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AAR Business Development Apprenticeship - Autumn 2022

Mainly online with one session in person


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 Autumn course.

Adapting to current circumstances, we’ve moved the majority of the course online, with weeks 1, 2, 3 and 5 via Zoom. Our intention is to host physical Chemistry meetings in person for week 4 at our Wimpole Street W1 offices.

Delegates will also be invited to an informal drinks reception to launch the course on Tuesday 6 September at 91 Wimpole Street. 

"The AAR Business Development Apprenticeship has been a memorable 5 weeks. The content was extremely useful covering off all the basics to New Biz, as well as offering up insights into how clients can feel throughout the pitch process. The chemistry session was a highlight, being able to run a chemistry session first hand is invaluable experience for any person starting out in the role and Martin and the team at AAR facilitated this smoothly and provided the all-important team feedback. It was also a great opportunity to meet other people working in New Biz, I’ve made a lovely bunch of friends. A huge thank you to all, it was a great experience."  2022 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.

"Being a junior member of the new business team, I had never worked on an RFI and it will be many, many years before I sit in a Chemistry meeting. This course allowed me to experience these two things which was an incredible experience. I also learnt a huge amount from Martin's training sessions which I will take with me throughout my career. Incredible course - I very much recommend it!” 2022 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 (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.

Course prices


£1450 + VAT (AAR Non Subscribers).

Next course (5 Weekly Sessions): 13 September 2022 to 11 October 2022 from 9.00am – 10.30am, as follows:

Session 1:            Tuesday 13 September

Session 2:            Tuesday 20 September

Session 3:            Tuesday 27 September

Session 4:            Tuesday 4 October (in person at AAR)

Session 5:            Tuesday 11 October 

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

Event Information

  • Mainly online with one session in person
  • Start: 13/09/2022
  • End: 11/10/2022
  • 09:00AM - 10:30AM
  • £1250+VAT AAR Subscribers/ £1450+VAT Non Subscribers
  • Book via Eventbrite from 11/07/22

All AAR training and seminars are CPD accredited

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