2018: The year so far at AAR

As the World Cup and the sunshine recede into distant memory, and we start to prepare for the inevitable pitch frenzy of the final quarter, it’s always useful to pause and reflect on what type of year it has been at AAR so far.

We’ve been kept busy working on numerous pitch briefs as well as getting involved with clients on consultancy projects behind the scenes, invariably away from the gaze of agencies.


On the pitching front, we’ve worked on a number of creative reviews for clients including MoneySuperMarket, JustEat, Carpetright, Organix, Babylon Health, Simply Be, Magnet, Walter Scott, Betway, Beagle Street, Rachel’s, World Vision and Pernod Ricard.

Alex Young has been kept busy working on PR reviews for brands including Three, EDF, Smart Energy and Kopparberg and media reviews for Betway and Investec. Tony Spong has had his hands full with clients looking to appoint brand and strategic consultancies. Projects that he’s worked on in the last few months include Three, VSO, Hodge Bank and HIV/AIDS Alliance.

You will all be aware of the increased focus upstream of communications, so we were particularly delighted to work with one of our retail clients on the appointment of a call centre partner as part of their wider focus on transforming Customer Experience for the brand.


Working Practices is an all encompassing title for the consultancy run by Vicky Gillan. To date this year she has been working to train teams to be better clients through our Marketing Excellence programme as well as working with brands and agencies to ensure that their relationship is kept as positive as possible.

This work is invariably confidential, and we have also seen an upturn in clients wanting to know a) am I getting the best value from my agency or b) have I got the right model. We try and answer these questions in the most honest way we can, and we find that clients get comfort from an informed and impartial viewpoint. Interestingly, many of these referrals come from agencies who feel reassured that we will give clients genuinely “best” advice.


In addition to her day job, our CEO, Kerry Glazer continues to be very visible in her role as President of NABS, helping in the creation of better working environments for everyone through initiatives such as Creative Equals, The Real Living Wage Pledge and the launch of #TimeTo, aimed at ending sexual harassment in the advertising and marketing industries.

We have also been heavily involved in a Government/ Advertising Association/ IPA initiative to encourage CMO’s from outside of the UK to source their agencies here, and we are hopeful that we will start to see this campaign bear fruit in 2019.


As we enter the final quarter of the year, Robin Charney has just launched our Innovation consultancy practice which has received very positive feedback, and so we hope that by the next newsletter, we will be awash with clients looking to appoint partners in this very important and exciting area.

And finally, for those of you visiting AAR Towers, you will be pleased to hear that we have new chairs in all of our meeting rooms, so if you are in the area, feel free to drop in and try them out!