There is a whole industry of ‘experts’ on LinkedIn peddling their services. Some of them haven’t worked on a client for years. Some have developed a gig that pretends one aspect of strategy trumps all others, and they double down on that at the expense of nuance. A few are brilliant and inspiring. Quite a lot don’t seem to have much clue about what planners and strategists actually do (and want to do better) in the real world.
Here’s a case in point. How do you do a new product launch? Not an obvious subject like how to come up with an insight; but hugely important. And well, it’s a big subject, isn’t it? How you do a new product launch depends on the brand and territory and category and a lot more besides. Wouldn’t it be helpful to have a masterclass on how to do it from a very senior strategist working on clients every day who’s done lots? And lots of successful ones.
Michael Hines, Group Strategy Director at Wieden+Kennedy will be delivering the ideal practical masterclass:
How to do a New Product Launch
Monday 14th October | 5pm-6pm BST | Online
Michael will share some practical principles about how to handle new product launches, take us through a series of cases highlighting what works well and what doesn’t, tell us how launches can be a path to the upper echelons of client organisations, and how working on launches can bring in truly imaginative thinking and ground-breaking marketing practice.
Next, a series of masterclasses in planning and strategy practice all taught by actual practitioner experts. They know what they are talking about because they do it all the time. It’s packaged up as a brilliant course, one afternoon a week for 6 weeks. We’ve got just one or two places left so contact alison@apg.org.uk to get yours.
Essential Planning Skills
Starts 9th October | Online
This is for planners and strategists in all kinds of agencies who need to 'fill in the gaps' in their knowledge and want to learn from brilliant tutors and practitioners. This is all about learning by doing. Each module is highly focused and relevant and comes with a cheat sheet so you can apply the learning immediately.
And finally, the fundamentals of Planning, taught by one of THE best planners out there, Charlie Snow.
This course features all the planning and strategy skills you need as a younger planner or if you are new to the discipline. You will cover everything from setting objectives to how to apply different strategic models to writing a comms plan, to creative briefing – and more. Lots of interactivity and examples to learn from and apply, all led by the brilliant strategist Charlie Snow.
Sarah Newman
APG Director
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