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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. 

How to Sell Strategic Ideas

Next Workshop: TBC
Workshop Description

However good your strategy, brief or the creative work that it has inspired, you still need to land the strategic thinking with the client for the work to be made and the idea to survive the often arduous process of campaign or idea development. And the best thinking or the best ideas don’t always get through as this is often the stage with maximum jeopardy but minimum effective preparation.

So we’ve created this APG workshop with Warwick Cairns of The Effectiveness Partnership

It’s all about persuading other people to come round to your way of thinking, as Dale Carnegie asserted back in the 1930’s in his infamous ‘How to Win Friends and Influence People’.

A lot has changed since then. But the important elements of those early models have been confirmed by contemporary psychological research, BE and computer modelling.


This half-day course provides a short, snappy, practical and theoretical grounding in where we are now when it comes to selling your ideas, and what you can do to improve your chances of professional and personal success.

What will you learn?

Through a combination of presentations, whole-group Q&A sessions and small group work, you will learn:​

  • How to quickly establish common ground with your audience, whether online or in person

  • How to excite – and hold - your audience’s attention

  • How to take control of the terms your solution will be judged by

  • How to ‘frame’ a challenge or opportunity for maximum urgency and impact

  • How to build a ‘choice architecture’ to nudge your audience to your chosen solution

  • How to make your audience feel your conclusions are their own

  • How to significantly increase your success-rate when it comes to selling any idea, strategy or product.

Workshop Information





APG Members = £99+vat
Non Members = £199+vat

*Please note these tickets are non-refundable

Course Enquiries
If you are interested in attending a Training Course, please e-mail Alison -
About the Tutor
Warwick Cairns

Warwick Cairns

After 25 years as a board-level Planning Director at top London agencies like Saatchi and Saatchi and AMV.BBDO, and a spell as Head of Planning at branding agency Brandhouse, Warwick joined The Effectiveness Partnership as a consultant strategist. He teaches writing and persuasion skills, and offers mentoring to planners and account directors looking to produce winning award submissions. He’s also a professional writer, with three nonfiction books published internationally by PanMacmillan, HarperCollins and St Martin’s Griffin. In 2018 he made the switch to fiction, winning the Historical Novel Society’s New Novel Award with a crime thriller set in Elizabethan London.

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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