The Account Planning Group

1. The Account Planning Group Training Courses

2. THE COURSES WE OFFER Mini MBA: Holding Your Own with Senior Clients A mini MBA in a day, this course is designed to prepare delegates to face the boardroom by helping them to understand the dynamics of client businesses, demystify finance and understand what drives corporate strategy. Planning Leaders of Tomorrow A series of seminar-based master classes aimed at ambitious Planners who are knocking on the door of the Boardroom. The course is designed to help them to become convincing leaders of thinking and of teams; in charge of the Planning on a pitch; in the room and in conversation with senior clients. LEVEL 3Senior Planners and Planning Directors How to be a Persuasive and Convincing Strategist: Strategic Storytelling This course is designed to hone the strategic skills of Planners who are already competent at developing strategy but want to polish and practice their skills and gain confidence in selling strategic proposals internally and to clients. Run in association with the Effectiveness Partnership, the course breaks down strategy into three key components: effective numbers, effective words, effective delivery and presentation. Strategic Thinking Designed for junior-midweight planners, this course provides an in-depth look at strategy and models of strategic thinking, which can be applied to any market or brand. Essential Planning SkillsThis course is designed for confident planners who possess gaps in their knowledge. The course enables delegates to PRACTISE the principles of planning, rather than simply learning them. Planning Conversion Course This course is designed for non-planners who think there might be “a planner inside trying to get out”. It provides an introduction to the world of planning and models of thinking. LEVEL 2 Junior Planners Midweight Planners APG Training Network This course provides an introduction to the fundamental aspects of account planning. Delegates will learn from some of the top planners in the industry, and have an opportunity to work on a new business project presenting their ideas to a panel of judges in the final session. The course is ideal for junior planners new to the industry, and for those joining planning from other disciplines. LEVEL 1Junior Planners Grads

3. THE COURSES WE OFFER Holding Your Own with Senior Clients A mini MBA in a day, this course is designed to prepare delegates to face the boardroom by helping them to understand the dynamics of client businesses, demystify finance and understand what drives corporate strategy. Planning Leaders of Tomorrow A series of seminar-based master classes aimed at ambitious Planners who are knocking on the door of the Boardroom. The course is designed to help them to become convincing leaders of thinking and of teams; in charge of the Planning on a pitch; in the room and in conversation with senior clients. OPTION 2Terms that mirror IPA terminology. ADVANCED Recommended for those with approximately 5-10 years experience in planning, looking finesse strategic skills and progress to senior positions Strategic Storytelling This course is designed to hone the strategic skills of Planners who are already competent at developing strategy but want to polish and practice their skills and gain confidence in selling strategic proposals internally and to clients. Run in association with the Effectiveness Partnership, the course breaks down strategy into three key components: effective numbers, effective words, effective delivery and presentation. Strategic Thinking Designed for junior-midweight planners, this course provides an in-depth look at strategy and models of strategic thinking, which can be applied to any market or brand. Essential Planning SkillsThis course is designed for confident planners who possess gaps in their knowledge. The course enables delegates to PRACTISE the principles of planning, rather than simply learning them. Planning Conversion Course This course is designed for non-planners who think there might be “a planner inside trying to get out”. It provides an introduction to the world of planning and models of thinking. INTERMEDIATE Recommended for those with 2-5 years experience in Planning* looking to build upon their existing skills APG Training Network This course provides an introduction to the fundamental aspects of account planning. Delegates will learn from some of the top planners in the industry, and have an opportunity to work on a new business project and present their ideas to a panel of judges in the final session. The course is ideal for junior planners new to the industry, and for those joining planning from other disciplines. FOUNDATIONRecommended for those starting out in Planning * For the Planning Conversion Course, individuals will not have experience in Planning, but will have experience in a related discipline

4. APG Training Network – LEVEL 1 Course Description: This course provides an introduction to the fundamental aspects of account planning. Delegates will learn from some of the top practitioners in the industry like Craig Mawdsley, Tracey Follows, Kate Waters, Thiago De Moraes,, David Hackworthy and Neil Godber on a host of topics including: How to have ideas and project brief Developing a great strategy Briefs and Briefing Effectiveness: how to showcase the value in what you create The new world of Planning: Integrating digital and social media What Creatives want from Planners In addition, delegates will have an opportunity to work on a new business project in groups. They will be briefed in the first session, and present their ideas to a panel of judges in the final week. Who is it aimed at? The course is ideal for junior planners new to the industry, for those aspiring to be planners and for those joining planning from other disciplines.  Hours: 14 hours7 weekly sessions – MRS CPD accredited for 12 hours Cost: £550+vat (covers all sessions and includes one years APG membership) Times/year: Course runs once a year, in the autumn.

