IPA Residential – Campaign Planning

3 DAY Residential

Strong strategic skills set good planners apart from mere mortals. But it’s no longer enough. Technology has driven the growth of specialist planning skills, leaving some strategic planners abdicating responsibility and others feeling out of their depth. This course, taught by top-of-their-game industry professionals offers completely updated content, and addresses this problem head on. Make yourself the most useful person in the room.

About the course

This 3-day residential course will give you the knowledge and tools to collaborate with diverse disciplines and by the end of the course you will be part of that rare and valuable breed  – a “T Shaped Planner” who grasps the overview of the brand and the role of the wider spectrum of disciplines along with a deep strategic centre of gravity.  Not to be missed for planners 2-6 years and anyone who wants cutting edge planning thinking. 

This course is designed to familiarise students with every aspect of campaign planning. It is comprehensive, taking a fresh look at everything from the fundamentals of strategic planning (“The Power of Purpose”  “Campaign Planning Fundamentals”) to cutting edge strategic digital thinking (“Shifting Clients to an “Always on” Mentality” and “The Commercial Value of Integrated Planning”)

What to expect

A 3-day intensive residential program. Informative and interactive speaker sessions with renowned industry leaders.

Project briefing – delegates work in groups, supported by a course tutor. ACA aims to provide a risk-free environment where people can learn from their mistakes and take responsibility for their own development.

Who’s it for?

Experience has shown that account managers, planners and media personnel with at least 2-6 years experience are the people for whom this course is most valuable.

2017 Course Content

Technology will continue to have a dramatic effect on how people live, not least the way they interact with and judge brands.

Brands remain the sum of all our experiences of, and interactions with, a company, service or product – and in many categories this has changed beyond recognition.

This has profound implications for anyone who works with brands – especially anyone with a planner or strategist in their title.

The most obvious and biggest change has been the extraordinary growth in specialist planning skills in data & analytics, user experience, search optimisation, social media, connection planning etc. Giving rise to an array of diverse titles – ‘the Social media strategist’, the Communications Planning’ strategist, ‘the Insert-your-own-strategy-skill-set strategist’…

One of the most debilitating side effects of specialisation has been the abdication of strategists to be active in the specialist areas, leaving it up to someone else. This reductive view and division of strategy has unfortunately led to a ‘de-skilling’ of the strategy planner.  It also means that rarely, today, does any one planner have the helicopter view of the entire brand experience.

This IPA 3 day residential course has been designed to build the foundation knowledge to create these holistic ‘T shaped’ planners. A rare breed – whose survival depends on their ability to collaborate with other diverse disciplines.


2017 Program


Day One

  • Impact of technology on modern communications planning
  • The power of purpose
  • Campaign planning fundamentals
  • Defining problems, identifying audiences, unearthing truths
  • The role of research in modern campaign planning
  • The increasing importance of collaboration

Day Two

  • Shifting clients to an “Always on” mentality
  • The changing nature of ideas
  • The role of earned media in integrated planning
  • Campaign architecture
  • Best practice IMC: Integrated responses rather than messages
  • Responsive and agile planning

Day Three

  • Building brands in the digital age
  • Advertising by Design: Rethinking how we do what we do with UXD
  • The value of integrated campaign planning
  • Group presentations
  • Judges’ feedback

2017 Speakers


  • Maria Grivas, chief digital officer, UM Australia
  • David Hartmann, planning partner, Special Group
  • Fabio Buresti, executive planning director, The Monkeys
  • Toby Harrison, chief strategy officer, Ogilvy Australia
  • Angela Morris, executive planning director, JWT Australia
  • Jamie Mackay, founding partner & chief strategy officer, BWM Dentsu
  • Simon Joyce, founder/CEO, Emotive Content
  • Justin Graham, chief strategy officer, M&C Saatchi Australia
  • Carl Ratcliff, chief executive officer, One Green Bean
  • Anuj Mehra, head of strategy, GTB Australia
  • Ben Hourahine, strategy partner, AnalogFolk
  • Craig Adams, strategy director, Naked Communications and co-founder, Good For Nothing Sydney


  • Bernadine Brewer, planning director, Host Sydney
  • Jody Elston, head of strategy, Richards Rose
  • Elaine Quirke, strategy & solutions lead, business director, Starcom Mediavest Group
  • Joseph Smeaton, planning director, DDB
  • Christopher Colter, group strategy director, UM Australia
  • Jamie Mackay, founding partner & chief strategy officer, BWM Dentsu


  • Anuj Mehra, head of strategy, GTB Australia
  • Christine Wagner, product marketing manager, Ford
  • Alex Speakerman, managing partner and director of strategy, Saatchi& Saatchi
  • Ed Harrison, Brainjuicer
  • James Greet, chief media officer, Cummins & Partners
  • Simon McCrudden, head of planning, J. Walter Thompson
  • Jacqueline Witts, head of strategy, AJF Partnership
  • Sophie Price, Chief strategy officer, UM Australia
  • James Needham, director brand, CHE Proximity
  • Paul Gage, Head of strategy, GTB Asia Pacific
  • Rebecca Brownhill, associate director, Pulse Communications
  • Richard Brett, Group managing director & brand marketing, Ogilvy PR
  • Pieter-Paul Von Weiler, head of strategy, AJF Partnership
  • Craig Adams, strategy director, Naked Communications and co-founder, Good For Nothing Sydney


  • Anuj Mehra, head of strategy, GTB Australia
  • Christine Wagner, product marketing manager, Ford
  • Pieter-Paul Von Weiler, head of strategy, AJF Partnership
  • Nici Henningsen, Course facilitator, VIC state manager and representative, The Communications Council
2017 Chairs
Sophie Price
Sophie Price
Chief Strategy Officer, EssenceMediacom
Michelle Katz
Michelle Katz
Former Director, Brand & Communications, Optus YES
Participant Feedback

The best part was being able to chat strategy and state of the industry for 3 days with like-minded people, the broadening of perspective from the different speakers, and the feeling of empowerment at the end.
2018 delegate

Hearing from a very broad group of speakers and opinions allowed me to form my own opinions and learnings for a future approach to Strategy. The residential nature really allowed me to tune out from everything else that steals my attention in life and put focus into my learning.

I really loved that I heard so many different perspectives on the industry, and how individual leaders approach strategy, technology, and branding differently based on their own experiences. There are loads of little things, many just mentioned in passing, that I think I’ve taken away and want to try and implement in my own work when a relevant opportunity comes up.