APG West started with questions, not answers.
What would people in Bristol, Bath and the surrounding area need from the APG? What challenges do the creative businesses of the region face? What would constitute success for them? How should the community come to life?
5. Answers reveal different priori5es
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10
20
30
40
50
60
70
80
Most interested in APG for … Today's key issues are … Imagine it's 2017 How to build the community Other Points
1 2 3 4 5
Training
S/W IdenDty
Planning Value
Other
Networking
InspiraDon
6. Q1: Most interested in APG for…
§ A real desire for core skills
§ Also keen to network and
idenDfy with the planning
community
7. Q1: Most interested in APG for…
Would be good to share the
classics, frameworks and
expectaDons of the discipline
- so we are all on an equal
playing ground
A real sense that training would
significantly help breed the
confidence that Planners require to
push the strategic agenda
Access to core / extended / leadership level
training would begin to provide a sense of career
progression and a sense of direcDon
Training
for
account
people
Core planning skills and
how to sell them
Obtain new perspecDves from
outside of our current
organisaDon
Many agencies are struggling to recruit so anything
that helps to develop a talent pool for the longer-
term benefit can only be a good thing
KEY
Training
Networking
Inspiration
Planning Value
S/W Identity
Other
8. Q2: Today’s key issues are…
§ Planning value:
• Planners feel undervalued – need a
home/ recogniDon
• Real desire for help in building the
value of planning to jusDfy Dme and
fees
§ S/W IdenDty
• RecogniDon that the S/W does things
differently – how do we own this and
build on it?
• At this stage in feedback emphasis is
on ways of working – does it need to
be different for the new world we are
in?
9. Q2: Today’s key issues are…
People don't
understand what it is -
they're not prepared to
pay for it
Gecng clients
to come to us
with problems -
not
preconceived
noDons of the
soluDons they
just want us to
execute
The diversity of planning and
understanding what type of
planning a client needs most or
first
Bringing the
client in the mix
early (working
collaboraDvely
from the start)
Other
colleagues
understand
ing the role
of Planning
Strategy means different things in different
agencies so a unified understanding of the
role and tangible acDviDes led by strategists
would be useful.
The level of client 'regard' towards planning and planning
processes. It feels like something that ofen has to be
jusDfied in terms of its value to the overall effort
KEY
Training
Networking
Inspiration
Planning Value
S/W Identity
Other
Give the
wider
agency
exposure to
strategic
thinking
Breaking down silos both
internally and with clients
10. Q3: Imagine it is 2017…
§ Much more equal spread of what
would want to have achieved
1. Beger trained
§ Local, relevant, talent building
2. A sense of community
§ Currently feel isolated from like-
minded, useful connecDons
3. Planning is valued by clients and
agencies
§ ReputaDon of planning and
individuals grows
4. The S/W is unique spearheading
a new way of doing strategy
11. Q3: Imagine it is 2017…
From a training point of
view there was a real
desire for some planning
basics (a ‘crash course’),
potenDally rooted in
business and commercial
realiDes (as opposed to
typical ‘brand’ planning
which it was felt a ligle
far removed).
Help to facilitate regular,
peer to peer discussion
events in the region and in
parDcular to make it its
business to improve the
quality of strategic thinking
in the region's agencies
Establishing regular meetups
with the community
including inspiraDon
Access to
mentoring
schemes
parDcularly for
junior members
Greater access to insight about the craf of account
planning, methodologies / frameworks as well as
more nuanced elements
Foster and agract
talent (in Bristol)
KEY
Training
Networking
Inspiration
Planning Value
S/W Identity
Other
Be connected with the (strategy) community, be
connected to the sharp thinkers¹!
12. Q3: Imagine it is 2017…
Defining
planning
and strategy
for my
business
InnovaDon
harnessed
successfully
and pracDcally
CollaboraDon - to
feel that I am part of
a diverse but
mulDfaceted
community
The S/W is a collaboraDve space/community/
culture – can we harness this and create a new
model? ParDcularly important as there are lots of
smaller, specialist agencies here
Would like
to see
growth in
planning
like digital
as a whole
has grown
Help bridge the gap between client’s percepDon of
what strategy is, why it’s important and therefore
worth doing/paying for.
Give me tangible,
credible insight
and/or data to
back up
arguments on
the importance
of strategy in the
agency process.
KEY
Training
Networking
Inspiration
Planning Value
S/W Identity
Other
Help to
demonstrate
the value of
planning at all
points across
the customer
journey (many
agencies in the
south west are
delivering
acDvity later in
that journey)
CollaboraDon -
breaking down silos
both internally and
with clients
13. Q4: Building the community
§ Networking is important, but
you want to be inspired local
talent and the S/W perspecDve
14. Q4: Building the community…
Pure social occasions to
just get to know other
people
Agency/client events, which
include key speakers and
facilitate debate and discussion
Providing inspiraDon,
vision, promoDng
the fact that people
can transfer from
other roles
Monthly meetups -
perhaps in different
locaDons (roadshow?)
Breakfast
meeDngs
easier for
many than
evenings
Cross pollinaDon with other
centres of excellence e.g.,
London
Monthly face-to-face events
with local talent for
inspiraDon
.
KEY
Training
Networking
Inspiration
Planning Value
S/W Identity
Other
Events need to be of
significant value to
warrant taking the Dme
out / cost/ travel. Very
strongly indicated by
those outside of Bristol.
Keen to have
access to
external
thinking and
ideas but it
would need to
be here in the
S/W.
16. Next steps
§ Networking and inspiraDon
§ A showcase of SW Planning – July
§ Training and networking
§ FoundaDons in Planning – October
§ Training
§ Core skills – October to December
17. A showcase of S/W Planning
§ We are right to be proud of the diversity of planning in the SW, so let’s
hear more about it, celebrate it and recognise the posiDve contribuDon it
makes to our clients’ business.
§ Come and listen to 6 different case studies, presented by Planners from 6
different agencies – each shining a spotlight on the breadth of strategic
skills and types of planning going on across the region.
§ Please let us know if you would like to suggest a piece of strategic work to
showcase at this event.
§ Early July – exact date TBC
19. Core Skills Training Network
§ A series of training modules covering the key elements of planning, each
run by senior representaDves of local agencies, and cumulaDvely building
the core skills of planners across the region.
§ The core skills you need to be a planner or strategist, regardless of
discipline or place of work - suitable for planners, account handlers and
clients
§ Content reflecDng the mix of planning and strategy in the S/W
§ Please let us know if you would like to contribute to delivering this
programme
§ When: October to December – exact date TBC