5. Strategic Thinking – LEVEL 2 Course Description: This course will arm delegates with a set of strategic principles, tools and techniques that they can apply to just about any marketing situation or brand. Course tutor is Merry Baskin, expert Planner and Trainer and former APG Chair. By means of presentations, interactive exercises and discussion sessions, delegates will study individually and in teams to learn about these topics: What is a strategy? What do all strategies have in common? The key indicators of a good strategy Inspirational examples of strategic thinking to solve business problems How a strategy differs from a creative brief Processes and tool kits for facilitating strategic thinking, and how to use them Illustrative case studies Who is it aimed at? This two-day APG course is intended for junior and middle-experience people with 2-7 years experience: planners, account handlers, researchers. Hours: 2 full days – MRS CPD accredited for 12 hours Cost: £875+VAT (APG Membership required) Times/year: Course runs 3/4 times a year

6. Essential Planning Skills – LEVEL 2 Course Description: This is a Planning Fundamentals course. Course tutors are the experts in each field and include David Stevens and Zoe Scaman of London Strategy Unit, ShekharDeshpande of JWT, Jez Groom of Ogilvy, Ed Beard and Fern Miller of Lbi, David Wilding of PHD, Tracey Follows of JWT. this is a course with a difference. We want to focus the course on PRACTISING the Principles of Planning rather than just learning them. Our ambition is to arm you with ‘cheat sheets’ that will help you put the principles into action the minute you walk out the door. Module 1: Getting to your one big marketing objectiveModule 2: Identifying the basis for your strategyModule 3: The practical side of Behavioural EconomicsModule 4: Studying digital peopleModule 5: How to have powerful and enduring Brand IdeasModule 6: Unearthing and profiting from insightsModule 7: Writing a creative brief without writing one.Module 8: Briefing and working with creative people: as told by somebody creativeModule 9: What is an idea Module 10: Channel Planning: The principles of getting your idea out there successfully Who is it aimed at? This course is ideally suited for Planners and Strategists between 2 and 5 years of experience in the industry, from a variety of disciplines – be it brand planning, digital planning, channel planning, engagement planning. They will be confident planners who possess some gaps in their knowledge. Hours: 22.5 hours – MRS CPD accreditation 18 hours 10 modules, 5 weekly sessions Cost: £750+VAT (APG Membership required) Times/year: Course runs twice a year, in the Spring and Autumn

7. Planning Conversion Course – LEVEL 2 Course Description: This course provides an introduction to the world of planning and models of thinking, in addition to practical exercises to introduce non-planners to the world of planning and help them ascertain if they have an interest and aptitude in the field. Tutors are Merry Baskin and Janet Grimes. Theory: - What is planning and where did it come from and how has it evolved?- What is strategy and what exactly do planners produce/deliver?- Models of thinking – behavioural, strategic, comms models, models of integration, a look at some examples and why they matter- Branding and positioning: how to win in a competitive world; towards a comms strategy- The importance of a clear brief and the difference between a master comms brief and an executional/creative brief. Practice (skills and techniques): - The Brief and the Briefing: how to get it right; practical exercise with real briefs- Round-table discussion and insight from experienced planning directors- Doing analysis: research overview, creative development research, tracking, evaluation- Homework: working with a case history. Who is it aimed at? To be suited for the course, you ……will have been working for a few years (please note this course is NOT for recent graduates or juniors)…realise that what you want is to push the boundaries of your strategic abilities a bit further…could be an account handler (media or creative)…might be a client brand manager… could be a management consultant starved of creative thinking… consider yourself good at logical and lateral thinking as well as creativity and don’t want to plump for one without the other. Hours: 2 full days: MRS CPD accreditation 12 hours Cost: £875+VAT (APG Membership required) Times/year: Course runs 2/3 times a year

