IPA Residential – Strategic Planning

3 DAY Residential

Planning in a post-specialist era. As a discipline, strategy has always oscillated between specialism and generalism. The recent explosion of channels and communications has pushed the recent era of specialist to a tipping point. In this post-specialist era what we are seeing now is the emergence of a newly defined generalist. One who has connected all the dots across specialisms and one whose knowledge is both broad and deep.

Course manifesto

Planning in a post specialist era

Planners have always been curious. Constantly seeking new ways to uncover insights and patterns of behaviour in a fast-changing world. But how do planners navigate the change that is all around them? Are they better to continue to specialise or to step back to the universal and more generalist approach to problem solving? How do you train your brain to plan for a future that is unpredictable?

As a discipline, strategy has always oscillated between specialism and generalism. The recent explosion of channels and communications has pushed the recent era of specialist to a tipping point. In this post specialist era what we are seeing now is the emergence of a newly defined generalist. One who has connected all the dots across specialisms and one whose knowledge is both broad and deep.

Being a generalist is no longer a dirty word. it doesn’t suggest a lack of focus. What it is doing though is putting more pressure on planners to understand more about their discipline. To connect the universal behaviours to very specific data, science and impacts.

So, what does the modern planning brain need to inspire it? To keep it curious and to keep it informed?

Over three days the IPA course will seek to curate a diversity of thinking from the best specialist in the business to inspire new ways to problem solve. Stepping beyond specialisms we will look to define this new era of strategy together and offer attendees the skills they need to think in an agile, flexible and powerful way.

 

2021 Chair

Fabio Buresti
Chief Strategy Officer / Partner, The Monkeys

What to expect

This 3-day residential course includes 2 nights accommodation (2 & 3 September) 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 Sydney) 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
2018 CHAIR & 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

Panel

  • 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.