every category you can think of. 

He spent 6 years at Iris, as Regional Head of Planning for APAC, building and managing teams around Asia and working on Samsung, Guinness, Philips and Shell.

He's also worked at ENGINE, Weapon7/BBDO, Southpaw and most latterly Cravens, based in Newcastle upon Tyne.

His passion for Mass Mainstream audiences and brands comes from his Comprehensive-schooled background and love of double-carb meals.

In 2023 he set up Meet the 85% - an ethnographic research consultancy that helps agencies and brands understand the reality of their customers lives. Their work sits at the intersection of journalism, ethnography and documentary film making.

About the Tutor
APG Workshop Policy
  • Workshops 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 the workshop - we reserve the right to do this at any time although we will aim to give you as much notice as possible.

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

Workshop Enquiries

If you have any questions about this workshop, please e-mail Alison Trotter -

What will it cover?
Workshop information
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