IPA Residential – Strategic Planning

3 DAY Residential

Our highly-acclaimed 3-day residential courses have become the gold standard in our industry for providing invaluable tools for future agency leaders. Their exclusive design means you can escape your daily routine (even if you are based in the same city) and enjoy the opportunity to learn from your chairs, speakers and fellow delegates.

Course manifesto

The Craft of Enduring Brand Strategy

Most Australian brands have no enduring strategy, which makes enduring growth harder to achieve. And that’s a damning indictment on the marketing and advertising industry.

We’ve become obsessed with the sugar hit of short-term sales, awards, and career progression, ahead of long-term and sustainable growth for our brands and ourselves. While brand frameworks and marketing science can help, they’re not going to craft a brand strategy for you, or learn and interpret it over time on your behalf. It’s time to prioritise brand strategy and inspire a new era of strategic craftspeople, who have the knowledge, skill and applied imagination to get us back on track.

More to be announced soon…

2022 ChairS

Fabio Buresti
Chief Strategy Officer / Partner, The Monkeys
Alison Tilling
Chief Strategy Officer, VMLY&R AU-NZ

What to expect

This 3-day residential course includes 2 nights accommodation and meals (breakfast, lunch and dinner). The course has been designed to be residential so that you can remove yourself from your daily routine (even if you are based in the same city) and enjoy the opportunity to learn from your chairs, speakers and fellow delegates.

The residential nature also helps with the group and individual work.

  • Reside with other course delegates, allowing for evening networking and group work, building close working connections with industry peers
  • Participate in absorption sessions, exercises and discussions
  • Benefit from small group sessions and presentations from a range of industry leaders
  • One-to-one guidance throughout the experience from the course chair and co-chair
Who’s it for?

Strategic planners, account management and brand managers with at least 5+ years experience are likely to derive the greatest value from this course.

Course Content

Day One Topics:

  • A case for chaos with Q&A
  • The new strategic planner
  • The expert generalist
  • Empathy and the modern planner
  • CX, UX and channel

Day Two Topics: 

  • Hybrid planning
  • Shoot to thrill, plan to kill
  • Finding purpose
  • Innovation planning
  • Behavioural economics and big ideas
  • A new Australia

Day Three Topics: 

  • What clients are looking for
  • Dirty planning
  • Presentations

Please note, content may vary.

2018 CHAIRS & Speakers

Course Chair
Angela Morris, Chief Strategy Officer, J.Walter Thompson

Course Co-Chair
Kate Smither, Chief Strategy Officer, Saatchi&Saatchi

International Guest Speaker
Martin Weigel, Head of Planning, Wieden+Kennedy Amsterdam 

Guest Speakers
Maurice Riley, Senior Vice President, Head of Strategy & Analytics, DigitasLBi
Kim Bartkowski, Associate Partner, Creative Director, IBM iX
James Quinlan, Executive Director, Strategy, FutureBrand
David Halter, Managing Director, CHE Proximity
Tom Donald, Head of Strategy, Re Brand Consultancy
Melina Hamilton, Strategy Director – Experiences, AnalogFolk
Gareth Kay, Co-Founder, Chapter
Ben Cooper, Founder / Managing Director, Tricky Jigsaw
Howard Parry-Husbands, CEO, Pollinate
Mike Daniels, Founder, The Behavioural Architects


  • Moderator: Kate Smither, Chief Strategy Integration Officer, Publicis Communications
  • Panellist: Ali Tilling, Head of Planning, BMF Australia
  • Panellist: Ian MacDonald, Head of Strategy, McCann Sydney
  • Panellist: Iona Macgregor, Chief Strategy Officer, Saatchi & Saatchi Sydney
  • Panellist: Elaine Quirke, Creative Strategy Director, Wavemaker Sydney
Participant Feedback

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.

Access and learning from exceptional people in the industry, networking with Industry peers.