8. Strategic Storytelling – LEVEL 3 Course Description: This 3-day course is designed to hone the strategic skills of Planners who are already competent at developing strategy but want to polish and practice their skills and gain confidence in selling strategic proposals internally and to clients.  It is convened and tutored in partnership with the The Effectiveness Partnership. The focus is not on the principles of Strategic Thinking but on the development, embellishment and effective communication of strategic thinking. The course is being run in association with The Effectiveness Partnership and the tutors all have exceptional expertise and depth experience in their field.  It breaks down strategy into three essential aspects: Day 1- Strategy using more effective numbers Day 2 – Strategy using more effective words Day 3 – Strategy using more effective delivery and presentation There will be a final presentation to a panel of APG judges at the end of the 3 day session. Who is it aimed at? This course is suitable for planners and strategists from all kinds of communications agency, research companies, media agencies or client companies.  You will probably have a minimum of 3 to 5 years experience making strategic recommendations internally and to clients. Hours: 3 full days: MRS CPD accreditation 18 hours Cost: £1200 - trial price (APG Membership required) Times/year: Course runs twice a year, in the Summer and Autumn

9. Holding Your Own with Senior Clients – LEVEL 3 Course Description: This is a highly successful APG Training Course for Senior Planners in understanding the dynamics of client businesses, what drives corporate strategy, why it’s fundamental to how you do your job and what you need to know to do your job much better. Course tutor is business, finance and management expert Rachel Murphy. This course is designed to give delegates the confidence to face the Boardroom. It aims to demystify finance and make apparently obscure aspects of corporate strategy manageable and understandable.  There will be plenty of hands-on exercises, case studies and live examples to bring all the theory to life, in the context of businesses that planners come across every day.  Delegates will come away with practical hints and tips about how to research and understand existing and potential clients, articulate a story about how their business works, how successful it is and what issues are facing it. Who is it aimed at? Senior Planners and Strategists in all kinds of communications agencies, as well as marketing and brand consultancies. Hours: 1 full day. MRS CPD accreditation 6 hours Cost: £620+VAT Times/year: Course runs twice a year, in the Spring and Autumn

10. Planning Leaders of Tomorrow – LEVEL 3 Course Description: This course is designed to help ambitious, experienced planners to become convincing leaders of thinking and of teams; in charge of the Planning on a pitch; in the room and in conversation with senior clients; really at one with the magic of data; persuasive and convincing and able to direct their creativity to aspects of their job or a campaign that matter and make a difference. Course tutors are industry experts including Andy Nairn, Russell Davies, Craig Mawdsley, Alice Huntley, Kate Waters, Alison Chadwick, Mia Kennedy, Rachel Murphy. These master classes recognise that the Planning Leaders of tomorrow will have to have developed a personal planning style that combines brains and innovative thinking with a degree of maturity and insight that needs to be learned and mastered. The focus of the course is therefore on personal development and the honing of ‘softer’ skills – combined with an exploration of two fundamental Planning aptitudes: facility with data and creativity. The intention is to help delegates define their own leadership style and to give them the confidence to develop personal leadership qualities. There will be six in-depth seminar/ teaching/ discussion sessions. For some sessions delegates will be expected to have read the material to be discussed. At the end of the course each delegate will have a one-to-one personal coaching session with a highly experienced executive coach to help them apply what they have learned to their personal leadership style. Who is it aimed at? This course is aimed at the brightest and most ambitious of Planners: those with 5+ years’ experience; the Planners who are knocking on the door of the Boardroom; the Heads of Planning and CSOs of tomorrow. Hours: 18 hours: MRS CPD accreditation 18 hours 6 weekly seminars Cost: £895+VAT (APG Membership required) Times/year: Course runs twice a year, in the Spring and Autumn

11. Contact Details For more information and dates for these courses please look at the detailed course descriptors on the training pages of of our blog apg.org.uk To book a place on any of the courses, please email alison@apg.org.uk and give name, job title and email of each delegate.