The curator and editor of this book is Wiemer Snijders, partner at The Commercial Works. The APG would like to acknowledge Wiemer who had the inspiration for the book and has worked tirelessly to make it happen. APG is a not-for-profit organisation run for and by its members: primarily account planners in advertising agencies, but increasingly the wider community of communications strategists. We believe in the importance of excellent advertising and communications strategy. We believe in the role of planning in delivering excellent strategy.