Author, Effectiveness Expert Peter Field Headlines IPA Strategic Planning Course

Author, Effectiveness Expert Peter Field Headlines IPA Strategic Planning Course

UK author and expert on marketing effectiveness, Peter Field will join The Communications Council in Sydney and Melbourne this September to mentor Australian delegates as part of the 2016 IPA Strategic Planning Course: Planning reimagined – developing 21st century brand leaders.

Providing a deep dive into effectiveness, Field will cover:

  • Why and how we must build a culture of effectiveness;
  • How to harness creativity to achieve better results, stronger growth and brand longevity;
  • Key principles that drive effectiveness; and,
  • How to measure success.

Field has over 30 years experience in planning and consultancy working at iconic agencies like AMV-BBDO, DDB, Grey and Bates, and has co-authored many highly respected marketing and advertising texts, including: Marketing in the Era of Accountability, The Long & The Short of it, Brand Immortality, and The Link Between Creativity and Effectiveness.

The course, which is designed for advertising and marketing communications professionals with upwards of five years experience, will be chaired in Sydney by chief strategy officer of M&C Saatchi Group Australia, Justin Graham (4 – 6 September), and in Melbourne by head of strategy at AJF Partnership, Pieter-Paul von Weiler (11 – 13 September).

Graham said, “After seeing his keynote at Cannes this year and the reaction from the crowd, I am excited to partner with Peter in a unique workshop environment. His session will be hands on and based in global best practice thinking.

“It is an opportunity for Australia’s future communication leaders to drive new thinking away from the short-term syndrome currently sweeping across Australia and understand how to drive long-term effectiveness rooted in brilliant creativity.”

Von Weiler commented, “I’m a long-term fan of Peter Field’s (+Les Binet’s) work and have been using their studies to help clients build stronger brands and increase effectiveness. The learnings Peter brings to Australia are vital to help us improve the local landscape and make better and more effective work.

“As people increasingly block ads and companies scrutinize marketing budgets, there has never been a better time to study effectiveness. The session with Peter will arm delegates with evidence as to why brands should invest in long-term brand building and create highly creative and emotional work.”

A broad range of perspectives will be brought to the table to help focus the future strategic leaders on how to succeed in the new communications world. The first set of speakers features some of the Australia’s most respected thought leaders and strategic planning experts:


  • Ben Cooper, managing director, Tricky Jigsaw
  • Fabio Buresti, executive planning director, The Monkeys
  • Justin Hind, CEO, WiTH Collective
  • Steve Coll, CCO, WiTH Collective
  • Hristos Varouhas, chief strategy officer, Whybin\TBWA
  • Gareth Kay, co-founder, Chapter SF
  • Nic Hodges, News Ltd


  • Dr Amantha Imber, Innovation Psychologist
  • Paul Rees-Jones, executive planning director, Clemenger BBDO Melbourne
  • Gareth Kay, co-founder, Chapter SF
  • Kimberlee Wells, CEO, Whybin\TBWA
  • Anuj Mehra, head of strategy, GTB (part of J. Walter Thompson)

Graham added, “There is only one strategy course in Australia that boasts the industry’s leading speakers, is based in real case studies and offers a safe environment to be challenged and build the skills needed to succeed in the industry today.

“I am excited to be leading the course with Pieter-Paul after the success of the inaugural event last year.  2016 now presents a new focus on how to breed 21st century brand thinkers.”

IPA Strategic Planning will run from 4 – 6 September 2016 in Sydney, and 11 – 13 September in Melbourne. For more information, visit The Communications Council website.


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