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Spring 2022 Business Development Apprenticeship


Having a strong business development team is crucial if you are to compete in today’s crowded market place. In order to help agencies in this very important area, ten years ago we created an intense five-session course singularly aimed at agency staff who were ‘new’ to new business.

In 2022, with new business resource at a premium, there is clearly a shortage of talent in the market place. We’re aware that many agencies are looking to “grow their own” business development stars by using existing resources and staff, often from Account Management, rather than recruiting from outside of their organisations.

So, if you have existing new business talent that needs a refresher or have someone on the team that’s moving into the area, our Business Development Apprenticeship represents a great option, and we are now offering places on our Spring course.

Adapting to current circumstances, we’ve moved the majority of the course online meaning it’s accessible for all entering the world of new business, regardless of geographical location. Our intention is to host physical Chemistry meetings in person. However, we'll confirm final arrangements closer to the time.

“The course was brilliant – combining visual and explanatory learning with a role playing environment. It opened my eyes up further to the best practices for RFI responses and chemistry meetings. I wholeheartedly recommend this course.” 2021 delegate

Accredited by the IPA and IDM as contributing towards the Continuous Professional Development award scheme, the course provides both practical and theoretical advice, including recommendations on new business strategy, business development from existing clients, targeting and pitching techniques. In addition, participants gain practical experience of completing RFI’s, participating in Chemistry Meetings and receiving feedback.

“The AAR Business Development Apprenticeship offered an invaluable opportunity to learn from senior professionals, with a wealth of industry experience. Actually producing an RFI and preparing for a mock chemistry meeting with real ‘clients’ was a great way to put these learnings into action and develop my New Business skills.” 2021 delegate

At the start of the course, participants are divided into teams and compete against the other groups during the course.

Course outline

  • Session 1 – Background to new business, understanding clients, facts and figures, what makes people good at new business, how does new business/pitching vary by discipline, issue of RFI and Chemistry Meeting brief
  • Session 2 – New business strategy (proactive v reactive), completing an RFI, running a New Business department
  • Session 3 – Feedback on RFI, what makes a good chemistry meeting
  • Session 4 – Live chemistry meetings (hopefully face to face or via video conference if not possible to meet in person!)
  • Session 5 – Feedback on Chemistry Meetings, pitch experience from recent client

“The course was brilliant, engaging and full of so many useful tips on how to be the best at New Business. In my role thus far, I have helped prepare teams for chemistry/pitch meetings but never attend the sessions – so during the course it was great to experience that first hand and take some useful learnings back to my agency. Martin is a fountain of knowledge when it comes to New Biz, so it was incredibly valuable to hear of experiences and advice.”  2021 delegate

Course details

Course Chair: Martin Jones, Lead Consultant, AAR. Martin will be joined by leading figures from the New Business community along with senior AAR colleagues throughout the course.

Via Zoom video conference.

Course prices


£1450 + VAT (AAR Non Subscribers).

Next course (5 Weekly Sessions): 1 March 2022 to 29 March 2022 from 9.00am – 10.30am, as follows:

Session 1:            Tuesday 1 March

Session 2:            Tuesday 8 March

Session 3:            Tuesday 15 March

Session 4:            Tuesday 22 March

Session 5:            Tuesday 29 March 

Booking: 16 places only are available on this course and will open in January 2022.


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