APG Chair Urges Planners To Lead Industry Evolution

APG Chair Urges Planners To Lead Industry Evolution

“To survive in today’s industry, agencies must change. And planning must be at the van-guard of this evolution” – that is the agenda set by APG Chair Jason Lonsdale for The Communications Council’s new IPA Strategic Planning course which runs in Sydney and Melbourne next month.

The three-day residential program, which will be chaired in Sydney by Lonsdale (executive planning director at Saatchi & Saatchi), and in Melbourne by Justin Graham (chief strategy officer at M&C Saatchi Australasia), will explore the challenges and opportunities of ‘new-fashioned’ strategic planning, providing planners with the tools and knowledge to be the lead strategic brain for their agency’s clients.

Preparing participants for the program, Lonsdale said: “We are unmistakably living in a period of massive upheaval –a period in which consumers both avoid and distrust our ads, and in which our once-loyal clients question our contribution to their profitability. There is an opportunity and a responsibility here for planners to steer their agencies in the right direction: away from the old ‘brand-out’ thinking, and towards acting ‘people-in’; towards solving actual business problems.”

He continued: “New-fashioned strategic planning is about evolution, not revolution. New approaches that marry proven philosophies with fresh thinking, creating new tools for a new world.”

Both Lonsdale and Graham have played an instrumental role in ensuring content is localized for the Australian market and aligned with the APG vision, championing unexpected thinking.

Graham said: “This course is about strategy in action, we are handpicking speakers both in and around the industry to provide a balance of inspiration and grounded skills. Importantly it should be a lot of fun, the best young thinkers in the room part discovering, part challenging what it means to be a brilliant strategist in 2015.”

Tony Hale, CEO of The Communications Council, said: “As two of Australia’s leading strategists, Jason and Justin bring a wealth of experience to the course – from working with many of the world’s leading agencies and brands, to raising professional standards in planning through their experience on the APG committee.”

Joining the course chairs, confirmed speakers to date include: UM chief strategy officer Sophie Price; VICE Australia head of content Alex Light; and ChapterSF co-founder Gareth Kay, speaking via Google Hangout from San Francisco.

Running from 24th to 26th May in Sydney and 31st May to 2nd June in Melbourne, the course is designed for strategic planners with two or more years’experience or account managers making the transition to planning.

Talks will cover:

  • Challenges and opportunities of new-fashioned strategic planning
  • Dirty Planning: How to lie and cheat your way to better strategies
  • Planning on the other side of the fence: a client’s perspective
  • Vice, content creation and the new rules of engagement
  • The relationship between data, stories and creative
  • How to use engineering to make your thinking work harder
  • If technology is the new Creative, who’s the new Strategist?

Hale continued: “This is the second of our IPA experiential programs to run in Australia, introduced to allow members access to a truly intensive and immersive learning experience. This course requires planners to remove themselves from the agency, re-focus, live and build close-working relationships with their peers, and interact with some of the best minds in their field.”

Please login with linkedin to comment

andy milne Edge Mad Men Yumtable

Latest News

Foxtel Media Unveils Four New Digitally-Enabled Cient Offerings
  • Media

Foxtel Media Unveils Four New Digitally-Enabled Cient Offerings

Foxtel Media has announced four new offerings to provide advertisers expertise in more targeted, dynamic media delivery as part of a realignment towards digital. The new offerings are Foxtel Xplore Audience targeting on Kayo, addressable audience targeting on Foxtel Go, the ability to target in-venue viewers on Fox Venues, and a new Dynamic Trading Platform. […]

“The Free And Open Internet Is A Force For Good”: Quantcast Reveals New Intelligent Audience Platform
  • Technology

“The Free And Open Internet Is A Force For Good”: Quantcast Reveals New Intelligent Audience Platform

On Thursday, Quantcast held their Virtual NOVA event, discussing the current state of the advertising industry, the end of third-party cookies, the open internet vs walled gardens, and data privacy and consent. The event coincided with the launch of their new Quantcast Platform. It is an intelligent audience platform powered by the company’s patented AI […]

New Research Reveals Men Unsure How To support Gender Equality
  • Uncategorised

New Research Reveals Men Unsure How To support Gender Equality

Global marketing agency LEWIS today revealed findings from its new global research on gender inequality, conducted in support of the global HeForShe movement. You can read the report in full here. The report shows the impact and perceptions of gender inequities during the pandemic across 13 countries. The findings reveal an alarming trend: 98 per […]

Haystac Wins Dairy Australia’s PR
  • Marketing

Haystac Wins Dairy Australia’s PR

Social relations agency, Haystac, part of the BWM Dentsu Group, has been appointed PR agency for Dairy Australia following a competitive pitch. As the national services body for the dairy industry, Dairy Australia supports the profitability and sustainability of dairy farming and its role in producing quality, nutritious food, while committing to the care of […]

Rexona Clinical’s Unique ‘Pitvertising’ Won The Summer, Via Clemenger BBDO Sydney
  • Advertising

Rexona Clinical’s Unique ‘Pitvertising’ Won The Summer, Via Clemenger BBDO Sydney

While the Sydney Sixers won the BBL season ten trophy, Rexona Clinica won the summer sports marketing battle with a game-changing sponsorship idea. BBL 2020-21 series will go down as the ‘Year of the Pit’ after Rexona Clinical owned the summer after unveiling its new form of advertising sponsorship – ‘Pitvertising’. The concept, devised by […]